Trust is one of the main reason why companies brand, and so it has become the main tool used in the marketing of products and services. It builds awareness and builds customer loyalty. The brand is so much more than a logo it is what encompasses the whole product or service concept.
Brands help remove and reduce the anxiety when a consumer is making choices in choosing a product. It's the predictability of knowing the quality one will get.
It's all about making the product or service seem different from a competitors. Brands have core beliefs or philosophies to uphold which make that make them different the competition. Some brans create a personality and characterises to make them more understandable
There are five main core dimensions for these.
1 Sincerity: Domestic, honest, genuine and cheerful
2 Excitement: Daring, sported, imaginative, up to date.
3 Competence: Reliable, responsible, dependable, efficient.
4 Sophistication: Glamorous, pretentious, charming, romantic.
5 Ruggedness: Tough, strong, outdoorsy.
A way to explain this is to apply this to car brands and cars within that brand that we all know. Fiat and particular the Fiat 500 would fall under the first section 'Sincerity', while Alfa Romeo would relate to excitement, VW under competence, Ferrari under sophistication and Jeep and Land Rover under ruggedness. This is how the marketing of this products is targeted. It's all about creating a preconception in the mind of the consumer. To successful brand you must understand the needs and wants of the consumer you want to attract.
The inspiration for our brand name comes from the 3rd verse of Patrick Kavanagh’s poem Raglan Road because we are based in county Monaghan.
“I gave her gifts of the mind I gave her the secret sign that's known
To the artists who have known the true gods of sound and stone
And word and tint. I did not stint for I gave her poems to say.
With her own name there and her own dark hair like clouds over fields of May”