As a social experiment, we asked some people what they think a brand is and here are some of the responses we received:
• The name of the company / organization.
• The company logo.
• The product or service provided by the organization that stands out or is the most popular is the company’s brand.
Among many responses, those mentioned above seemed to be the most recurring responses.Though the answers may be very much varying, all of them are correct. A brand can be anything that a person associates the company or an organization with. A brand can be a name, term/tagline, slogan, design, colour, symbol or any feature that is uniquely them, something that distinguishes their product, service or organization from any other.
A company’s brand is their entire corporate identity besides an individual product or service. It is a seller’s promise to consistently provide a unique set of characteristic advantages to the clients/consumers. It is an assortment of memories related to that particular brand in the customer’s mind, something that separates them from its competitors. A brand is created so that it can be easily marketed and communicated. Branding a company is very important because that is the single most important element that aims at public recognition as well as the deciding factor of the brands attitude. Over a period of time, consumers / customers are aware of brands that satisfy their needs. They remain committed and loyal to the brand, as it continues to meet their expectations with diligence.
Here, we have compiled a list of essential elements that must be considered to build your brand.
- It is very essential to first understand who is most likely to buy or use your product or service before deciding on branding strategies.
- Understanding the service or product you will be providing will give you an understanding of the kind of audience you need to put across your brand to.
- A thorough research on your target audience – Their age group, earning capability, likes and dislikes and so on can provide you with the right groundwork to initiate your branding process.
- It is essentially the position the brand holds in the minds of the customer or Target Audience.
- It defines your target audience, who the brand competes against, the benefits provided by the brand, the company’s Unique Selling Point or its USP.
- It tells you the position of the brand in the market with respect to its rivals or competitors and what sets it apart.
BRAND MESSAGE – THE TAGLINE
- A brand is something that is both visual and verbal, so whether it is branding from the beginning or revamping an existing brand, always choose a message which will resonate with your target audience, from their perspective.
- Make your brand message more conversational with the audience, inviting them to want to know more.
- Understand what the audience expect what you can provide to them and make the audience feel this is exactly where they need to be.
- The message, also called as the tagline by many, is like a promise to the customer.
- Ensure the tagline you develop is quirky, smart, and different and has the ‘click’ factor. It should be short, sweet and precise.
- Everybody knows ‘Just do it’ stands for Nike, McDonald’s is famous for the tagline ‘I’m lovin’ it’. This is how a tagline’s supposed to be. It should immediately be associated with the brand.
- A logo is the graphical representation of the company or organization. It is the company or organization’s brand identity. It can be a symbol that represents the organizations feature or it can be just the name. Sometimes even both.
- It is usually the entire name of the company in a particular font, also known as word mark or logotype. An example is the red script of Coca-Cola. Some brands use symbolic representation or just part of the brand name as their logo, for example KFC.
- If the logo is well known, then sometimes you may even see just the logo without its name like the ‘M’ of McDonalds’.
- Colour is a very important element in branding. It is another visual representation of the brand.
- It is the first thing a person easily associates or connects the brand with. For example, when you think ‘Maggi’ you immediately think ‘yellow’; or when you think ‘Coca-Cola’, you immediately think ‘red’.
- Each colour represents a certain emotion. It is known that colours tend to have a powerful psychological effect on people’s emotions and decisions. That is why you must choose carefully before branding your organization with a certain colour.
- A good example of this is Starbucks. Their logo consists of a white mermaid in a green circle. The green helps build a sense of relaxation, hence Starbucks became a brand that invites people to have coffee and de-stress.
As explored above, branding is so expansive that the minutest things can attain supreme importance, based on how one chooses to promote their brand.