Branding for Dummies
A brand is the idea or image of a specific product or service that the customers can connect with, by identifying the name, logo, slogan or design of the company.
Branding is defined as the marketing practice of creating a name, symbol, logo or design that identifies and differentiates your product from others.
In today’s market scenario, Branding is as important as the product itself, it helps build your company reputation, expand beyond your original product or service, and increases revenue exponentially compared to a non-branded watermark.
The foundation of your brand is your logo. Your website, packaging and promotional materials– all of which should integrate to your logo and successfully communicate your brand.
A brand is strongly associated with the quality of the service and the emotions perceived by the consumers. A strong brand represents superior quality of product or service. An obvious example of this is Apple vs. other laptops. People are ready to shell out more for Macbooks for their superior quality and the brand itself.
Defining your brand is like a journey of self discovery. It can be difficult and time consuming and requires you to answer some crucial questions:
- What is your company’s mission?
- What are the benefits and features of your products and services?
- What do your customers already think of your company?
- What qualities do you want them to associate with your company?
Do your research. Learn the needs, habits and desires of your current and prospective customers/Audience. Don’t just rely on what you think the customers think. Make an effort to actually find out how and what they think.
Once you’ve defined your brand, it’s time to get the word out. Here are some simple and time tested tips:
- Get a great logo — Place it everywhere.
- Develop a tagline — Write a meaningful, memorable and concise statement that captures the essence of your brand.
- Design templates and create brand standards for your marketing materials — Use the same color scheme, logo placement, look and feel throughout.
- Write down your brand messaging — What are the key messages you want to communicate about your brand?
- Be true to your brand — Customers won’t return to you if you don’t deliver on your brand promise.
- Be consistent — This tip involves performing all the above repeatedly and consistently. If you can do all of these,
you will most definitely build a successful brand.