In fact, the true rhetoric of brand is the brand itself. It comes down to quality and value. In terms of product or service.
If your brand reputation is to rely on service, the first priority is make sure you deliver superior service.
If you do, marketing is a matter of exposure. If you don't, no amount of rhetoric is going to improve your reputation and create a value where there is none.
Brand is about differentiation. Brands come into being so an entity can be identified as something other than its competitors in the market.
Rhetoric is about persuasion.
A brand is a collection of symbols and contrivances that signify the brand as its own thing. This is also known as rhetoric.
For quality brands, brands that can achieve viability and sustain viability in the marketplace, the rhetoric cannot be separated from the brand. The rhetoric is the brand.
2 comments:
My business is what is important. I focus on providing the best service. Unless I'm a behemoth, that's what I should do. Only a giant needs the branding. My branding is my service. A giant's branding is its collective concious, no?
Greetings Anonynous, Welcome to my blog and thanks for your comment. I don't disagree with what you say, but only when applying the logic it to one of two scenarios.
1. Your business does not compete with other businesses for customers.
2. The market is so competitive and so saturated and the product offered is in such demand that one must be a giant (or behave as if they are a giant (or will be the next giant)).
If there is any competition in your market at all, there is branding involved, if even on the minimalistic level, such a name. Your brand in this case is what distinguishes you from your competitors to any new customer in your market. It is how anyone can identify you as you and not as your competitor. Your service is your differentiator and your rhetoric, and is what allows other customers acknowledge you as a preferred provider of your service. Without the differentiator you are just another name (brand). Without the brand (name) you are unidentifiable and forfeiting market.
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