What is branding?
The meaning of the word “brand”?
A Brand is a persons Gut feeling about a product, service or company. — Marty Neumeier
Companies look for ways to connect emotionally with customers, become irreplaceable and create lifelong relationships.
In order to be irreplaceable one must always be different. — Coco Chanel , House of Channel
The origins of branding?
The word “ Brand” comes from a Poto-Germanio root meaning “to burn with hot iron”. The word’s main usage developed around the 1580's when cowboys began burning identifying symbols on their cattle. Later in the 19th Century the word started to be applied to branded goods that received the mark of their maker.
A brand , it’s not what you say it is, it’s what they say it is.
Branding Is what will make your business become not just another business in your industry but the business that offers something in a unique and memorable way — Branding is what will make you stand out from the competition.
What’s your brand?
It consists of 3 main elements:
- Brand values (core values).
- Visual branding.
- Voice branding.
The omission of brand values in the early stages of your business can be fatal to the longevity of your business. Without brand values, a business lacks direction and the unifying power that will allow it to grow without losing its identity.
Values define everything a brand is and isn’t. So before you even think about what design you’d like as your brand logo, or how you’d like your brand to look — you need to determine what your brand should feel like. What values will it represent in the world?.
Take Nike for an example, everyone knows the brand but not everyone knows the meaning of the word. Nike was the name of the Ancient Greek goddess of Victory, she was the goddess of athletes and winners. The values of “ Victory” and “Winning” have helped take Nike from a small athletic shoe company to an entire sports empire that still champion these values.
Another well known brand is Apple, apple wasn’t Steve jobs’ favorite fruit. The apple actually comes from Newtons apple — it’s an apple that represents discovery, innovation and forward thinking. These are precisely the values that apple has proved over the Past decades.
The modern brands include powerful emotions or feelings that it transmits to the world and it is on these emotions that the popularity and success of most brands hang.
- Nike feels like Victory, determination and giving your best.
- And Apple feels like innovation, creativity and making progress
So how do you want the customers of your brand to feel when buying your products or services? Or what’s important about the way you want to be doing business?
Is it :
Innovation, creativity, color , energy, stability, trust, risk-taking, artistic expression, timelessness, winning, speed or steadiness.
Once you have your core values in place, you can then start building the other two elements of your brand that will communicate those values to the world.
Now that you have this amazing idea that you want to package as your product/ service, the visual identity of your brand includes logo, colors and typography. The purpose of visual branding — when using visual branding guidelines, will help you maintain a consistent and identifiable brand look that will make your brand easily recognizable and identifiable.
Even none of these constitutes the foundation of your brand , not even your logo. This is when things are tangible and appeals to the senses. You can see it , touch it, hear it or watch it move.
Design plays an essential role in creating and building brands. Design differentiates and embodies the intangible — Emotion, context and essence — that matter most to consumers. — Marin Cullen
Voice branding includes things like your brands tag line, — this will influence customers buying behavior by evoking an emotional response. A tag line is a slogan, clarifier, mantra , company statement or guiding principle that describes, outlines or helps create an interest — the type of tone and language your brand uses when communicating to fans. The best brands speak with one distinctive voice, each word offers an opportunity to inform, inspire and fuel word of month.
Language and communications are intrinsic to all brand expressions. Unified, consistent high-level messages demand buy in at all levels, the commitment must be long-term and the main purpose of branding is to get more people to buy more stuff for more years at a higher price.
The role of color in branding( in:
Branding can create a brand tribe if it is aligned with its purpose — A brand tribe is a group of customers who are linked by a common understanding of a product,service or company.