What’s a brand?
A brand is a
characteristic or set of characteristics that differentiate one organization
from another. A brand typically consists of a name, tagline, logo or symbol,
design, brand voice, and other elements. It also refers to the overall
experience a customer has when interacting with a business, whether as a
shopper, customer, social media follower, or simply a random stranger.
What is branding?
Branding is a way of researching, developing, and implementing a distinguishing characteristic or set of features for your organization so that customers can begin to correlate your brand with your products or services.
The
Coca-Cola brand, for example, has one of the most recognizable logos and color
stories in the world. The flawless red and white lettering, vibrant artwork,
and distinct font have stood the test of time.
The Coca-Cola brand has survived and is a testament to the power of consistent, successful branding that consumers have come to love.
Having said
that, branding is an iterative process that necessitates connecting with the
heart of your customers and your business. It's important for several reasons,
which we'll go over below.
The Importance of Branding
Your brand
is undoubtedly one of your company's most valuable assets. It gives your organization
a sense of identity, makes your company memorable, encourages buyers to shop
from you, supports your marketing and advertising, and instils pride in your
employees.
When consumers make a purchase decision, branding can be a deciding factor. According to a Capgemini study, users who have a connection to a brand spend twice as much as those who don't.
Branding gives your company an identity that extends beyond its product or service. It provides customers with something to relate to and connect with.
Branding
makes your company memorable. It is the face of your company and aids consumers in
distinguishing your company across all mediums.
Your marketing and advertising efforts will benefit from branding. It gives your promotion that extra boost of recognition and impact.
Branding
instils pride in your employees. When you brand your company, you are not only giving your
company identity, but you are also creating a reputable, well-regarded
workplace. Strong branding attracts strong employees.
Branding Terms to Know
Here are
some more brand-related buzzwords to be aware of. They emphasize the
significance and value of branding your business.
Brand Awareness
Brand Identity
Brand identity is your company's personality and the promise
you make to your customers. It's what you want your customers to remember after
interacting with your brand. Your values, how you communicate your product or
service, and how you want people to feel when they interact with it typically
comprise your brand identity.
Strong branding provides your company more than just a
name.
Brand Extension
When a company "extends" its brand to create new
products in new industries, this is referred to as brand extension. Brand
extensions enable businesses (or individuals) to increase income streams and
diversify product lines by leveraging brand awareness and equity.
Strong branding generates more revenue.
Brand Management
The process of creating and maintaining your brand is
referred to as brand management. It entails managing both the tangible (style
guide, packaging, colour palette) and intangible (how your target audience and
customer base perceive your brand). Your brand is a living, breathing asset
that should be managed accordingly.
Strong branding necessitates ongoing maintenance.
Brand Recognition
Brand recognition refers to how well a consumer (ideally
from your target audience) remembers and identifies your brand without seeing
your company name — through your logo, tagline, jingle, packaging, or
advertising. This concept is related to brand recall, which is the ability to
recall a brand without any visual or auditory cues.
Strong branding keeps your company at the forefront of
people's minds.
Brand Trust
Brand trust is the degree to which customers and consumers
believe in your brand. Do you follow through on your marketing promises? Do
your sales representatives and customer service representatives go above and
beyond? These things can build trust among your customers, which is important
in a world where only 25% of people trust large corporations.
Strong branding instils believe in your customers.
Brand Valuation
The commercial value of your brand is derived from consumer
perception, recognition, and trust which is known as brand valuation. This
concept is related to brand equity. A strong brand can make your company
irreplaceable to investors, shareholders, and potential buyers.
Strong branding raises the value of your company.
How to Create a Brand
- 1. Determine your target audience.
- 2. Establish your mission statement.
- 3. Define your values, features, and
benefits.
- 4. Create your visual assets.
- 5. Find your brand voice.
- 6. Market your brand.
Here's how to create a brand — or start the process of
rebranding an existing one.
There's a lot that goes into building a strong brand, and
there's a lot to think about. So, take out a notebook and scribble down ideas
as you read through this section. Recognize that branding is an iterative
process, so some of these steps may be repeated as you brainstorm and build
your brand.
1. Determine your target audience.
Branding results in increased awareness, recognition, trust,
and revenue. That has been discussed. But first, let's take a step back and
look at where those come from: consumers. Not just any consumers, but your
intended audience and customers.
