Branding is actually quite complex topic. You sort of know what it is but when you are asked to define it then it starts to be quite difficult…
If you search for the word brand, Wikipedia will tell you that “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”. But is that all? Do you think that if you find a nice name for your business and ask a graphic design to create a logo, you can say that you created a brand? I don’t think so! A brand is much more!
It is actually the whole perception of the company, their products and services. It is the impression which you get when you think about that brand. Think for example about Apple. It’s difficult to find more successful and inspirational brand in the world. When you see the logo you immediately think about sleek, luxurious and innovative products. Is it thanks to the logo? No, definitely not! Their strategy focused always on the emotions and positioned themselves as something different. Apple’s customers don’t want to buy their products because thy have A14 Bionic chip and Rated IP68, they buy them because they are Appel’s products and having them makes them feel special.
To find out how to build a strong brand lets see which elements a brand should contain
Identity – It’s what makes the brand unique and distinguished from other companies selling similar products or services. It can relate to visible elements of the brand like colour, design and logo but also slogans which immediately let you think about that brand for example “Just do it” from Nike.
Image – is the idea formed in customer’s mind about the brand. It’s based on the interactions customer had with that brand not only by buying or using the product and the expectations they have when thinking about this brand
Positioning – is which segment of the market the brand is targeting and how it want to be perceived by customers. Is it directing it products to
Personality – emotional qualities you associate with the brand. If the brand was a person what sort of person would it be, sophisticated and reserves or exciting and friendly. For example luxurious jewellery brand would have a different personality than a family restaurant.
Experience – is what you feel when you buy the products or services from that brand. It can be related for example to the feeling which you get when you are unboxing the product. The experience you have when you walk into the store and talk with the person working there.
But branding isn’t limited only to products! There are actually 4 types of branding
Product Branding – the most common type where a product or service is given an identity to differentiate from other similar products. For example Apple products.
Corporate Branding – it covers all the activities and marketing affairs of a company. It’s their philosophy and core values. It has not only impact on the company sales but also great importance when it comes to hiring employees
Geographical Branding – often used by the tourism industry by assigning certain characteristic and experience to attract tourists. Think for example about romantic Paris or Fun Las Vegas.
Personal Branding – the branding I want to focus on in my blog. It is the most common among artists, athletes and celebrities. Think for example about Marilyn Monroe who had a very unique brand but actually everybody has their own brand and they should be careful creating it!
Kasia Giska