We’ve surprisingly often worked with people and companies that prior to working with FIT Design, had no idea what branding is, or what it does. Most times, there is the process by which they’ve crafted a product or service that is unique but overall inexplicable by even their most astute salesmen. Sometimes, 40 years have passed and the 3rd generation of company leadership has little idea or only a vague concept as to why their brand is so important in the marketplace. That’s where the importance of brand comes in. A skilled brand consultant can shed light on why and how their product or service gives clarity in their business or everyday existence. The reasons why longtime customers are still customers, and how this passage of time is brand equity at its height, are most valuable qualities to a company. The brand name embodies the positive qualities of the company and also the manner by which it does most of its business.
Correlating histories and accomplishments of a company help to market the brand when we extract the brand identity. Most companies have had neither a good idea what brand strategies accomplish, nor a full comprehension of how powerful their end-results and eventual communications can be to their audiences. Until recently, the most successful brand strategists and brand managers only belonged to multi-national conglomerates; yet, with the rise in popularity of so many influencing agents of communication, the dissemination of that knowledge has led to an explosion of avenues by which brand marketing becomes a mainstream, and a necessity for companies rather than an afterthought.
Branded products are easily recognizable components of everyday life that lend credibility, familiarity, and most importantly, trust of a company to an audience and consumer. The brand becomes the company and visa versa. Consumers tend to make judgments and ally themselves with brands that have connotations of qualities that they themselves strive to achieve and become, ideals that the company and brand perceivably espouse to be. The brand strategy for a company runs parallel to the marketing plan in unique ways in different aspects of the business, but all point to the essence, the soul of the brand, for the consumer and audience.
