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Dennis Thorgesen
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What is the real reason a brand exists?

Published on 11/8/2017
For additional information  Click Here

Why create a brand? Lisech logo

Companies as well as individuals who start brands/businesses mostly believe they are doing it to earn money. What they find though is they can't earn currency if they are not helping solve a problem another company or a person is having. The brands function in reality is to solve a problem.

So what is the goal?

The goal of every company and individual in business is finding a need people or other companies have, then finding a solution to their need. This also works with something companies or people want. Marketing to a want is different, as you have to create the need within the potential customer.

Let me give you an example.

Everyone eats. Therefore, a product, which will be eaten by the masses, is a good choice for a product. In this case, though most companies will be using a sub brand. The brand and the sub brand are both generally registered with a trademark.

A special type of food, which is unfamiliar to the masses, would be a want, as opposed to a need. In Nebraska, we have a fast food company called Runza. When people leave the area, they can't find one. Their specialty is meat and cabbage wrapped in a fresh baked shell. I have had people ask me to buy one and bring it to them if they have had one, when I am going out of my area to theirs.


Every company fits into a niche. The best way to explain niche is the people who would at least be interested in learning about your product or service. These and no others are your target market. There are companies who pay big money to understand who fits into their niche and who should be excluded in their marketing.


Marketing is aimed at helping people see their product or service as the answer to their need or want. In many cases, the competition is fierce. Part of this helping is showing what makes your product or service different from the competition. What do you offer which those who compete against you are lacking.

Branding, competitive advantage

What can Lisech do for you?

There are four disciplines required to build a brand. Many people lack the professionalism required to do them all. Personally the best I ever met was the founder of IBOtoolbox, he had three at a real Professional level. Then there is brand voice, proper use of social media, Advertising, Marketing, for some companies GDPR, and KYC/AML. The list goes on. ©November  8, 2017 11:03 AM CST Dennis Thorgesen, Lisech eMarketing and consulting, all rights reserved.

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