The role of the brand in communication

It is difficult to overestimate the importance of brands in the modern world. However, branding alone is not enough for business success. It happens that a company has convinced a client to accept the values of a brand. But if a person does not find adequate content behind his bright shell and promises and remains unsatisfied, then such a client will be lost to the company. Nevertheless, branding is becoming the most important area of business. They are engaged not only by narrow specialists — marketers, brand managers, PR managers – but, most importantly, the managers and owners themselves. Hardly anyone knows the business better than them, hardly anyone can understand and develop its brand so deeply. But even for an exhaustive understanding of consumer values, the right moves, words, communications, and skills for building relationships with the target audience are necessary.

The success of the brand lies not in the field of things and money, but in the subtle sphere of human relations. Brands are the trust, love and respect that people feel towards firms, their goods and services. This trust, love and respect is hard to win and even harder to keep.

Brands are changing the world, making it more convenient, more comfortable. A brand is more than a trademark. “The brand is a packaging machine. It concentrates on the business vision, business plan, corporate culture, image and many other aspects of business life,” writes Swedish researcher Thomas Gad in his wonderful book “4D branding”.

A strong and attractive brand is the most important factor of business success. For in a world of monotony, difference rules. If you are no different from the competition, then your very existence is at risk, because you are easily replaced. The differences between competitors may be very small, but the smallest thing is enough to stand out from the general background and attract attention. “For a brand, uniqueness is everything. The company’s brand differentiation code. This code is also vital, as influential, as universal and as unique as DNA,” writes Thomas Gad.