There are many different images you can create for your company. Before committing to a brand image, you want to make sure you are investing in a brand image that will lead to a successful business model. Some possible ideas for a brand for your business include:
Affordable products or services. Many businesses offer products at rates customers can't afford or don't want to pay. Companies like Wal-Mart have taken advantage of this by offering their products at prices far below that of their competition. You can generate a lot more revenue by convincing your customers your products are available at the best price. Obviously, you need to back up this promise by offering low prices.
Quality of products and services. You can also build your brand on the basis of quality. Customers want to buy products and services that give them the quality they are looking for. They are often willing to pay substantially more for quality. This is something businesses should take into consideration when they build their branding strategy.
Character qualities. Although price and quality are important, customers also want to work with businesses that demonstrate good morales and a strong work ethic. They want to do business with people who are honest, forthright and dependable. You can present these messages in your marketing campaign and literature, but ultimately your reputation depends on your relationship with your customers.
Social responsibility. Customers are becoming more concerned with many issues that affect the overall social environment. They are concerned with animal rights, the environment, fighting poverty and overcoming social injustices around the world. Many businesses such as Ben and Jerry's Ice Cream have built successful business models around the idea of social responsibility.
Ultimately, every business will end up having a brand. The issue is whether they choose to have any control over what that brand is. It makes more sense to decide on a brand ahead of time and work hard to build it. Businesses need direction and they need to demonstrate it to their customers.