Human beings are emotional creatures, we are emotional buyers of products and that’s what branding aspires to do. Interacting with these products provide experiences, and we buy them with that experience in mind. It is a way of distinguishing yourself from the competitors and clarifying what it is you offer that makes you the better choice.
What’s a brand?
A brand is a marketing practice in which a company creates a name, symbol that helps its customers to identify a product and distinguish it from other products and services. Branding is the process of researching, developing, and applying a distinctive feature to the business.
An effective brand is much more than just a logo. It is the summation of all the things customers think and feel when they encounter your company. Brand designers are experts in helping your company look professional and reach the right audience.
A brand is just a perception, and perception will match reality over time
– Elon Musk
a brand is a person’s gut feeling about a specific product or company. Each person creates his or her own version of it, and some brands increase or decrease in popularity because of how people feel about them.
Is branding important ?
It depends, if you prefer to stand out , build strong brand recognition, create a consistent brand experience for your target audience, spark a consumer connection, then brading is the way to go. One can argue that all these things can be achieved without branding too, it just takes longer to get there, here is one example of that.
Elements of Branding
There is no one size that fits all, however every business needs an essential kit of elements which are as follows.
- Brand Values : Brand values are the foundation to which a company can be built upon and what can guide further growth and transformation. Brand values communicate what a company believes in.
- Mission Statement : Think of your mission as the brains of the operation—a short and succinct statement that defines the present state and purpose of your organization. Here is Coca Cola’s mission statement as an example.
- Brand Strategy : A brand strategy clearly and concisely documents the fundamental thinking that defines the essence of the brand you want to build. Here are some examples
- Brand Guidelines : It is like a brand bible, comprised into a tangible document that will reflect and support your business goals, differentiate you from competitors, resonate with customers, provide a template for decision-making. Here are some great example of good brand guidelines
- Brand Identity : This will usually include visual elements associated with your brand, from your logo and typography to color palette, product packaging design, website design, and even your social media graphics.
- Additional brand assets : depending on the needs of the business,big or small business you may need additional assets like Videos, event flyers, standees, etc.
So Brand & Branding is the same?
Brand as we have seen, isn’t just a logo or a brand name or product name. In fact, it isn’t any one thing. Your brand is everything. It’s the perception of your company, products and services in people’s minds. Branding is a verb or a brand personality in sustainable continuity. It is all those activities or sustainable marketing strategy that keeps the brand relevant after it has been created. Although these two terms are used interchangeably to keep things simple.
A professionally designed brand also builds credibility. Looking professional builds trust with your potential customers by helping you appear experienced and competent. Here are 3 examples of poor brand consistency .
Summary : Whilst not all businesses are made equal, or at the same stage of a business lifecycle, so there is no rule of thumb with branding, however with credibility at the heart of branding, it is important for every business to see themselves through their customer’s eyes. We are here for you if you have any questions on a new brand idea or new product.