At the very basic level, a brand is a promise to the customer. The customer buys a brand in the hope that she will get something out of it. This promise is not limited to the material or tangible benefits she will derive. It also includes the emotions that the customer experiences while buying, owning or using the product or service.
E.g. A girl buying a fairness cream is not buying only the cream. She dreams of becoming more beautiful, more confident after using that cream. Beauty, attractiveness and self-confidence are some of the promises most of such personal care brands make.
Sometimes, our customers can help us understand our own brand’s promise. For this, we must find out why our customers buy our products. Observing them can give us an insight into our real brand promise.
(Expert advice to GROW your business wherever you are, whenever you want.
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