If your brand does not resonate with your target audience,
it will not result in awareness, recognition, trust, or revenue. This is where
target market research comes into play.
Before you put pen to paper (or cursor to digital document),
you need to know who your branding will be speaking to. Who is your product
intended for? Who is your ideal client? Why did you start your company in the
first place?
What you learn about your target market and buyer personas
will influence your branding decisions in the future, so prioritize this step
first.
2. Establish your mission
statement.
Let's go back to the question I posed in the previous step:
Why did you start your company? Answering this question will assist you in
developing your mission statement, which defines your organization's purpose
and passion.
You must be able to communicate the purpose of your business
before you can create a brand that your audience recognizes, values, and
trusts. The mission and vision can then be reflected in every aspect of your
brand (logo, tagline, imagery, voice, and personality).
Your mission statement is a key component of your brand
manifesto, which explains why your company exists and why people should care
about your brand.
3. Define your unique
values, qualities, and benefits.
There are most likely many businesses in your industry and
niche. It's tempting to focus on your competitors (and there's a time and place
for that), but for now, let's concentrate on you.
What is it about your company that no one else can (legally)
imitate? Your company's brand.
As a result, you must ensure that your brand is made up of
and inspired by elements that are uniquely yours: the values, benefits, and
qualities that distinguish your company.
Make a list of what distinguishes your company from the
competition. I'm not referring to product features (such as appearance,
components, or capabilities); rather, I'm referring to how your products or
services improve people's lives and contribute to their success.
4. Create your visual
assets.
At this point, you should be aware of your target audience,
mission statement, and the distinguishing characteristics of your company.
If you can confidently say that you've mastered these steps,
it's time to move on to one of the more exciting aspects of branding: visual
design. We're discussing your logo, color scheme, typography (fonts),
iconography, and other visual elements.
Create a set of brand guidelines (or a brand style guide) to
govern the composition and use of your visual assets as you create them. This
ensures that whoever uses your new branding does so consistently and
accurately.
5. Find your brand voice.
Consider your brand's auditory component next. What would
your brand say if you had a conversation with it or texted it?
Your branding is also influenced by how you communicate with
your target market. You want to establish a brand voice that connects and
resonates with your target audience; otherwise, they won't pay attention. As a
result, don't be afraid to go back to step one and become acquainted with the
person to whom you're speaking.
Ensure that your tone is consistent throughout all your
written content, from your advertising campaigns and social media captions to
your blog posts and brand story. Allow your audience to become acquainted with
your brand and learn to recognize the sound of your voice. Even better, hone a
fun, entertaining voice, and your customers will eagerly await your social
media and email updates.
MailChimp is an excellent example of a brand that uses a
consistent tone. I always chuckled when I received their emails and worked in
their interface when I used their free plan for my small business. MailChimp
has established a brand voice and personality that is personable, fun, and
accessible — it can be difficult to explain technical aspects of a software
product (such as A/B testing), but MailChimp has mastered that as well.
6. Put your branding to
work
Your brand will only succeed if you do. Once you've finished
designing and creating your new brand (or rebrand), incorporate it into every
aspect of your business. Pay special attention to displaying it anywhere your
company interacts with customers.
Here are a few pointers for implementing your brand
throughout your organization.
Website
Use your logo, color scheme, and typography throughout your
website. In your brand guidelines, only use your predefined assets. Your
website is an important part of your company's identity; if it does not reflect
your brand, customers will have an unpleasant experience. Also, make sure that
all web copy, calls to action, and product descriptions are consistent with
your brand voice.
Social Media
Your brand should be reflected
in all profile photos, cover art, and branded imagery. Consider using your logo
as your profile photo; this will help customers recognize your company. As with
your website, make sure your brand voice is reflected in all profile
information, posts, and captions.
Packaging
If you sell physical goods, your product is most likely the
most visible way for customers to interact with your brand. As a result, the
design, colors, size, and feel of your packaging should reflect your new
branding.
Advertising
Because advertisements (both digital and print) are
frequently used to raise brand awareness and introduce customers to your
company, it is critical that they reflect your branding. In fact, your branding
should make the ad creation process easier because you already know how your
ads should look and what type of copy to write thanks to your brand style
guide.
