What is Branding?
Branding is a disciplined process used to build awareness and extend customer loyalty. Branding is the reason why people should choose one brand rather than another. It gives CEO’s, MD’s and Employees a kit of parts to reach customers and is the sole reason why companies leverage branding.
Emotional branding is a dynamic cocktail of anthropology, imagination, sensory experiences, and visionary approach to change.
Marc Gobé – Emotional Branding
Types of Branding
Co-branding: partnering with another brand to achieve reach
Digital Branding: web, social media, SEO, driving commerce on the web
Personal Branding: the way an individual builds their reputation
Cause Branding: aligning your brand with a charitable cause or corporate responsibility
Country Branding: efforts to attract tourists and businesses
When is the right time to start the process?
- A new company or product
- Name change
- Refresh a brand
- Create a consistent and integrated system
- When companies merge
What’s involved with the brand process?
- Conduct Research – obvious as this seems its often overlooked and under estimated
- Clarifying a Strategy - For streamlined process with better results a solid strategy will help overcome most hurdles
- Designing Identity – Where designers put pen to paper, create and finalize concepts
- Creating Brand Touchpoints – How the brand interacts with its environment such as posters, business cards, billboards, vehicle livery and so on
- Managing Assets – Brand positioning, consistency, guidelines, tone of voice etc
Brand is not what you say it is. it’s what they say it is
Marty Neumeier – The Brand Gap