It isn’t uncommon for Hookd to be asked the question “What does branding really accomplish? And is it worth it?”. The truth is that we, as consumers, are very in tune with branding, even if we don’t realize it.
Case in point. My husband, sort of wondering out loud while we waited behind a Prius for a stoplight to turn green, turned to me and asked why there’s such a big difference between the perception of people who drive a Prius and people who drive a Tesla. My response? It’s all about the branding. Now I know you might be thinking that Tesla is an electric car and that Prius is a hybrid car, but for the general public, that isn’t a factor. And it isn’t the reason for the difference in perception between the two brands or their drivers.
Branding conveys the personality and the story of your company or product. It is the promise you make to your customers, and it sets you apart from your competition. It gives your customer a reason to buy from you.
Another way to think about that is to ask yourself which car you would choose if you had the opportunity to own a Prius or a Tesla at no cost. What are the reasons that come to mind when you consider it? For most of us, at least part of that consideration, is choosing a product that reflects our values and how we want others to see us. And there are very different stories and values that are unique to each of these brands.
In fact, brand loyalty is such a sticky business that retail giants literally spend millions of dollars to understand it, and to analyse how they can foster it and reinforce it in their customers. And on the flip side, how they can get their competitor’s loyal brand customers to switch.
So brand matters because it defines how your customers perceive your organization, and your products and services. If you haven’t given much thought to what your brand is and how it’s perceived, you may want to reconsider it. The experts at #TeamHookd are here to help. Feel free to reach out to Sarah Gordee, our Director of Sales for a free consult: Sarah@hookdpromotions.com