Customer Service and Sales
A brand is only as strong as its people, and if your people
aren't putting your brand to work, it won't work for you. Furthermore, your
brand extends beyond marketing. Inform your sales and customer service
representatives of your brand guidelines and instruct them to follow them,
especially when dealing with customers directly. Encourage them to use your
logo, tagline, imagery, and brand voice when sharing a branded product demo or
answering customer support inquiries.
Branding Tips for Small Businesses
- 1. Treat your brand as a person.
- 2. Prioritize consistency.
- 3. Follow a brand strategy.
- 4. Don’t let inspiration turn into
imitation.
- 5. Use branding to hire.
1. Treat your brand as a person.
Consider your brand as a person to better understand the
branding process. Your brand should have an identity (who it is), a personality
(how it acts), and an experience (how people remember it).
Consider the following questions about your brand:
How would you introduce your brand? How would it describe
its appearance if it had to?
How would your brand describe your goods or services? Would
it be serious and professional, or amusing and edgy?
What would someone say about your brand after first
"meeting" it? What would they say in a few sentences to describe it?
The goal of branding is to build relationships with
customers. The simplest way to accomplish this is to treat your brand as if it
were a person and recognise that you want your customers to do the same.
Whiskey Riff is another brand you've probably never heard
of. It's a two-man media company based in Chicago that bills itself as
"the most entertaining country music website ever." I'm a fan because
I enjoy country music, enjoy their written and podcast content, and proudly
wear some of their awesome merchandise.
If Whiskey Riff were a person, I believe it would respond to
the following questions:
"Hello,
my name is Whiskey Riff. I enjoy country music and, of course, Whiskey. My logo
was inspired by the Y in the circle on the Chicago Theater marquee, and I'm
adorned with horizontal red stripes and stars — the American and Chicago flags."
"I
publish obnoxious content about what's going on in country music right
now." Don't read it if you don't like it. My founders interviewed country
music artists and told hilarious stories on my podcast. Check out my clothing
line; my t-shirts, tanks, hats, and accessories can be found at country music
festivals (and on stages) all over the country."
"Whiskey
Riff is like that first shot of Jack Daniels after a long day — that
much-needed, refreshing drink." It's a refreshing change from the
cookie-cutter way of life, and you immediately appreciate — and trust — its
honesty. There is nothing like it in the industry."
2. Prioritize consistency.
Companies' most common branding blunder is inconsistency.
Inconsistency undermines your brand and causes confusion among your customers.
Consistency is a priority for recognisable, valuable brands, and they reap the
benefits. Customers can easily become familiar with, recognise, and prefer your
brand when it has a unified presence across mediums and platforms. This
initiative can benefit from brand guidelines.
3. Build and follow a brand strategy.
A brand strategy is more than just brand guidelines; it's a
strategy with specific, long-term goals that can be met as your brand evolves.
These objectives are usually focused on your brand's purpose, emotion,
flexibility, competitive awareness, and employee involvement.
Remember how I said branding is an ongoing process? There's
a lot to consider. A brand strategy can assist you in turning that process into
a well-oiled machine that propels your brand to success and recognition.
4. Don’t let inspiration turn into
imitation.
Competitive analysis is essential. It not only educates you
on where your competition stands and how they excel, but it can also provide
you with ideas on how to improve or further distinguish your brand.
However, be careful not to fall into the trap of imitation.
Limit your competitive research to what your organization brings to the table.
Just because a competitor (or two) has branded their company in a particular
way does not obligate you to do the same. Brands that are new, unique, and
provocative are memorable.
5. Use branding to hire.
Your employees will be proud of you if you have a strong
brand. I'm proud to be associated with HubSpot, let alone work there. Use your
brand to attract talented employees. If your organization's hiring initiative
is strong, devote some of your resources to employer branding. Employer
branding is the process of marketing your company to potential and current
employees. Others will be proud of your organization if you are publicly proud
of it.
Ready, Set, Brand
The name, logo, color palette, voice, and imagery of your
company are all examples of branding. It's also more than that. It's that
ethereal sensation your customers get when they interact with your brand. You
know, the one we talked about at the beginning.
That is how powerful brands stand out from the crowd. A
beautiful logo, a clever tagline, an authentic manifesto, and a clear brand
voice all help, but truly strong brands thrive when they focus on the big
picture of their brand. Get to the heart and soul of your target audience and
your organization, and you'll have a successful brand.
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