What is Branding?
Branding is a term from marketing, that encompasses all the processes involved in creating a company’s image. The word brand was initially used by farmers – there had to be a way for them to somehow mark their cattle and make it visible that it belonged to them. So they started branding symbols on their animals. Similarly, people today brand symbols and ideas on their companies.
However, the process of branding does not only rely on symbols or names. It includes a much wider picture – apart from logos and visual presentations it includes the entire advertising, customer service, promotional merchandise, reputation, PR, social media presence, your store environment, nonprofit partnerships, etc. All of these areas work together in order to distinguish a company from its competitors and to make a memorable experience for their customers.
According to Jeff Bezos “branding is what people say about you when you’re not in the room.”
Your company makes a kind of an impression on your customers. And it is upon the process of branding to make this impression the best possible.
Picture 1. What is branding?
How do You Build a Brand?
There are several things you should keep in mind when we talk about building a brand from scratch or rebranding an existing company that might not be working out for you as you wish:
1. What Makes You Unique?
How is your brand different from others? What unique value does it bring to your customers? What is the story behind your company and what kind of personality does your company have?
When you put it that way, it seems as if you should observe your company as a human being. And it is true to a certain extent. Think about it this way – your company is about to meet a group of new people. And it’s all about that first impression. If they’ve got a lot of things in common, they could start hanging out, which could lead to a beautiful friendship. Or they’ll just go separate ways, which is not how you’d like your company to end up, right?
Related: How to Build Brand Loyalty?
2. Who is Your Audience?
It’s pretty clear that you can’t show off your product in the same way to all groups of people. So it’s extremely important to have a clear image of what your audience is like and what they want from your business. This will have a huge impact on your communication, visual presentation, advertising, marketing channels, etc.
3. What does Your Brand Look Like?
Once you’ve figured out who you are and who you are talking to, it’s time to figure out what would be the best visual presentation of these. We’re talking colors, shapes, templates, etc. Creating your logo is one of the vital processes of branding and in the end, it will be the most recognizable part of your brand.
4. What is the Easiest Way for Customers to Connect with Your Brand?
After creating your visual presentation and giving your brand a personality, it’s time to let it speak. Take your customers preferences into consideration and start making an impact on the channels they prefer. Use a language similar to your customers’ – connect, comment, tell stories, engage with your community. And most importantly, monitor and react if something doesn’t resonate with your audience well.
Why is Branding Important for Business?
With an ever-growing market, nowadays it is extremely difficult to stand out from the crowd and get your message to that selected group of people you like to call your customers. Moreover, these times call for acting fast, and many companies simply neglect the entire process of branding because they don’t have the necessary time or resources to develop their story to detail. And this is where they’re wrong – since creating a strong and viable brand needs all those details that might seem insignificant. Your brand is what differentiates you from your competition. What makes you unique and gives your customers value. It is what motivates and directs your staff. It is ingrained in every part of your organization. And only when observed in that way, it can fulfill your goals and bring success.
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