Defining a Brand

Your brand is a major competitive asset for your Antares vending company. When people hear the term ‘brand,’ they often think it means logo, store sign, package label or website. However, a brand is much more than a symbol. You can view it as everything an organization says and does – the sum of its behavior, the services or products it offers, and its presentation.

Your brand will create an emotional connection conveying value, trust and personality of your Antares vending operation. It will also separate you from others in the market. A strong and well developed brand is a powerful and strategic weapon.

Effective branding

Effective branding requires a disciplined focus, consistency of message and proactive attention. This is a process, not an event. It must be research driven and aligned with your business objectives. It also must also provide a clear direction. A successful approach for effective branding involves a four step process:

· Defining a brand strategy that is relevant because it is rooted in fundamental customer needs, differentiated because it reflects unique value, and credible because it is authentic and true.

· Translating those findings into a memorable and meaningful positioning statement and visual brand identity that clearly articulates the operator’s value and is aligned with their key business objectives.

· Executing the brand strategy through integrated communications that support the positioning and build strong, favorable associations in the minds of existing and future customers.

· Measuring and evaluating progress to gauge changes in perceptions and awareness, while making necessary adjustments along the way.

You can transform your Antares Corp. vending business and place your brand at the center of your corporate strategy. This would mean that you are aligning all your communications, operations and systems to your brand mission and values. At the same time you should make all your employees effective ambassadors for your brand.

Your customers expect attractive, well maintained and fully functioning Antares vending equipment, along with a variety of fairly priced name brand products. Your employees would want to work for a company with a compelling vision. One important thing to remember is that, you should treat your brand as an investment, not a cost.