A brand is the sum total of customer experience and perceptions, some of which you can influence. Did I say Perception???? Human mind is structured in a way that it trusts most what it sees or feels. Big and organized things tend to attract our attention more than small or vague entities. It is not surprising why big organizations attract patronage more than the small companies. Sometimes this is unconnected to how much they have but because audience perceive these big companies as structured, organized, genuine, and associate them with quality. Impression is an important part of Branding, when you influence people’s impression you are in for a smooth cruise.
Ask yourself why most organizations do inflate their turnover on their annual reports? Why celebrities (especially in Nigeria) spend time and money on image, they fiercely compete on the Red Carpet? Why do artistes overtly flaunt wealth, and portray themselves as multi-millionaires on their music videos? Why do marketers dress in fabulous and expensive suits? Why do all of us want to live in the Island? It is all about appearing BIG right there in the eyes of your target audience. Branding helps make your smallness look big. And remove the veil of vagueness.
“EVEN IF YOU ARE NOT THAT A BIG BRAND, TRY TO MAKE A BIG DIFFERENCE. WHEN YOU DO, YOUR BRAND WOULD BE PERCEIVED AS BIG”
A strong brand will project an image of a large and established business to your potential customers. If you can create effective branding, then it can make your business appear to be much bigger than it really is, and in turn increase your demand. An image of size and establishment can be especially important when a customer wants reassurance that you will still be around in a few years time. This crowns it all; trust is a factor of SIZE. So it doesn’t matter whether you are truly a big or small enterprise what matters is which one you portray to your audience, because the impression you make determines the response you get from your target customers.
Remember, it is all about the big size. That’s one other thing potential customers want to perceive. Express it!!!!! #my2cent
Your thoughts, please.