Branding

Branding makes a promise and you must fulfill that promise

Strong branding is often like religions.

"Branding is not a product. It is a relationship which is developed with your customer."

What is branding?

The visual, emotional, rational, and cultural image that you associate with a company or a product is branding. When you think Volvo, you might think safety. When you think Nike, you might think "Just Do It." When you think IBM, you might think "Big Blue." When you remember the brand name and have positive associations with that brand it makes your product selection easier and enhances the value and satisfaction you get from the product. Branding creates a sense of security and satisfaction.

While Pepsi-Cola may win blind taste tests over Coca Cola, the fact is that more people buy Coke than any other cola. The fond memories of childhood and the refreshment that people feel when they drink Coke is more important than a better cola taste. This is a cultural and emotional branding concept.

Example: Getting back to their roots, Coke's ads in Russia say, "Drink the legend."

It is this emotional relationship with brands that make them so powerful.

What makes up a brand identity?

Branding identity includes brand names, logos, positioning, brand associations, and brand personality. A brand name gives a good first impression and evokes positive associations with the brand.

Branding personality adds emotion, culture and myth to the brand identity by the use of a famous people (Bill Cosby - Jell-O), a character (the Energizer Bunny), an animal (the Republican Elephant) or an image (You're in good hands with Allstate).

Branding associations are the attributes that customers think of when they hear or see the brand name. McDonalds brings to mind a number of brand associations -yellow arches, Big Mac, Ronald McDonald, kids, Happy Meal, consistent food quality, etc.

How can we determine our brand identity?

Branding has been called the most powerful idea in the business world, yet few companies consciously create a brand identity. Ask your customers and find the top reasons they buy your products rather than your competitors. Then, use that message in every ad, in every news release, in communications with employees and in every sales call and media interview. By consistent repetition of the most persuasive selling messages, customers will think of you and buy from you when they are deciding on whether to buy from you or your competitor. Branding is the relationship with your customers.

Branding has power. Real power. Measurable power. Power you should understand and use.

For companies whose businesses are based on the Internet, forging a recognized brand name is even more important. With nothing to pick up or touch and hundreds of similar-sounding sites to choose from, online consumers have little to go on besides a familiar name. In cyberspace, anyone with enough resources to rent space on a server and build recognition for their brand is a potentially dangerous competitor.

Branding is more than just ensuring that customers recognize a logo or product name. Branding means creating an emotional association (such as the feeling of success, happiness, or relief, relevance and familiarity) that customers forms with the product, service, or company.

Example:

On a recent business trip, pressed for time, I needed to eat. There was an interesting Tropical Pub and a McDonald's. Though fast food isn't my favorite, I selected McDonald's. I knew what to expect. The Tropical Pub was an unknown. The branding relationship worked.

When I want a book, I go to the biggest book store on Earth - Amazon.com. While it may not really be the biggest, in my mind it is because of Amazon's branding. I believe it is and because it is, I believe I'll easily find the title I seek. Branding builds images.

Get started on your branding strategy - contact us .