Branding is something that people remember about your product or service. It is a memory of your customer of the feeling they get after using your service or product. It is the emotional response a business evokes in a customer.
As defined within the Entrepreneur magazine, “Branding is a marketing strategy that involves creating a differentiated name and image — often using a logo and/or tag line — in order to establish a presence in the consumer’s mind and attract and keep customers.”
While many companies think of branding as just a logo, it is much beyond that. Branding helps you adhere to a constant message that you give out whenever a customer interacts with your product or service. While it helps you achieve your marketing goals, it also helps create more sales. Brand management is important at every stage of a product life cycle, from creating an idea to delivery and consumption by your customer.
While Company or Product branding is essential for mid-large size companies, personal branding is pivotal for small to mid size companies. Specially, for small businesses that offer services, personal branding is crucial as your customers see you, as a business owner, a brand.
Two basic things to consider in Branding
Always keep in mind, while implementing a successful brand strategy that:
- Your customers have feelings and brand provides them a good or bad feeling.
- When you are creating a brand, it is not about you, but the customer who would be using your service or product. If they are happy, your brand will be successful, if not, your brand will not see another light of the day.
Once your target market is determined, a company should go through identifying what brand message will relate to that target market and what are the marketing platforms through which that message can be conveyed. As long as the message is consistent and has clarity in it, the brand awareness will continue to increase.