Published October 17, 2007

Choosing a Brand Name: How does branding help?

As the number of options available to customers keeps increasing with every passing hour, businesses will have no other option but to increase their marketing expenditures, especially the part that is spent on creating new brands and sustaining existing ones.

In the 21st century, brand building is set to play a key role in determining the success of small businesses worldwide.

Customers Will Never Opt For a Nameless Product or Service

So, how exactly does 'branding' help? Well, most customers prefer buying only those products and services that they might be familiar with. Since branding helps create such perceptions among the target audience, it would not be wrong to say that it goes a long way in determining customer-buying behavior - and consequently the success of the business.

For better understanding, just try to imagine how it would feel to drink from a soda can that does not have a name, logo, design or any other visual aspects that you could relate to. Not very appealing is it?

Better yet, try imagining what will happen if no product or service carried a name, logo or design. Would it then be possible for you to select a product or service based on your tastes and preferences? Probably not! And this is exactly why branding is so very important.

Why Building Brands Is Important

Building a brand name is important because it's only through a brand name that a business can hope to communicate the positive attributes of its products or services to consumers. Quality and prices do affect customer-buying behavior, but since it's the brand name that brings in most new customer traffic, businesses cannot afford to ignore the merits of building a proper brand name for their products or services.

By building a good brand name, businesses will also be able to curtail their overall marketing budgets, because once the brand becomes a household name, it will automatically lead to consumer generated referrals, a method that works better than the standard marketing initiatives and something that does not cost a dime as far as the business is concerned.

How to Create the Right Brand Name

This is probably the most difficult task, and is something that can easily go wrong if small business owners do not take the necessary precautions. While promotions and other forms of advertising are necessary, business owners should never fail to consider other equally important issues such as adding customer-friendly features to the products or services they offer. Promotion and marketing campaigns may certainly bring in the initial rush of customers, but since what ultimately decides the fate of a product or service is it's capability to satisfy customer needs and expectations over the long-term, businesses need to consider these factors every time they initiate a brand-building program.

There is a lot more to a brand name than you can ever imagine - because billions of dollars are riding on every brand name that has worldwide recognition, not to mention future earning potential. All this is enough to explain the importance of brand names and branding.