What is the ultimate purpose of investing money and time into building a brand?
For discussion, let’s replace the word “brand” with “house”. What is the purpose of building a house?
Well, the answer is simple right? You build a house for some specifc reasons, such as: protecting yourself from the elements and to offer comfort in your daily life (and others).
A HOUSE is not built for HOUSE’s sake, so why are so many BRANDS built for BRAND’s sake?
All brand-building activities must be able to stand up to one critical question, “Is this activity going to add value to my customer’s experience?”
As mentioned above, brands are like houses, and marketers build the house from the foundation up to offer solutions to unmet needs and make the customer’s life just a little bit better.
Adding addtional benefit to the customer – that is the central role of a brand and the should be the purpose of all brand-investments.