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What is Branding? Why is it imperative to do?

Discussion in 'Marketing and Promotion' started by William Clements, Feb 2, 2016.

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  1. William Clements

    William Clements Moderator Member

    What is Branding?

    By definition:
    It is a marketing strategy that involves creating a differentiated name and image -- often using a logo and/or tag line -- in order to establish a presence in the consumer's mind and attract and keep customers.

    The Basics of Branding

    Branding is one of the most important aspects of any business, large or small, retail or B2B. An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does "branding" mean? How does it affect a small business like yours?

    Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors'. Your brand is derived from who you are, who you want to be and who people perceive you to be.

    Are you the innovative maverick in your industry? Or the experienced, reliable one? Is your product the high-cost, high-quality option, or the low-cost, high-value option? You can't be both, and you can't be all things to all people. Who you are should be based to some extent on who your target customers want and need you to be.

    The foundation of your brand is your logo. Your website, packaging and promotional materials--all of which should integrate your logo--communicate your brand.

    Importance Color plays in Your Company (Infographic)

    If you are building a company that depends on making people feel sexy and sophisticated, it’s probably going to confuse your consumers if you your logo is bright green.

    That’s because different colors are associated with different feelings. Green conveys organic growth, the earth, nature, or feelings of caring. Meanwhile, black communicates feelings of sophistication, authority or seduction. Not convinced? Consider the green logo for Starbucks or Greenpeace and the black logos of Chanel or Sony.

    Color isn't the only design element that communicates with your customer about your brand. Font, spacing between letters and shape also tell your brand story in that instant when a first impression is formed.

    Have a look at the infographic below, compiled by Canadian plastic-card maker Colourfast, to get a sense of whether your logo is conveying the right message.

    Click to Enlarge


    Brand Strategy & Equity

    Your brand strategy is how, what, where, when and to whom you plan on communicating and delivering on your brand messages. Where you advertise is part of your brand strategy. Your distribution channels are also part of your brand strategy. And what you communicate visually and verbally are part of your brand strategy, too.

    Consistent, strategic branding leads to a strong brand equity, which means the added value brought to your company's products or services that allows you to charge more for your brand than what identical, unbranded products command. The most obvious example of this is Coke vs. a generic soda. Because Coca-Cola has built a powerful brand equity, it can charge more for its product--and customers will pay that higher price.

    The added value intrinsic to brand equity frequently comes in the form of perceived quality or emotional attachment. For example, Nike associates its products with star athletes, hoping customers will transfer their emotional attachment from the athlete to the product. For Nike, it's not just the shoe's features that sell the shoe.

    Defining Your Brand

    Defining your brand is like a journey of business self-discovery. It can be difficult, time-consuming and uncomfortable. It requires, at the very least, that you answer the questions below:

      • What is your company's mission?
      • What are the benefits and features of your products or services?
      • What do your customers and prospects already think of your company?
      • What qualities do you want them to associate with your company?
    Do your research. Learn the needs, habits and desires of your current and prospective customers. And don't rely on what you think they think.Know what they think.

    Because defining your brand and developing a brand strategy can be complex, consider leveraging the expertise of a nonprofit small-business advisory group or a Small Business Development Center.

    Once you've defined your brand, how do you get the word out? Here are a few simple, time-tested tips:
      • Get a great logo. Place it everywhere.
      • Write down your brand messaging. What are the key messages you want to communicate about your brand? Every employee should be aware of your brand attributes.
      • Integrate your brand. Branding extends to every aspect of your business--how you answer your phones, what you or your salespeople wear on sales calls, your e-mail signature, everything.
      • Create a "voice" for your company that reflects your brand. This voice should be applied to all written communication and incorporated in the visual imagery of all materials, online and off. Is your brand friendly? Be conversational. Is it ritzy? Be more formal. You get the gist.
      • Develop a tagline. Write a memorable, meaningful and concise statement that captures the essence of your brand.
      • Design templates and create brand standards for your marketing materials. Use the same color scheme, logo placement, look and feel throughout. You don't need to be fancy, just consistent.
      • Be true to your brand. Customers won't return to you--or refer you to someone else--if you don't deliver on your brand promise.
      • Be consistent. I placed this point last only because it involves all of the above and is the most important tip I can give you. If you can't do this, your attempts at establishing a brand will fail.
    Written by John Williams
    Last edited: Feb 3, 2016
  2. Jack Benoit

    Jack Benoit Member

    Соmpаny brаnding is thе mоst еffiсiеnt wаy tо shоw pоtеntiаl сustоmеrs whаt yоur businеss is аbоut. It is rеflесtеd visuаlly viа thе lоgо аnd соmpаny dеsign еlеmеnts аs wеll аs thrоugh vеrbiаgе in mаrkеting mаtеriаls, slоgаns аnd infоrmаtiоnаl соpy. Ассоrding tо Fаst Соmpаny mаgаzinе, “Thе brаnd is а prоmisе оf thе vаluе yоu'll rесеivе.”
  3. pwarbi

    pwarbi Member

    The branding if a company us bo doubt very important, but what's probably even more important for me us that the company and the employees especially live up to the particular brand that they're promoting.

    There a no point in a business having one particular brand promising to deliver one thing, but then not living up to what they've promised.
  4. Nancy

    Nancy Member

    Oh yes, I am a big promoter of branding! I think so many start-ups miss out on this important part of business. Every business needs a simple logo that paints a quick picture of what the business is all about. It takes some thought and creativity to come up with a good one! But it is soooo beneficial.

    Once you have a logo and find ways to get it all over the place, people will start to notice. Sponsoring events, advertising, put it on your vehicles, garments, pens, invoices, websites, etc. Everyone who uses your services gets something with a logo on it so others will see it. Once your logo becomes familiar it will generate business.
  5. Goldstandard89

    Goldstandard89 Member


    Thank you for posting this. I never realized how important the shapes and the color palette of your trademark is for the company. This will be really helpful when I create my logo for my business.

    Branding is really hard to create when you start a business because you're just trying to sell and pay the bills. I think that branding is very important for long term success with businesses because people know instantly what you stand for without further explanation. Logos are the emojis of businesses.
  6. davidper

    davidper Member

    very good article, in my opinion, the branding of the building content is also important in that if good content that will entice customers and your brand will be known more, read more if you want to have the tools to help you write a better article:PLR Bandit Review - A Set Of Useful Tools » PER REVIEW

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