Many people think a brand is the logo and packaging of a product, but those are small pieces of the puzzle. A company\u2019s brand is communicated in the way the business is positioned relative to its competitors such as the company name, imagery, messaging, how and where the product is promoted, and in the customer experience.<\/p>\n
Your brand is your promise to customers. You promise that your product is special, and that is why consumers choose it over the competition and even pay a premium price for it. If your product proves to be special, as promised, they will become repeat customers.<\/p>\n
It\u2019s been said that \u201cIf you are not a brand, you are a commodity<\/a>\u201d<\/a>. For example, a generic 13 oz. can of tomato sauce is not special. It\u2019s a forgotten pantry item. But a jar of Newman\u2019s Own Tomato & Basil is a product you know and can get behind…again and again.<\/p>\n A brand will develop with or without your help, but wouldn\u2019t you rather direct how consumers feel about your business? That\u2019s what we call a polished food brand.<\/p>\n What are some ways that you communicate your business’ brand?<\/p>\n Image credit: indiciadesign.com<\/a><\/p>\n