Entrepreneur magazine defines branding as “The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products.” In simple words, “Brand” is the promise you give to your customers and clients. It’s not just a good looking logo or an icon with a one-line description called “tagline”. It’s what distinguishes you from your competitors. Your brand is derived from who you are, who you want to be, and who people perceive you to be.
Of cause a good looking logo which well-designed makes your customers recognise you and your company, a brand is more than that. As such it represents everything your organisation offers and stands for, encompassing the entire experience a customer has with your product/service — and your organisation. How you answer the phone calls or reply emails, consistency in quality of products and services.
A brand is not just a logo, it’s the overall impression & experience you give to your audience. Amy Locurto
We all know that Android is the most popular operating system around the world with over 80% of the market share, while Apple’s iOS only get 14%. But Apple’s iPhone 6s and 6s plus was sold over 20 million units in just two days of they started selling and the loyalty of iPhone users is much higher than those of Android users. Do you think Apple’s iOS is better than Android, or iPhones are better than Android phones? No. The most popular and useful features are available on Android OS since several years ago, and iOS has limitations such as lack of customisation options and transferring apps, and media files. So, how did Apple become the most valuable brand in the world and millions of iPhones are sold out in just a couple of days?
Brands must represent a set of core values that guide every aspect of their personality, their employees’ work, and their vision for the future and Apple knows that and apply their works on those.
There are four realities of branding. Those are
- The brand is not part of the business, it is the business.
- A brand is about experiences, not logos or tag lines.
- The little things a company does CONSISTENTLY are much more important than the BIG things that it says.
- A well-executed brand strategy is the single most important differentiator between a good company and a great company.
So if you’re tempted to update your logo, firstly review your customers’ experience with your organisation. Why not consider adding value to that before altering your mark.