77% of consumers buy from a brand that shares their values Once planners understand exactly who the target market is and what they will respond to, an organisation can begin the first step in branding – and that is defining the brand. Great brands are defined with the clearest possible understanding of market expectations, the […]

77% of consumers buy from a brand that shares their values Once planners understand exactly who the target market is and what they will respond to, an organisation can begin the first step in branding – and that is defining the brand. Great brands are defined with the clearest possible understanding of market expectations, the expectations that must be addressed and how those expectations might be met or exceeded. Expectations fall into two broad categories: General Product-specific  Research has found that the general expectations of consumers include: Values consistent with their own – 77% Customer experience – 73% Social and political stance – 64% Transparency – 66% Trustworthy – 81% Authenticity – 86% Product-specific factors depend on the product and what the target audience values in that product. These expectations are perhaps best identified by way of research.There are various models for defining a brand. Then model I prefer involves…