Alfred Zammit is owner and creative director of Brands Connect. He has worked with some of Australia’s great brands, like Michelin, Leyland Australia, GE, Natwest, Maybelline, Veolia Water and Shelta Australia just to name a few.

Passionate and results-driven, Alfred is dedicated to quality and maintaining the success of every brand he is connected with.

He defines a brand as a name, term, sign, symbol, design, or a combination, intended to identify the goods and services of one seller or group of sellers, and differentiate them from others.

Branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one who provides a solution to their problem.

A good brand should:

· Deliver the message clearly
· Confirm your credibility
· Connect your target prospects emotionally
· Motivate the buyer
· Concrete user loyalty

To succeed in branding you must understand the needs of your customers and prospects. You do this by integrating your brand strategies through your company at every point of public contact.

Your brand resides in the hearts and minds of customers, clients and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some you cannot.

A strong brand is invaluable as the battle for customers intensifies day by day. It’s important to invest time in researching, defining and building your brand. After all, your brand is the source of a promise to your consumer. It’s the foundation of your marketing communication, and you can’t afford to get it wrong.