Why is branding important anyway?

It’s obvious we need to try to promote solution sales, and the value prop gives us a good explanation of how they all fit together, but why did I waste three blogs on making sure you understand this exact specific message?

It all boils down to messaging, and the strength behind that message is only as powerful as its consistency throughout. Why is a consistent message important? I've asked Tiffany Holm, our corporate brand specialist to guest blog and explain to us why branding is important.

“SEKO’s brand is what people think about us, and it's shaped by every single interaction we have with our market, especially when it comes to our value proposition and message. It's so important to ensure that every message with our company is consistent, so we present a clear sense of what we're all about. This entire concept has been motivated by a study from the 1950’s on cognitive dissonance by Leon Festinger. His studies show that consistency holds a certain power to persuade human behavior as a motivator. So business communicators have utilized this research and used consistency to drive awareness and generate sales.

Further, a study done by Jeff Swystun, Director of Global Communications, DDB Worldwide isolated the five best practices of great brands:

1. Continual delivery of brand promise

2. Possession of superior products, services and technologies

3. Clear ownership of a distinct position

4. Commitment to “internal” branding for employee engagement

5. Culture of improvement and innovation

Basically, the more consistent we are throughout, the more familiar people will become with us. And guess what, they now become more comfortable with you and they begin to like you, and trust you a lot quicker.

Your message has to be the same everywhere. It's about transparency. You need to be talking from the same point of view anywhere you are, and that’s what we need to strive for together.”

Thanks Tiffany. This is why staying connected brand wise truly brings strength to our SEKO message. Consider that when we are creating presentations and customer messages.

We look forward to having other guest bloggers write for us in the near future. If you would like to be a guest blogger, or would like to hear from one of your peers, let us know!

Thanks,and good luck.

Tom Madzy