What is branding?

What is branding?

Branding is a disciplined process used to build awareness and extend customers loyalty.

Branding is about seizing every opportunity to express why people should choose one brand over another.

A desire to lead, outpace the competition, and give employees the best tools to reach consumers are the reasons why companies leverage branding.

The process of branding:

1. Conducting research

2. Clearifying strategy

3. Designing identity

4. Creating touch points

5. Manage assets

Types of branding

1. Co-branding: partnering with another brand to achieve reach

2. Digital branding : web, social media, search engine optimisation, driving commerce on the web.

3. Personal branding: the way an individual builds their reputation.

4. Cause branding: aligning your brand with a charitable cause; or corporate social responsibility .

5. Country branding : efforts to attract tourist and businesses.

6. Emotional branding: a dynamic cocktail of anthropology, imagination, sensory experienced, and visionary approach to change.

 

Four basic must ask questions about any Brand

As competition creates infinite choices, companies look for ways to connect emotionally with customers, become irreplaceable, and create life long relationships.

To achieve the right connect you must ask and know the answers to the under listed:

Four (4) most important questions to ask a brand?

1. Who are you?

2. Who needs to know?

3. How will they find out?

4. Why should they care?

Brands have three(3) primary functions

Navigation

Brands help consumers choose from a bewildering array of choices.

Reassurance

Brands communicate the intrinsic quality of the product or service and reassures customers that they have made the right choice.

Engagement

Brands use distinctive imagery, language and associations to encourage customers to identify with the brand.

Ps. For your brands to illuminate it must be married to intelligence and insight with imagination and craft.

 

Brand Basics

What is a brand?
A brand is a persons gut feeling about a product, service, or company.

What is Brand identity?
Brand identity is tangible and appeals to the senses.
Brand identity fuels recognition, amplifies differentiation, and makes big ideas big ideas and meaning accessible.
Brand identity takes disparate elements and unifies them into whole systems.

Design plays an essential role in creating and building brands.
Design differentiates and embodies the intangibles -emotion, context, essence - that matter most to consumers.

Brand identity implies an asset.
Corporate identity sounds too much like expense.
This is an important distinction.

Brands help consumers cut through the proliferation of choices available in every product and service category