Take a look at your cellphone that is (probably) right next to you. Maybe check out the shoes you chose to wear today. What about the type of bag you are carrying? There is a reason why you chose each of those items to represent yourself. Whether you knew it at the time or not, the brands you care about ‘spoke’ in one way or another.
Whether it was due to the common culture of your peers having an item of that brand, or the “wow” factor, there were strategic communication processes that went into helping you make your decision. Communication creates a brand, therefore creating a culture within certain demographics. According to Glenn Llopis, an opportunity expert and contribute writer for Forbes, he discusses 3 ways to effectively communicate a brand. The brand has to have simplicity within its organization, the message you’re trying to send has to have efficiency in delivery and clarity in its message.
There is a certain conversation that has to take place to create brand identities for different products. This type of strategic communication has the potential to take a brand further than it could have gone without that necessary dialogue.
For example, let’s think about the amount of banks you see in a twenty minute drive. You will probably see at least 5 to 6 banks in that time frame. In reality, all of the banks are basically the same. Each bank performs the same task. There is, however, one aspect that will influence consumers to choose one bank over another, and that is brand identity. Organizations have to use communication to define an identity internally, before attracting audiences externally.
I have observed that communication within the marketing field tends to create a relationship between a brand and consumer that wasn’t necessarily there in the first place. If a brand succeeds in gaining the attention and trust of consumers, the audience has the potential to develop an emotional attachment to the brand. This is important when a brand is involved within a competitive field. My point is communication is what really drives a brand forward.
Knowing why we purchase the brands we do is important. Having brands we can trust is the best thing we can do for ourselves when making a purchase, because there are so many organizations that perform the same task in the business world. Dialogue within the advertising field is important, because it provides the opportunity to develop a brand into something greater than itself, or one single product. This conversation gives a brand a meaning that wouldn’t have been discovered otherwise.
Branding is so important, because it gives organizations the chance to discover their purpose.
What is your personal brand identity? What is your purpose? Start the conversation, and discover the purpose of everything around you.