Ask any group of people what branding is, and you will likely get a different answer from each person. You’ll hear all things from a logo to your look-and-feel to letterhead. Often, the words used to describe branding are about what a consumer can see. But, branding actually runs much deeper.
As a branding agency, we’re taking ownership of redefining branding in the business owner’s mind. We want your brand to be the strongest and most effective it can be. In order to do that, you have to look at branding from a holistic viewpoint. Here’s what we suggest:
Your brand is every thought or perception a consumer has about your organization or product(s).
Branding is the actions you take and the process you implement to influence and shape these thoughts and perceptions. It is the strategy designed to help consumers quickly identify your organization and product(s), and to give them a reason to choose you over your competitors.
While branding does include what your consumers see, it’s actually more about how what your consumers see, makes them feel. It’s the perception that lives in their hearts and minds; the feeling that lasts after they’ve interacted with your product or service; and a memory your product or service takes them to. It is every part of your business that shapes the way your customers perceive your business and products or services.
Messaging, packaging, and marketing materials ARE all part of a brand but so are the quality and integrity of your product or service, the experience your consumer has engaging with your product or service, and the sponsors and partners you choose to affiliate with. If executed effectively, it’s a beautiful concert of all these things and more, and it’s constantly dynamic. One interaction can be extremely positive and the next negative. If nothing is done to correct course, your brand could be associated with disapproval in this consumer’s mind. The actions you take to influence these interactions (good and bad) are all part of branding.
No matter the size of your company, you can proactively lay the groundwork and set processes to develop and execute a cohesive and consistent brand. Over the next two months, we’ll be sharing more about branding, the benefits of successful branding and when to hire a branding agency to assist in your efforts. In the end, we’re confident you’ll agree, branding is more than just what you see.
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