There’s a misconception when it comes to my views on branding as a marketing tool. Those around me think that I think branding is useless. Which is far away from the truth.
First of all, let’s make this clear: branding for products sold directly to the customer is different from branding for products that are sold via retail. Branding for retail products opens the door for more creativity since there are many other factors that influence the prospect of buying (product placement in the store, packaging, etc.).
When it comes to direct selling, branding plays a huge part. Especially now when prospects are smarter and more skeptical than ever.
Therefore, an effective branding strategy can ease the buying process for your business.
With that being said, I do think branding is useless when it’s used as a selling tool.[Read more…]