WHAT IS BRANDING AND WHY IS IT IMPORTANT?
Entrepreneur.com defines branding as “The practice of creating a name, symbol, or design that identifies and differentiates and product from other products.”
Your brand is essentially the promise to your customers. It is not only what makes you stand out from your competition, but it tells your customers who you are, what you want to be and what others perceive you to be. This is your brand story.
So, what makes up your brand? Is it your logo, your website, your marketing materials, the way you answer the phone, the shirt you wear, your vehicles? Yes, all of these, plus more. All of these tidbits are the ways you communicate your brand. How you tell your story, who tells it, what you tell, where your content is being distributed, what advertising channels you use, what your visuals look like – This is your brand strategy. The traditional logo, red graphics, white text and soft tone in the Campbell’s soup brand stands out from their competition as distinguished, traditional, and recognizable.
And, why is this so important? Tronvig Group states, “Branding is not push, but pull. Branding is the expression of the essential truth or value of an organization, product, or service. It is communication of characteristics, values, and attributes that clarify what this particular brand is and is not.” This is important because customers who continue to repeatedly see your brand through marketing efforts will trust your message and become brand loyal. The key is consistency. Consistent visuals and wording create your brand equity, thus leading to a strong, believable brand. Why has the McDonald’s brand become so popular among other fast food chains? McDonald’s has clearly stated who they are through the golden arches, distinguished red and yellow colors, the consistent “I’m lovin’ it” tagline, kid-friendly messaging and a promise to customers for fast and delicious food in many accessible locations. In return, because of this high brand recognition, customers remain brand loyal over and over again.
Branding tells your customers who you are, how they should feel when using your brand, and what they can expect when buying your brand. When customers make decisions based on how they feel from a brand (how reliable Honda cars are, how Nike shoes make you look, how trendy Starbucks coffee is, how comforting Campbell’s soup is, the fast service from McDonald’s), your brand needs to be distinct and consistent. Tidbit Creative can build your successful and creative brand. A little bit of creativity goes a long way.