What is ‘Branding’?
A brand is… an idea or image of a product or service that consumers connect with.
Branding is something that triggers associations in our minds.
It’s what allows companies to build their reputations – which is an important asset!
Branding can build an expectation about the company services or products and can set one company apart from another that offers the same thing.
A brand is… what sticks in your mind when you think of a certain product, service, or company — whether or not you buy it or not!
Consumers connect with a brand by identifying with the:
- name
- logo
- tagline
- jingle
- audio
- colours and other tangible and intangible attributes that are associated with it.
The Big Question… What is a Brand?
Let’s take it back to basics –
A brand is how your business represents itself in the market place.
Some elements that make up a brand could be:
- Having a solid professional logo – the ambassador of your brand
- Defined colours and fonts
- Branding elements that are used in your marketing
- Your tagline, jingle, background music in ads, signage, packaging
And intangible things such as:
- how your staff answer the phone
- the level customer service processes
- low price, high quality etc
- other unique touches or things consumers come to recognize and expect ie- you might send out an e-newsletter every month, or a birthday card to your database
