What is Branding? All You Need To Know
1. Introduction to Branding.
An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does “BRANDING” mean? 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 that of your competitors. Your brand is derived from who you are, who you want to be and who people perceive you to be.
In simple words, Branding is the marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products.
The foundation of your brand is your logo. Your website, packaging and promotional materials, all of which should integrate your logo, and communicate your brand.
According to Sir Richard Branson, “Branding Is Everything”. Branding is a purpose to engender a trust or brand loyalty that will cause the consumer to purchase and repurchase a particular product over a long period of time.
Branding is one of several important concepts in marketing a business. Branding aims to establish a significant and differential presence in the marketing that attracts and retains loyal consumers. Proper branding can result in higher sales of not only one products but also of other products associated with that brand. Good branding of the product or service seek to make that product or service relevant to target audience.
2. Elements of Branding.
Depending of various types of business, brand typically are made up of various elements such as-
- Name: Word(s) used to identify a company product, service or concept.
- Logo: The visual trademark that identifies the brand, plays an important role in branding or brand marketing.
- Graphics: The graphics on the product or packaging should be eye-catching. For example, the dynamic ribbon is a graphical trademark part of Coca Cola’s brand.
- Shapes: The distinctive shape or the design of the Coca Cola’s bottle OR the shape of Volkswagen Beetle are trademark elements of these brands.
- Color: Color is a sub element of graphical design. Owens-Corning is the only brand of fiber glass that is pink in color.
- Sound: A unique tune or set of notes can denote a brand. For example, Nokia Tune is the trademark tune of the brand Nokia.
- Taste: Kentucky Fried Chicken (KFC) has trademarked its special recipe of eleven herbs and spices for fried chicken.
- Movement: Move of several parts of some product can be an identification factor of that brand. For example, Lamborghini has trademarked the upward motion of its car doors.
3. Tips For Effective Branding.
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. This tip involves all the above and is the most important tip on this list. If you can’t do this, your attempts at establishing a brand will fail.