While many marketing experts are saying that brands are becoming less and less important over time, David D’Alessandro used his book “Brand Warfare – 10 Rules for Building the Killer Brand” to tout the importance of branding.
Brands are the shorthand that consumers use to interpret the world, D’Alessandro tells us. He talks about three ways that brands help consumers:
Brands save time
There’s no need to learn all of the choices available in any particular category if you find an offering with a brand name that you trust. The author mentions that Children’s Tylenol outsells all other brands of acetaminophen combined. In this example, brand beats price.
This fact makes it more difficult to offer, say, consumer software because there are large companies with trusted brands. It makes it even more difficult to offer business software. As the old saying goes, “Nobody was ever fired for selecting IBM.”
Brands project the “right image”
If the food that you serve isn’t well-received, you can always say, “I selected the best brand” and you will be vindicated. Or so the argument goes.
Brands provide an identity
This seems to be true when it comes to choosing a brand of beer, automobile, or cigarette. And to a lesser extent, it applies to computer hardware and home consumer products, too.
How important is your software brand? How much effort should you expend building your brand? I agree with the people who say that branding is not as important as it used to be. Truth is, though, building a powerful brand can significantly increase your software sales.
– by Al Harberg, the Software Marketing Blog guy