Branding is a tricky thing because you want to sell as much of your product to as many people as possible, but at the same time each brand has to be built on a unique selling proposition. You want to convince more and more people that your brand and its selling propositions are attractive and different, so you want to continually broaden its appeal but you don’t want to lose its uniqueness.
The whole purpose of branding is to differentiate your product in the marketplace and to get consumers to identify it as different, better and special. The aim is to develop a unique selling proposition. (Sergio Zyman –The End of Marketing As We Know It)
From a business point of view, branding in the marketplace is very similar to branding on the ranch. A branding program should be designed to differentiate your product from all the other cattle on the range. Even if all the other cattle on the range look pretty much alike. Successful branding programs are based on the concept of singularity. The objective is to create in the mind of the prospect the perception that there is no other product on the market quite like your product.
Branding “pre-sells” the product or service to the user. Branding is simply a more efficient way to sell things.(Al Ries – The 22 Immutable Laws of Branding)
EXAMPLE:
By branding effectively, the word got out that we are the best.
