Branding: It's About the Customer

Branding is an interesting topic for any marketer. There are tons of success (and failure) stories that make reading about the topic a lot of fun. Some companies succeed through typical tactics, while some succeed with a more modest budget thanks to buzz/viral marketing. Some companies choose to brand on network television, while others attempt to do so by having a town get named after them. Both can work, although the required investment is much different.

Regardless, a brand needs to do a number of things to succeed. It must be attractive to the customer and deliver value. It must be differentiated in the customer's mind in some way. It might be functional, or it might be emotional. Then, of course, the brand must deliver (or over deliver) on its promise. Finally, the brand must remain relevant in the customer's mind by changing with the times.

Putting a memorable name and logo out there is just part of the battle. Your organization must be relevant, and the message should be consistent. If the customer talks about you in a positive manner, that's even better. Then, as the times change, your brand and product(s) must do the same. Otherwise, a brand can lose equity very quickly.