What is a brand?
A brand is the identity of a specific product or service, which could be a name, a sign, a symbol, a combination of colors, a slogan, or a combination of those elements such as the Coca Cola brand and its classic red lettering or Apple with its apple icon.
The term “brand” came from the practice of branding cattle. Ranchers would brand their name on their cattle to mark the cattle as their property. In the 1800s certain companies started branding their crates and barrels of goods to designate their product and the practice expanded into the huge marketing science that is branding today.
Brands serve as symbols that embody all of the thoughts and associations that go with a certain product.
As time goes on, the sum of all of the consumer experience that goes into dealing with a certain business becomes equated with that business’ brand, and the brand becomes a collection of everything the company means and stands for in the consumer’s mind.
A brand becomes a source of familiarity and trust for the consumer. The more a brand occurs in the marketplace, the more the consumer begins to recognize and become familiar with the brand. Familiarity builds trust. If a consumer sees a brand constantly coming up in the market place, he/or she is going to assume that the company behind the brand is doing something right and must be relatively stable to be around as much as it is. The more familiar with a brand a consumer is and the more trust a consumer places on a brand, the more likely it is that the consumer is going to continue to buy that brand and stay with the brand.
A good brand will become a seal of quality for the product. Brands that last over time are brands that have become associated with a quality product. The brand itself will represent quality in the consumer’s mind. As long as quality is maintained in the product, the brand will continue to represent that quality and the consumer will know where to buy whatever it is that they need when they need it.
So now we have a better grip on what a brand is. In the next post, we will talk about why you should build your brand and what that brand can do for your tanning business.