Branding 101 : What You Need To Know

Branding is not equivalent to marketing, rather it is an integral part of it. It is not just an out-of-the-box name or a couple of whacky logos, branding in all is a well thought and careful process of creating consumer awareness of the product.

Companies like Apple, Reebok, Nike, Mc Donalds, Dominos etc. stand at a point in their product life cycle where just their logo can do the whole talking. This is the magic of branding. The next time you come across your favorite shoe company’s ad on the streets, remember to study it. The only reason why you should do this is because it will help you gain an insight into the world of branding. It remains to be one of the biggest and most important yet influential aspects of any business. As consumers we may not realize the importance of it, but when a business house has to sit down and think of it in a way to reach public consciousness, the story changes altogether.

So how does one define a brand at all? Defining a brand can be a very pains taking and a time consuming activity. It requires you to successfully answer the following questions at least:

• What is the mission of your company? Define where and what your company is looking at?

• What benefits and qualities of the product/service is being offered?

• What image or perception do the prospective consumers already hold of your company?

• With what do you want them be associated with your company?

The answers to these questions will put you in a better position as far as defining a brand is concerned. Don’t trust outside information, do your research and take your time. It is extremely important that you know what the consumers think of you.

It should be clear how important the branding can be for a business. This includes knowing who, what, when and where you want to communicate or deliver your brand messages. So a brand must circle around the consumers right? Right!

Branding includes 2 elements – external and internal to the consumer.

Internal brand elements include the following:

Personality: This relates to the consumer’s description of the brand.

Culture: The social context within which the brand is perceived.

Self-Image: What you feel as a company, what the brand says?

External elements include the following:

Physical Characteristics: What the brand has to say physically?

Reflection: Relates to the targeted audience or consumers

Relationship: The consumer’s ability to connect with the product and identifying the relationship with the brands.

A great example of a successful brand could be Intel. The company has used all the elements that are required build a strong brand and has effectively achieved it as well. The micro-chip manufacturing giant has been able to sustain their image and is now counted amongst the top ten brands of the world. The following content will explain what all YOU can do to become the next hot brand:

1. Create a logo: One of the most important aspects of branding is to have a great logo. Once you have one, place it everywhere! Don’t restrict your ideas, feel free to post them wherever you can.

2. Pen down the “brand messages”: It is extremely important that your employees share the same image as you. Make sure that everyone knows what messages are to be conveyed through the brand image.

3. Create a brand reflecting voice: Is your brand friendly? Be conversational. The voice should reflect all the elements of your brand including visual imagery.

4. Come up with a tagline: Have a tagline which encapsulates the whole experience your brand creates. Something that has a meaning, is clear and remains in the memory. Tagline can help consumers relate easily.

5. Be consistent: Without consistency, all of the above points and tips are useless. Drive for consistency, don’t be too fancy!

These were some tips on how you can start creating an image in consumers minds about your brand. Your brand is you promise to your customer, hence, it becomes extremely vital that you stick to it and be truthful. Once you connect with your targeted audience, you have one piece of the pie in your hand. For the rest of it, just be truthful, deliver your promises on time. Nowadays, co-branding has become extremely popular. You might have come across 2 brand names on the same product. This technique can also be very helpful when it comes to creating a brand name successful.

Once you have a brand, there are a million other things you can do for further promotion. Get into retail and merchandising. Print shirts with your logos, mugs/coasters, caps, etc. These may cost very little but then it becomes a foolproof method of free advertising. So don’t hurry, take your time and hire a professional if required because the road after that becomes only a little easier. Feel free to comment and suggest any thoughts you might have.