Branding - What is it?

- 1:35 pm - September 13th, 2013


Branding - What is it?

September 13, 2013 at 1:35 PM

WHAT IS BRANDING?

"Products are made in the factory, but brands are created in the mind"
-WALTER LANDOR

When I made the decision to re-brand my existing business it was not just about changing the business name. It was time to pull out all stops and totally change focus and attitude towards how I handled the business. Although the new business is still a work in progress, and I don't quite yet know the impact the new changes may have on my customers, it is definitely off to a good start.
Although I have a solid understanding of great ways to help people with their marketing materials, the ever changing face of the consumer market means that new ideas and strategies are always being developed. I have included some insights into branding, hope this helps to shed some light on the subject
 

 DEFINING A BRAND

"A brand is not a logo. A Brand not a slogan. A brand is not an identity, corporate or otherwise. A brand is not a symbol or shape. It's not mailshots, mission statements or mantras. Its not colours, credos or calling cards. A brand is not a set of meaningless gimmicks, such as everyone wearing have a nice day badges or answering calls with a stupid phrase or statement......... etc etc"
"A brand is the total emotional experience a customer has with your company and its product or service"
"A brand is an experience that's embedded in the mind of every person who has ever come into contact with your staff and your product or service......if that customer experience doesn't match the way your company describes its brand or thinks about its brand, then guess what - you lose"  
JAMES HAMMOND - BRANDING YOUR BUSINESS
So Branding, in a nutshell, is the about the customers emotional connection with your business which will be based on the experiences and impressions they take with them. 
Don't get me wrong, the logos, stationary, signage and other general marketing material will all be part of that experience but will not define the outcome. Logos, mission statements and slogans and the like play a leading role in the communication to clients and potentials but these alone cannot determine the overall perception or their experience in their dealings with you.
 
McDonalds Hamburgers are not the best on the market, and research shows that most people prefer Pepsi to Coca Cola on taste alone, but the dominant brands create the experience for the consumer and have created a mindset, or brand, that becomes the dominant player in the market.
 
There is so much more to say on this topic, and I hope to cover more later, but until then I suggest that some more research may be needed into consumer behaviour or psychology and how branding can make you stand out in the market.
 
 


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