Branding Revisited
Branding to some entrepreneurs seems an easy job: create an edgy design, pitch in some fresh messages, update the stationery including the custom envelopes, and, presto, their brand is born. Unfortunately, effective branding is more than that.
What is branding?
In its simplest term, branding is the guarantee of the company to its customers. It’s more than the logo of the business. The logo simply serves as the cornerstone of the brand. The brand is what distinguishes the business from its competitors. It communicates to customers what the business is about and what to expect from the business.
Similarly, the tag line, business name, and marketing messages are just representations of the brand. These are integral in setting expectations, delivering a promise, and communicating what the business stands for. A brand is not simply about color schemes, stunning images, and captivating headlines.
A good brand reflects not just what the company says but what it does as well. To define brand, it’s imperative to think of the business at all levels: the visions of the company, the employees, and the customer experience. Think of the interactions that will happen day in and day out. If the brand is strong it will continue to deliver on its promise on every interaction.
Brand strategy
Consistent branding adds value to the products or services offered by the company. This gives the company the liberty to charge more for their brand compared to similar products. Take for instance Coca-Cola. Because its brand is strong, it can charge more for its sodas and people will willingly pay the price.
Developing a brand
As mentioned earlier, a brand is more than a logo. It’s more than just deciding on a name. Karen Post, author of Brain Tattoos, Creating Unique Brands that Stick to your Customers’ Minds, she mentioned 6 steps in establishing a super brand:
1. Draft your brand DNA or essence. This refers to the purpose, points of difference, personality and promise of the brand. The brand DNA basically serves as the groundwork of everything a company does. Every decision they make—whether it is in marketing or communications—should be guided by the brand DNA.
2. Define and relate to your target audience. This means defining and understanding who your customers are. What are their age, sex, income, lifestyle, gender, and location? What are their needs and wants and what motivates them to buy?
3. Choose a brand name. The brand name should be memorable, emotional, and has personality. Although a name is not necessary, it will help make the brand lasts a long time. Be original as possible and don’t use names that are difficult to spell or pronounce.
4. Create a logo. This is the visual representation of the business. Think simple when designing a logo. Use just one color if possible not only to save on printing but to help convey the brand image effectively.
5. Make a list of all your other touch points. Put the brand on everything associated to business including the promotional materials such as the business cards and envelope printing and even on how the phone is answered.
6. Create a demand for your brand. Provide good experience to customers and they will surely come back again and again.
Branding is not a one-time affair. It’s a continuous process that is based on day to day activities. With a strong branding strategy, a business can easily gain a major edge in today’s increasingly competitive market.
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