Tell me… what is branding?
The word “branding” has become a trendy buzzword in the recent years. Have a good product may not guarantee you business success & sustainability, it definitely has to be synergised with other strategies like having a good brand image, marketing, sales and the list goes on.
I chanced upon this statement, “Branding is what people say about you when you are not around.” – Do you agree?
Branding can help increase awareness, help customers identify your business better, project your culture and intended messages.
The Definition of “Brand”
Extract from Wikipedia
A brand is the identity of a specific product, service, or businessAaker, David (1991), Managing Brand Equity.. A brand can take many forms, including a name, sign, symbol, color combination or slogan. The word brand began simply as a way to tell one person’s cattle from another by means of a hot iron stamp. A legally protected brand name is called a trademark. The word brand has continued to evolve to encompass identity – it affects the personality of a product, company or service.
- Your company logo
In this funny entry at ClientsFromHell, it is evident how people have misinterpreted what branding is!
- your company’s reputation
- the experience
- all touch points that a customer comes in contact with you when they use your product or service
- it travels by word of mouth whereever your customer goes
The Open Brand
This will change your view about branding.
In the book The Open Brand by Kelly Mooney, (which I highly recommend) it started with a great introduction on Page 12-13.
Here are only two thought-provoking questions out of 12:
If you believe…
that consumers buy what marketers promote.
believing that consumers buy what their friends endorse?
If you believe…
Brand managers own and orchestrate the brand.
Consumers co-create brands?
Great Quotes on Branding
“If you don’t get noticed, you don’t have anything. You just have to be noticed, but the art is in getting noticed naturally, without screaming or without tricks.”
“I have a BMW. But only because BMW stands for Bob Marley and The Wailers, and not because I need an expensive car.”
“Create your own visual style… let it be unique for yourself and yet identifiable for others.”
“Products are made in the factory, but brands are created in the mind.”
“An image is not simply a trademark, a design, a slogan or an easily remembered picture. It is a studiously crafted personality profile of an individual, institution, corporation, product or service.”
–Daniel J. Boorstin