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What is branding?

What is branding?

Your brand is what people  say about you when you are not in the room…”

Jeff Bezos

When you start a company there is a moment when you have to decide on your marketing strategy. If you go to do it with a professional agency most probably they will ask you about your branding ideas. But what is exactly the meaning of the famous “branding” concept? Is it a logo and product design? The name of your company?

Some mystery marketing activities on the Internet? It is hard to say… we know that!

But, don’t worry! Branding is one of those marketing concepts that is a bit vague and can quickly become confusing, even for people who have studied marketing. Today we are going to take a look at it!

So, what is branding?

American Marketing Association says that:

“A brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers

So, you can consider a brand as the idea or image people have in their mind when thinking about specific products, services and activities of a company, both in a practical (e.g. “This lipstick is longlasting”) and emotional way (e.g. “this lipstick makes me feel special”).

It is therefore not just the physical features that create a brand but also the feelings that consumers develop towards the company or its product, and this is probably the most important feature!

A product can be easily copied by other companies in a market, but a brand will always be unique. For example, the burgers from McDonald’s and from Burger King taste very similar, however for some reason, some people feel more connected to McDonald’s, and others prefer Burger King.

Besides helping consumers to distinguish similar products, successful branding strategies are also adding to a company’s reputation. This asset can affect a range of people, from consumers to employees, investors, shareholders, providers, and distributors.

It is all about being consistent in all the actions in your company. For branding, the key is choosing the brand name, inventing the claim (slogan accompanying the brand) and designing the logo. Why? These three elements are constantly repeated in communication and are deeply remembered by users.

The next step in creating the brand’s image is the visual identification system, that is, selecting the characteristic elements that will re-appear in various materials and channels of communication. This is all about your stationary (business cards, posters, presentation patterns, etc.), image materials, sales offers, advertising formats, and gadgets. It is also very important to take care of your brand communication in digital presentations, the appearance of the website, newsletters and social media.

Branding is a great game. If it is well-directed, it will put your brand on the market for a long time generating regular profits. The aim of branding is to build such a brand image that will be more than recognizable. It must be followed by a number of unique features and values with which our brand receivers will identify. Ultimately, after all, we are fighting for our brand to be the first choice of consumers in the industry. We hope you find the answear for your question – what is branding?




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