The Power of Branding

March 20, 2020

Stop. Look around. Chances are you’re surrounded right now by branding. Maybe it’s the Nike “Swoosh” on your shoes. Maybe you’re watching a movie and the main character is holding a Coca-Cola can, or perhaps you’re realizing right now that every logo and brand has so seamlessly blended into your life that you never noticed them at all. That’s not by chance. It’s by design!

We all are subject to the power of branding, whether consciously or subconsciously. Businesses spend billions to ensure their brand embeds itself into the consumer psyche.

Don’t be fooled, however. The words brand and branding are thrown around so liberally, and used interchangeably with words like advertising and marketing, that the terminology becomes muddled. Simply put, the American Marketing Association defines brand as “a name, term, design, symbol or any other feature that identifies one seller’s good or service as distinct from those of other sellers.” Think about it this way, brand and branding are the product/product image, and marketing and advertising are selling that product or product image to you, the consumer.

It bodes the question then for any business, small or large, what are some key things to remember to make sure your brand is on point and compelling? Here are a few points to consider.

Who Are You?
One of the most important questions you can answer as a business is who you are. It’s also the question that builds the foundation for everything you will do as a company, whether it be working with a PR firm, advertising and marketing, to mapping a strategic plan on how to reach your target audience. If you are unable to simply and succinctly answer this question internally as a company, how do you expect a consumer or client to understand it? You can’t.

Don’t be afraid to define who you are and your business and brand proposition first thing. Sit down and ask questions such as: “Who is my target persona?” What void does my product fill? What differentiates my company and its product(s) from competitors? Do I want my brand product to convey strength, eco-friendliness, trust, simplicity, etc.? If you had to pick one word your clients or consumers would say about your brand what it would be? Once you answer these questions, build from there by writing key messages that detail and explain your brand. (Hint: a great PR firm can also help you draft key messaging!)

What’s In A Logo?
Don’t think a great logo is essential? It’s just a pretty picture, right? Wrong!  The human brain can process entire images that the eye sees for as little as 13 milliseconds, and 90% of information sent to the brain and 93% of all human communication is visual. Your company logo is the visual representation of your brand. The right logo has the power to grab attention and immediately create word associations, feelings, and even trust. Take Apple, for example. Apple designed its logo as clean, sleek and simple. For many, these same design principles are word associations made with the company’s products — none of which is by chance.

Color, line definition, the complexity or simplicity of a logo all subconsciously convey a message — remember this when thinking about your business logo. What do you want your logo to say about your company? Don’t know where to start? Reach out to a designer, branding agency or ask a PR professional how well they think your logo embodies your brand and messaging. Once you’ve got your branding and logo in hand, ensure your company and employees adhere to your brand guidelines – and be sure to share your brand guidelines with any client or partner you work with so your logo, colors and name always appear the same and standardized across all media forms.

There are many nuances and considerations when it comes to branding – more than we could cover here. However, the right strategy and brand can help catapult your business and capture the imagination of the average consumer or client. Get it right, and your brand and business could stand the test of time for years to come.

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The Power of Branding

March 20, 2020

Stop. Look around. Chances are you’re surrounded right now by branding. Maybe it’s the Nike “Swoosh” on your shoes. Maybe you’re watching a movie and the main character is holding a Coca-Cola can, or perhaps you’re realizing right now that every logo and brand has so seamlessly blended into your life that you never noticed them at all. That’s not by chance. It’s by design!

We all are subject to the power of branding, whether consciously or subconsciously. Businesses spend billions to ensure their brand embeds itself into the consumer psyche.

Don’t be fooled, however. The words brand and branding are thrown around so liberally, and used interchangeably with words like advertising and marketing, that the terminology becomes muddled. Simply put, the American Marketing Association defines brand as “a name, term, design, symbol or any other feature that identifies one seller’s good or service as distinct from those of other sellers.” Think about it this way, brand and branding are the product/product image, and marketing and advertising are selling that product or product image to you, the consumer.

It bodes the question then for any business, small or large, what are some key things to remember to make sure your brand is on point and compelling? Here are a few points to consider.

Who Are You?
One of the most important questions you can answer as a business is who you are. It’s also the question that builds the foundation for everything you will do as a company, whether it be working with a PR firm, advertising and marketing, to mapping a strategic plan on how to reach your target audience. If you are unable to simply and succinctly answer this question internally as a company, how do you expect a consumer or client to understand it? You can’t.

Don’t be afraid to define who you are and your business and brand proposition first thing. Sit down and ask questions such as: “Who is my target persona?” What void does my product fill? What differentiates my company and its product(s) from competitors? Do I want my brand product to convey strength, eco-friendliness, trust, simplicity, etc.? If you had to pick one word your clients or consumers would say about your brand what it would be? Once you answer these questions, build from there by writing key messages that detail and explain your brand. (Hint: a great PR firm can also help you draft key messaging!)

What’s In A Logo?
Don’t think a great logo is essential? It’s just a pretty picture, right? Wrong!  The human brain can process entire images that the eye sees for as little as 13 milliseconds, and 90% of information sent to the brain and 93% of all human communication is visual. Your company logo is the visual representation of your brand. The right logo has the power to grab attention and immediately create word associations, feelings, and even trust. Take Apple, for example. Apple designed its logo as clean, sleek and simple. For many, these same design principles are word associations made with the company’s products — none of which is by chance.

Color, line definition, the complexity or simplicity of a logo all subconsciously convey a message — remember this when thinking about your business logo. What do you want your logo to say about your company? Don’t know where to start? Reach out to a designer, branding agency or ask a PR professional how well they think your logo embodies your brand and messaging. Once you’ve got your branding and logo in hand, ensure your company and employees adhere to your brand guidelines – and be sure to share your brand guidelines with any client or partner you work with so your logo, colors and name always appear the same and standardized across all media forms.

There are many nuances and considerations when it comes to branding – more than we could cover here. However, the right strategy and brand can help catapult your business and capture the imagination of the average consumer or client. Get it right, and your brand and business could stand the test of time for years to come.