There is a lot of confusion around branding, there are multiple definitions, so what is branding? Decades ago branding was defined as a name, slogan, sign, symbol or design, or a combination of these elements that identify products or services of a company. The brand was identified of the elements that differentiated the goods and or service from the competition.
Today brand is a bit more complex, but even more important in today’s world of marketing.
It’s the perception that a consumer has when they hear or think of your company name, service or product. That being said the word “brand” or “branding” is a moving target and evolves with the behavior of consumers, I think of it as the mental picture of who you as a company represents to consumers, it’s influenced by the elements, words, and creativity that surround it.
What Should a Brand Do?
Branding is not only about getting your target market to select you over the competition but about getting your prospects to see you as the sole provider of a solution to their problem or need.
The objectives that a good brand will achieve include:
Clearly, delivers the message
Confirms your credibility
Emotionally connects your target prospects with your product and or service.
Motivates the buyer to buy
Creates User Loyalty
Branding and Understanding Your Customer
To succeed in branding, you must understand the needs and wants of your customers and prospects.
It is achieved by integrating your brand strategies through your company at every point of public contact. Think of branding as the expression of who you are as a company or organization and what you offer. Sound difficult? Think of it like this if a brand could speak it would say:
I am ________________.
I exist because ________________.
If you relate to who I am and why I exist you might like me, you can buy me, and you can tell others about me.
As consumers begin to identify with you, your brand will live 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 that you cannot.