Branding is a term that is greatly misunderstood. While some of the definitions may be relatable, the term branding has a very straightforward definition. Simply put, branding is adding attributes to a brand (which can be a person, a business etc) that makes it unique, instantly recognisable and memorable.Branding is also a promise to your clients, it tells them what they should expect from you and how different you are.
Branding increases value!
This picture illustrates the essence of branding for a product. In the first cup, the coffee is just coffee and can easily sell for the least value. However, when branding is incorporated, things change and it is no longer coffee but Starbucks coffee.
Just as we had defined branding, the coffee is now unique, instantly recognisable and its uniqueness makes it memorable. This is the true value of branding. It enables you to stand out from the masses, giving you a competitive edge in the market.
So how do you brand to be different?
The basic fundamentals include your website, logo, packaging and your promotional items.
A great Logo: Logos are the initial foundation to a brand, they can determine if your brand is worth approaching or not. Great simple and attractive logos are like bait in a large sea of customers. Therefore make sure that your logo captures all these.
A great Tagline: A tagline is simply a phrase that captures the essence of your brand. It should be memorable and catchy.
Awesome Packaging: Create appealing packaging for your products. They not only stand out from the rest but invoke emotions and appear to be of a higher standard even if they are not.
Integrate your culture all through your brand. Branding is more than the logo and tagline. Integrate the culture into all your business undertakings. For example how your employees treat your customers, how you communicate on email, to how you approach sales and marketing and even how you treat the employees.
Customer relations: Customers should be your prime focus of your brand.Make sure they are well catered for. Some people don’t see this as a form of branding but it is essential to make customers chose you over your competitors. Make your customers feel appreciated and important, it goes a long way in retaining them.
“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.”
Article by Denis Mbau, Content Consultant.