What is Branding?
by Drew Janes
What is branding and how is it important in the local market?
Branding is more than a logo. Branding is more than a sign. Branding is more than corporate identity.
Branding is the emotions, feelings and thoughts your customer has about a product, service or your company. A good brand takes on its own characteristic and personality which gives meaning to the consumer, and ultimately defines the brand. Your branding is the foundation for a successful business strategy and must give an experience to the consumer. Think passed business cards, letterhead, signage and commercials. Start thinking character, trust, reputation, personality and experience.
When you see McDonalds’ golden arches, they say nothing about hamburgers, but many people think of hamburgers and happy meals. Kids see the arches and immediately get excited because of the “experience” they’ve had with McDonalds. Apple computers is another brand that gives its users an “experience”. Apple is known for innovation, creativity and progression, yet nothing with the apple icon shares those feelings. The point is to look passed the idea of your logo being your branding. Focus on giving your customers an experience with the character of your brand.
This is extremely important in a local market, as relying on loyal customers and word of mouth is a must. You want people to understand your brand so you build trust and your reputation. In a local market you can get ahead of your competition just by changing the way your brand is communicated to your customers. You will stand out and be noticed because of the experience you’re giving consumers. To test how successful your branding efforts are, ask yourself, “If my brand was a person, what would it act like, dress like, talk like?” If you KNOW the character of your brand and get behind it… your customers will too.
Drew Janes is an optimistic entrepreneur that lives from the inside out. Running a creative agency, Relentless, he and his wife Halee thrive on helping others follow their dreams and help create opportunities for new business endeavors. wearerelentless.com / drewjanes.com