A brand is a name, term, design, symbol, or any other feature that identifies one marketer’s product as distinct from that of other marketers[i]. For example, let’s consider your options when you go to a convenience store to purchase a bottle of water. When you view the options above as part of your consideration set of choices, you mostly like have one or two options that immediately stand out to you as your most preferred choices. This preferred set is considered your evoked set of options. Let’s consider a hypothetical scenario. Let’s assume that your evoked set is Fiji and Evian because you often drink these two on a regular basis. However, let’s say that you have tried Perrier and Voss before but did not like the taste and/or bottle shape of these two options. These choices would be in your inept set because you would NOT pick these two out of this consideration set of six options. Lastly, let’s assume that you have never heard of Contrex or Solan de Cabras. These options would make up your inert set because you are indifferent about these options. It’s not that you don’t like them, you are just indifferent because you don’t know anything about them. (Note: An easy way to remember the difference between the inept and inert set is that the letters for inert are in the word in-diff-er-en-t). Interestingly, if for whatever reason (i.e. high price or no availability) you did not choose a water from your evoked set (Evian and Fiji), you would choose from the inert set (Contrex and Solan de Cabras), NOT the inept set (Perrier and Voss). You only choose from the inept set when it is your only option, and you would do that begrudgingly or make no choice at all. This is an important discussion when considering branding because it is our brand perceptions that help us categorize these choices into our consideration sets. In the end, the product is all the same, it’s just water; but it is the brand differentiation that helps us sort these water brands into viable and non-viable options. Therefore, it is what we perceive to be true about these brands that leads us down a decision path, and it is the evaluation of the brand pillars that helps consumers develop these perceptions.
In the The Digital Engine, we will discuss the five pillars of branding. These include: 1) Brand Image, 2) Brand Narrative, 3) Brand Promise, 4) Brand Positioning, and 5) Brand Equity. First, Brand Image deals with the sensory components of any brand. This includes the logo and how it looks, the typography of the script associated with the brand, brand colors, etc. The Brand Narrative, also known as your brand story, is a cohesive narrative that recounts the human connection that is associated with the product, service, or idea and encompasses the facts and feelings that is created by the brand. The Brand Promise is what you hold valuable and intend to provide the consumer at all costs. This includes your mission, vision, and value components. The Brand Positioning is the message you tell your consumers to create a value proposition that sets you apart from all of the other brands in your category. Finally, Brand Equity is the trust, loyalty, and gratitude that you build with consumers by meeting their expectations over an extended period of time. Together, these pillars should work in tandem with one another to influence and strengthen consumer perceptions about your brand, leading to an increase in desired outcomes like consumer engagement, sales, advocacy, and market share growth.
Learn more about how you can create a coherent inbound marketing campaign incorporating all of your brand pillars here at The Digital Engine. Whether you are teaching secondary or higher education courses, an active working adult looking for continuing education, or someone looking to start an online business, our curriculum can help you in achieving your digital marketing goals. If you are interested in considering The Digital Engine, we have a demo course that will allow you to see and work with some of the content. Or if you just have some general questions, feel free to contact us. We would love to assist in your search for a dynamic and creative class.
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