When people hear the word “brand” their mind automatically goes to business logo. Branding goes further than just a logo. A brand is the wholeness or totality of your business.
According to the American Marketing Association, “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”
This implies that it comprises all facets of who you are as a business. Your branding will help separate you from other sellers or competitors.
“Branding is endowing products and services with the power of a brand”
-Kotler & Keller
Branding is the process of giving a meaning to specific company, products or services by creating and shaping a brand in consumers’ minds. It is a strategy designed by companies to help people to quickly identify their products and organisation, and give them a reason to choose their products over the competition’s, by clarifying what this particular brand is and is not.
Reasons for Branding
As defined above, branding is a marketing strategy and to create meaning for your target market.
It is a meaning to perceive of what you are selling or what you are offering to them.
This simply goes beyond the name, the colours, and the text of your logo.
More importantly, it is a “marketing game plan” for creating your business to be valuable in the market. When you become truly valuable, your brand will definitely shine. Think of Apple and Coca-cola, what do you think of these brands?
Who is the audience for your brand?
This is a pretty simple question to answer.
But guess what? We do not brand only for our customers or clients. We brand to all people who can see us as a business, a person or an entity.
It goes beyond your customers simply because real branding is creating a lifetime awareness for all types of people. Even those you think outside of your current market. For instance- children, old men or anyone who is not yet your target customers.
One sure thing is that these people who are yet to be your customers are potential customers regardless. Or they will refer your product to your catered market. That’s pretty amazing, isn’t it?
That’s the power of brand awareness!
As a starting point, you may focus on your target market first.
More Starting Points
The most powerful brands in the world are the ones who create feelings and not colours and designs.
Branding is about creating emotions. People buy based on emotions and feelings evoked by the brand.
Where do you start? Start branding from within. How do you want to be felt by your customers when they see your product or services?
Think of this one critically. Understand the psychology of your customer.
Again, a brand can only become powerful when people began to associate emotions with your product.
What type of emotions do you want to associate with your brand? Is it prestige, excitement, happiness, love, care, or service?
This requires a lot of brainstorming. A lot of people buy Apple products even it is expensive. Why? It provides a feeling of prestige and satisfaction. Everyone feels it.
Branding is really important in building credibility and integrity to your business. It is a strategy and creating meaning towards your customers. It is fulfilling customers’ emotions.
Brand awareness requires careful planning. It cannot be built overnight, but you can start now creating meaning and build a good impression.
Branding is a lifetime commitment. Start branding well!
If you need help with your branding strategy, please do not hesitate to get in touch with Ebusiness Hub Nigeria.