Branding

There’s a lot of misconceptions with the term branding. It’s a widely known word in business but what does it really mean? 

For many, if not most, branding is having an eye catching logo and some popping color(s) that is plastered on products, merchandise, etc. The reality is, the logo is barely even the tip if the ice burg.

To put branding into some context, according to the American Association of Marketing – “A brand is a name, term, design, symbol or any other feature that identifies one seller’s goods or service as distinct from those of other seller.’

In a nutshell, branding is the art of differentiation. Be it a product, a service, or an or an organization, through the use of strategy branding sets you apart from your competitors. Branding gives meaning to what you are offering which in turns attract and retain loyal customers.

Though the logo is not the brand, it plays a very important role in the brand process as it’s part of the Brand Identity system. It is the face of the brands you come to know and love.

Why would anyone choose an iPhone over a Samsung or any other phone? After all, aren’t they made up of the same components? The same hardware? The difference is branding.

Companies like Apple, Coca-Cola and Disney are prime examples of the outcome harnessing the power of branding wields.

Branding is a tool when used effectively creates human connections, growing a loyal customer base.