What’s in a Brand?
We want to talk branding! What is a brand? Why is it important? We’re kicking off a series to give you the basics! Now we could write endlessly about the topic, but we just want to give you the overview on branding to help get you on track.
According to Wikipedia.org, a brand “is the specific identity of a specific product, service or business.” If you’re in business today, a brand is so much more than a kick-ass logo or catchy name. (read: Not that those are bad things by any means!)
Your company branding is most definitely found in your logo, website, ads, brochures and other marketing collateral, but it doesn’t stop there. Branding is also your company culture – the way you operate, the way you do business, the type of customer service you offer – and the quality of your product or service. Basically, the entire image and experience you set forth for consumers and the public in general. All of these things culminate in brand awareness.
brand awareness – n. a measure of how readily members of a target audience remember a commercial brand, what it is about, and their level of trust in the brand.
Why does all this matter? The brand image you create, along with a consumer’s ability to identify your product or service with that brand are directly related to your financial bottom line. In other words, solid, recognizable branding and positive consumer experience = more money. Or at the very least, it means you’re in the very best position possible to drive sales and increase profits.
Think About It:
Do you have effective branding in place? Does your branding reflect your company and your product or service? Do you think your brand is recognizable among your target audience?
We want to hear from you, so be sure to leave your comments!
Next week: What Your Brand Says About You (and a giveaway!)