What is a Brand?

Branding has been called the most powerful idea in business, yet few companies consciously take control of their brand and create it. It is the visual, emotional, rational, and cultural image that you associate with a company or a product.

And every company, no matter how large or small, has an image in the eye of the public. You may not even be a customer of that company – but if you know about it, you have an opinion about it. If you have had any personal experience with the company they created some kind of image.

If you don’t take control of your image competitors and unhappy customers create it for you.

Research your customers and find the top ranked reasons that customers buy from you rather than your competitors. Use that button. Pound the message home in every ad, every news release, in communications with employees and in every sales call and media interview.

Consistent repetition of this unique message creates a strong brand and keeps you in the forefront of your customers’ minds.

When you think Volvo, you might think safety. When you think Pepsi, you might think of "young and with it". When you think BMW you might think "driving pleasure"
Remembering a brand and having positive associations with it influences your buying decisions.

Even though other colas may win blind taste tests over Coca Cola, more people buy Coke than any other cola. They associate memories of childhood and fun with drinking Coke and this is often more important than a little bit better cola taste.

This emotional relationship with brands is what makes them so powerful.

Brand is made up of

Identity – how you look
Promotion – what you say
Action – what you do

Brand identity includes:

Brand names, logos, colors graphics and positioning.

A good name and well-designed logo create that all-important first impression. A clear positioning statement – or tagline - tells in one sentence what business the company is in, what benefits it provides and why it is better than the competition. Avis – We try harder.

You can add other elements to your brand by the use of a spokesperson (Michael Jordan - Nike), an animal (the Merrill Lynch bull) or an image (You're in good hands with Allstate).

What does Branding do for you?

A good brand develops stronger relationships with customers and partners, builds trust and confidence.