An effective brand represents a promise of value to the consumer. A solid brand message communicates what that value is in a way that resonates with the target consumer. If done properly, the promise offers unique value that is not found in competing brands.
As such, branding helps the consumer make the decision once they decide to purchase within the category. At the moment of truth when the consumer is ready to make their choice, a good brand promise will help the consumer make the purchase decision. If the branding holds true, then the consumer also feels the benefits of those kept promises and unique value after they have purchased the brand and those kept promises shape how they feel about the experience long after they’ve made the purchase.
Create a powerful brand and they will not only come back for more, but they’ll tell their friends.
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