Tuesday, October 20, 2009

What is branding?

Technical answer: According to the American Marketing Association branding is " a customer experience represented by a collection of images and ideas; often, it refers to a symbol such as a name, logo, slogan, and design scheme. Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design, and media commentary."

My answer: Branding is you. It is how you want you and your business to be perceived. It displays emotion and creates personality which engages people. A brand consists of an image, a message and a promise.

A brands image is the first thing a client will see. It will tell the client about your business? Are you young and hip? Traditional? Your brand should coincide with that. Ways to do this is through logos, color palettes and design techniques.

A brand should have a message. What do you want to tell potential clients? Your message should be consistent throughout your advertising and customer interactions.

A promise: Without it a brand is nothing. What does your company stand for? Is it superior customer service or exceptional quality? Your brand needs to reflect this and your customers need to be able to count on a consistent experience.

With these aspects put together correctly, a company can have a successful brand. As for building a brand...you need to be consistent, persistent and patient. And remember it all about you.

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