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Before we can get into what branding means, it is essential that we gain clarity in regards to the differences between the words Brand and Branding.

“A brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers”

(American Marketing Association)

 

Let us break down this definition, first part of the quote mentions that a brand is a “name, term, design, symbol, or any other feature”.

A name can be the name of the business or product. A name makes it stand out from others.

A term can be a word that has a precise meaning in some uses, or is peculiar to a certain subject. A brand can become attached to a certain subject when it uses that subject’s terms. For example when the subjects of technology and computers have their terms mentioned, such as Operating System (OS) or Cloud Storage, the brand Apple and Microsoft come to mind.

A symbol in a plain sense is something visible that relates to something invisible, for example a lion is to courage.

A feature is the structure, form or appearance of something. Features can be prominent characteristics which can have a bigger hand in the formation of a brand.

 

Now lets address the latter of this quote, “that identifies one seller’s good or service as distinct from those of other sellers”.

Identification involves the process or state of identifying. An identity is a characteristic or personality that makes something distinct.

When goods or services are distinct they are considered different or rather separate from others.

 

Feature Photo by artofit.org

“Branding demands commitment; commitment to continual re-invention; striking chords with people to stir their emotions; and commitment to imagination. It is easy to be cynical about such things, much harder to be successful.”

(Sir Richard Branson)

 

 

Now we shall breakdown this quote on branding. “Branding demands commitment; commitment to continual re-invention; striking chords with people to stir their emotions; and commitment to imagination.”

This part of the quote I believe holds the everyday reality of branding. It really is the commitment to keeping your brand alive in the eyes of its people. Which is done through making efforts everyday to make those people feel something and appeal to their dreams and fantasies

 

“It is easy to be cynical about such things, much harder to be successful.”

It certainly is no easy task keeping our commitment to the people who believe in our brand. They expect that your brand continues to appeal to them in the same way it did from the beginning.

Success is not something you can catch by directly aiming for it, usually it is a journey that requires us staying true to our reasons we started which are rooted in our values. You’ll be doing the same thing for years, and slowly but surely gain traction. Especially when one day your branding becomes more relevant and appeals to a wider number of people, and sometimes the part that really speaks to them may not be what you expected.

 

Branding is your strategy to create the image that you have perceived for you brand

This is the ultimate goal of branding.

Your first efforts of branding are how you feel about your brand and what it stands for. You strategize what are the most effective ways to make others experience your brand in that same way with you.

Your feelings, the gut feelings of your potential customers, the physical features of your company & product are the building blocks of your branding.

 

Who does branding affect?

Branding affects everyone who sees it.

Not just yourself and your customers, but other stakeholders including your employees, shareholders, and any other third-parties.

Various Tools Companies use to build a brand

• Brand Essence and Core Identity

• Brand Identity

• Brand Positioning

• Brand Promise

Brand Communication Plans bring the brand to life

• Web Design

• Online Presence

• Advertisements

• Product and Packaging Design

• In-store Experience

• Sponsoring & Partnerships

• Customer Service

Branding = Product/Service (Values & Benefit) + Target Group (Values & Goals)

When the values and benefits of your product and/or service, align with those of your target group.

That is truly when you know your branding is on track.

What are the Goals of Branding?

 

Feature Image by insidefmcg 

Featured screenshots from YouTube

Differentiation from competitors

Say you are selling packaged sliced bread, which has been a necessity for the majority of us from our early history to now. You know you are not the only one who sells bread. Regardless of if you sell cheap or expensive bread, there needs to be an emotional and imaginative appeal in your branding. People get attached and remember more about how you made them feel, over just focusing on the list of features for your product and company.

If you’re from Australia like me, you’ll likely remember the Tip Top bread adverts that have played on TV for many years.

Most of these adverts feature a mother lovingly helping her kids get ready for school in the morning,  she seems happy and so are her kids. Tip Top played these kinds of adverts with bright colours and tunes so much for so many years, that anyone watching started to associate Tip Top with happy young families.

Consistent Brand experience

If going based on our previous example, Tip Top didn’t stay consistent with their bright happy family branding. Many people would start to feel confused or even as far as that the Tip Top they knew was gone. They stop trusting the brand, they become forgotten in the noise of other bread sellers, and many would believe their quality has lowered.

Brand Perception

When your customers believe in your brand they feel confident in supporting it, especially when it matches what they believe to be true about your brand and how it makes them feel. You really want to engage all 5 of their senses, which can be supported through what they can:

See: Your logo and all its used variations. Engaging high quality visuals such as commercials/advertisements.

Hear: Catchy jingles or catchphrases which eventually make their way into mainstream culture.

Smell: Smells trigger memories and emotions. Whether its how your product smells, or your shop front having a signature scent as customers walk through. Consider the kinds of scents you would choose for your brand and what emotions it may evoke.

Taste: Offering free samples or opportunities for your customers to taste new flavours.

Feel: Christmas TV commercials that really tug on the heartstrings.

 

Marketing vs Branding

Marketing is focused on:

• Short-term promotion
• Specific product characteristics
• Sale of new product or service
• What potential customers buy
• Gains attention
• Campaigns for digital & print

Branding differs by:

• Long-term establishment of a unique brand identity
• Builds relationships with customers
• Strengthens brand awareness and trust in brand
• Branding focuses on how customers feel in contact with brand
• Keeps attention
• Forms strategic basis for marketing measures to pay off on the brand

 

What are the elements of strong branding?

• Brand Identity, your externally facing image such as your colours, logo and website
• Brand Communication, how your brand identity is communicated through various channels such as advertising and social media
• Brand Name, this name functions best when it is either two words or less, and should stand out from others in it’s industry
• Brand Design, the design of your branding is considered strong when it is: consistent, easily recognisable, can be used to build trust and is scalable

What is good branding worth?

How it Pays Off

When efforts are consistent in branding, it pays off long-term. You may need to revisit your strategy regularly and align your budget with your expectations.

Cost

The cost of branding on average will fall between 5-10% of your annual turn over for your branding and marketing spend.

Resources to learn more

YouTube

What is Branding – inetdesign https://www.youtube.com/watch?v=yix0Z5etiYs

Books

Start with Why – Simon Sinek

Branding: In 5 and a Half Steps – Michael Johnson

References and Blogs

G’Day Frank https://www.gdayfrank.com/post/the-cost-of-building-a-brand

The Branding Journal https://www.thebrandingjournal.com/2015/10/what-is-branding-definition/

Helder.Design https://helder.design/en/branding/