By Joel Black on 08/13/2012
This is one of the most important but misunderstood questions in the world of business marketing. A brand is not just one thing; it’s a compiled set of values making that brand stand out among competition.
Stand Out in the Crowd
Think about it this way, farmers began branding their cattle with their own mark to distinguish them from other farmers’ cattle- the competition. So when someone saw a cow with a certain mark, they knew which farm it belonged to and an emotional awareness was built. A brand is a way for a company to emotionally connect with consumers. It is what you, as a consumer, value and feel about that company.
These are important to remember when beginning the branding process for your company or for re-branding a current company. If you are a small business looking to brand yourself, take your time! It is a long process that needs to be done correctly in order for your brand to grow and compete in the market.
This is a brief introduction to what a brand is and throughout the next couple of months I will be going through several stages of the branding process including: brand identity, brand strategy, target markets and positioning and rebranding among others.
Next up, the Brand Identity.
CREDITS: Designing Brand Identity. Wheeler, Alina. Wiley, 2009.
One response to “BRANDING 101- what is a brand?”
[…] Branding Process and the overall Brand Identity! A quick recap from last month, we learned that a brand is not a logo; a successful brand stands out among competition; and how the consumer perceives a brand will make […]