Organizations report that during turbulent times, strong brands are essential to their success. It’s easy to see why because it’s all about trust given an ever-changing economy. You’ll find that people will shift to your side – to a brand they can trust because they want to know that in spite of tough times or not, quality service still takes precedence.
You would have seen this shift by now – that customers and companies are much more judicious about what they're buying these days; this makes the brand symbolic of both your track record and your ability to deliver on your brand promise in the future.
If anything you must always remember that your brand is the one thing you own. In times of uncertainty, people love the security of strong brands and brands also reflect the fundamental character of their organizations.
Brands help organizations break through the clutter. One reason consumers reach for brands they know is that familiarity reduces their decision-making time. There is so much information that we have to process daily - brands exist to help make the decision-making process easier and differentiate themselves from everything else that’s around.
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Differentiate or die as we hear all the time. And many has chose to die as organizations still do not practice the critical importance of branding. I do agree that people look at brands as a reassurance of what they are paying for and it is important for brands to meet up to their promises.
Interestingly enough, are brand promises published or made known to the general public? How many of the joes/janes-in-the-street know what a specific brand's promise is when all they go by are visual recognition.
So, someone help me out. What is Maggi Mee's brand promise?
When we trust on the brand, we will never doubt on the quality. This is how important to build up a strong brand.
I strongly agree that familiarity makes decision-making much easier. There are so many decisions we need to make every single day.
When I need to cook something fast, cheap and taste nice, I get a pack of Maggi with Tom Yam flavor. Why? I already familiar with the taste and I like it, it's cheap and I can cook it in three minutes. That thought already sticks in my head. So far Maggie has delivered what it promises.
However, not many big brands deliver their promises consistently. Even if it's a frachise. Which is sad.
Chetz Yusof
www.ChetzTV.com
A Member of outLOUDers - The No.1 Confident Community
Helen, agree on that.. in the eyes of the end user or customers, a good Brands eans Good quality product and services, even though it's sometimes not that TRUE. But it's show's that Branding is IMPORTANT.
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