Do you know what branding really means and why it’s so important?
Some say branding is a logo.
Others say branding is the name.
Or, are there more definition beyond it?
That’s kinda…intriguing. Huh?
Well, what we commonly know about branding is only what we can see. If there’s a logo, there’s branding.
Today, I’m going to talk about the real meaning of branding.
Let’s start and get the meaning of brand first.
Table of Contents
What is a brand?
According to the American Marketing Association,
“A brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers”
This means it encompasses all facets of who you are as a business. Your branding will help separate you from other sellers or competitors.
A brand is the wholeness or totality of your business and not just the logo itself.
Here’s the definition of branding from Kotler & Keller.
“Branding is endowing products and services with the power of a brand”
Marion of thebrandingjourney.com simplifies the definition.
“Branding is the process of giving a meaning to specific company, products or services by creating and shaping a brand in consumers’ minds. It is a strategy designed by companies to help people to quickly identify their products and organization, and give them a reason to choose their products over the competition’s, by clarifying what this particular brand is and is not.”
Why are we branding?
As defined above, branding is a marketing strategy and to create meaning for your target market.
A meaning to perceive of what you are selling or what you are offering to them.
A strategy to be uniquely recognized and differentiate from your competitors.
It simply goes beyond the name, the colors, and the text of your logo.
More importantly, it is a marketing game plan for creating your business to be valuable in the market. When you become truly valuable, your brand will definitely shine. Think of Apple and Coca-cola, what do you think of these brands?
Who do we brand for?
Obviously, this is an easy answer for you. But let me explain it further.
We do not brand only for our customers. We brand to all people who can see us as a business, a person or an entity.
Why should we go beyond to our customers?
Simply because real branding is creating a lifetime awareness for all types of people. Even those you think outside of your current market. For example children, old men, sick persons or to anyone who is not yet your target customers.
One thing for sure, these people who are yet to be your customers might one day become your market. Or they will refer your product to your catered market. That’s pretty amazing, isn’t it?
That’s the power of brand awareness. There’s a compounding effect.
Be inclusive to your branding.
As a starting point, you may focus on your target market first.
Where do we start?
The most powerful brands in the world are the ones who create feelings and not colors and designs.
Branding is about creating emotions.
People attach emotion to brands either love and hate, care or neglect, poor or excellent.
They are motivated to buy products based on feelings and not primarily on logic.
Where do you start? Start branding from within.
How do you want to be felt by your customers when they see your product or services?
Think of this one critically. Understand the psychology of your customer.
Again, a brand can only become powerful when people began to associate emotions with your product.
How do you do this? It’s not an easy answer though.
Here’s my answer: Ask yourself.
What type of emotions do you want to associate with your brand? Is it prestige, excitement, happiness, love, care, or service?
This requires a lot of brainstorming. A lot of people buy Apple products even it is expensive. Why? It provides a feeling of prestige and satisfaction. I feel it.
Branding is really crucial to building credibility and integrity to your business.
It is a strategy and creating meaning towards your customers. It is fulfilling customers’ emotions. Make it a holistic approach.
Brand awareness requires careful planning. It cannot be built overnight, but we can start now creating meaning and build a good impression.
Branding is a lifetime commitment.
So, start branding well.