If I had to say the word ‘’brand’’, what is the first thing that pops in your head? Apple? Coca-cola? McDonalds? Just because some big brands may initially come to mind, it certainly doesn’t mean that this is simply for the big players in the industry only. Allow us to explain what branding is and just how important it is for your company.
What is Branding?
Back in 1886 a small company entered the beverage market with the aim of producing and distributing soda. The company needed to distinguish themselves from the other successful soda companies around, thus a dark caramel-colored beverage was created. Coca-Cola is now sold in all but two countries in the world and ranked as the 4th most valuable brand.
The american marketing association (AMA) defines a brand as a “name, term, sign, symbol or design, or a combination of all intended to identify the goods and services of one seller or a group of sellers and to differentiate them from the rest’’.
Branding goes further than logos and graphic designs, but focuses on a company’s attributes and characteristics. If you think of Volvo, some people may highlight the cars luxury design or consistent performance, but the majority will immediately think ‘‘safety’’ as this is the identify Volvo has successfully developed over the years. Consider your brand an ongoing marketing campaign that never actually ends.
For those of you who may still be wondering what branding really entails. A couple of examples should help paint a more clear picture.
Types of Branding to Enhance Your Marketing Strategy
A brand is an integral part of an organisation’s online and offline strategic marketing strategy. The range of analysis, graphic design and implementation surrounding a brand is far too complex to cover over a single blog. However as part of an introduction here are a few examples..
Brand identity focuses on the graphic design around the visual devices used within a company. Look at Apple, their colour palettes, fonts and layouts are consistent throughout not only their website but their social media marketing strategy and advertising campaigns. A successful brand needs their identity to flourish across their marketing mix.
Logos represent the powerful image that connects our minds to the business in question. Instant recognition is the holy grail for a business. Using your company logo across all your marketing channels increases recognition and professionality.
Tone of voice is not what you say, but how you say it. Having a consistent tone of voice across your channels not only builds trust but can ultimately be used to influence and persuade. Whether it’s Sharpies’ creative and entertaining voice or Tiffany & Co’s elegant style, your tone of voice should be consistent throughout your marketing mix.
What’s your take on the above branding benchmarks? Are there any other examples that have inspired you ? We would love to know!
Benefits of Branding
For some people, branding may have been the identified as the next step to take your business to the next level. For others, who are still undecided or unclear on the true importance of this service, the following should grab your attention.
Branding helps you differentiate your business. The truth behind a brand is their reputation. A branding strategy helps achieve experience that generates greater sales and an overall culture of success.
Successful branding will create a strong customer loyalty presence and will aim to build awareness, which is amplified by a social media marketing or targeted advertising campaign.
And finally, branding helps put a face to the name. The power of a brand allows customer to anticipate your products and services. A greater sense of familiarity increases the trust placed on your company.
Have we got your interest yet ?