Branding 101
6 Insights into Branding for Business Series
Now, when you hear the term brand or branding, what springs to mind first? For most people, it's a logo or a symbol and to go one step further, you'd be most likely thinking of a well-known brand like Apple, IKEA, Nike or Virgin. Although a logo or a symbol is a vital part of what makes up a brand, it does, however, go far beyond this.
At one level these brands simply sell consumer electronics, furniture, shoes, seats on flights or media. But at the same time, they influence amazing behaviour in the marketplace. Their ability to 'reach out' to people creates meaning and personal relevance. Branding involves every aspect of a customer’s experience, from your logo to your website, your social media posts, to sales & marketing events and advertising; it even incorporates how you answer the phone to how you talk to your customers.
Developing a brand requires defining, articulating, and asserting your messaging and then translating that message into channels where customers can interact with your business. To create a brand, you have to be prepared to get your hands dirty. The process requires research, brainstorming, data, insights, and a clear vision for your business. The brand guides and drives every decision in your organisation.
