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ePaper created 2015-03-06, 14:42:46 | version 1.33.01
niche market. Define your unique selling position and consider methods to communicate key mes- sages to your desired audience. Use specific im- ages or phrases to encourage the feel of inclusiv- ity.Letthemknowthereasonyourcompanyexists and how it can fulfil their needs. This can connect you to your target audience, engage them and motivate them to buy. _EmotionalConnections:accordingtoa2010study conducted by the world’s largest public relations firm,Edelman,theYGeneration,alsoknownasthe Millennials, consider brand identification almost as important as religious preference and ethnic background when defining themselves online. The power of branding has successfully melded into that of personal identification and emotional connection. _Message Delivery: having strong branding can evoke trust from your niche market. This can translate to your newsletters, emails and adver- tisements garnering a greater response, hence increasing sales. As people will already be vested in your brand, they will be confident that they will receivevaluefortimespentreadingyourmessages or researching your product. _Consistency: focus on your long-term branding efforts to keep your business consistent. This consistency should transcend messages, product lines and audience appeal. It should enhance your business, adding depth to your company’s pres- ence. This should allow you to grow and keep a loyal following. Many small organisations and start-ups neglect spendingnecessarytimethinkingabouttheirbrand in this broad sense and the impact it has on their business. Let’s look at 10 reasons why digging into your brand is important: _Branding promotes recognition. People tend to dobusinesswithcompaniestheyarefamiliarwith. If your branding is consistent and easy to recog- nise,itcanhelppeoplefeelmoreateastpurchasing your products or services. _Your brand helps set you apart from the com- petition. In today’s global market, it is critical to stand apart from the crowd. You are no longer competing on a local stage, your organisation now competes in the global economy. How do you stand out from the thousands or millions of similar organisations around the world? 10 I I practice management _ brand building CAD/CAM 1_2015 CAD0115_06-11_Pelliccia 03.03.15 11:04 Seite 3 CAD0115_06-11_Pelliccia 03.03.1511:04 Seite 3