What is branding, really, and why do I need it?
Did you know that companies are not selling just products or services, they are actually selling experiences and feelings?
Successful brands like Apple, Nike, and Coca-Cola focus on selling more than just products, they create remarkable experiences, feelings, and ideologies to build meaningful connections with their consumers ensuring that these experiences align with the emotional and psychological outcomes they want their audience to associate with their brand. Now let us break it down for you.
First, what is a brand?
The common misconception is that marketing and branding are the same. The answer is a hard no! Marketing is what you say about your brand, but branding is about what consumers say about your brand.
A brand is a company’s unique identity and story that sets them apart from its competitors. The purpose of branding is to create a lasting impression in the minds of the target audience, becoming their top of mind. It is basically the business’ for and why.
And what’s branding?
It is the process that includes rigorous research, development, and application of distinctive features of the company to create a cohesive brand identity, this is where logos, taglines, visual identity, and the tone of voice come in.
Okay, but why do I need to get through these holes for branding?
Your brand is one of your key assets. It gives your business an identity, makes it memorable, drives consumer purchases, and supports marketing efforts. Strong branding also builds brand equity, increasing customer loyalty and allowing your business to charge premium prices due to the perceived value of your products or services.
Where do I start?
To create or rebrand a business, understand that branding is a step-by-step, iterative process. Start by defining your brand’s purpose—what impact you want to have on customers and the world. This purpose will guide your branding decisions. As you build, keep in mind that the process involves repeated brainstorming and refinement. If you find all of these overwhelming you may partner with agencies such as HARTMAN, find our recent branding works at here.