What is Branding?
The communication of a promise and delivering on it.
Branding is one of the most important aspects of any business, large or small, B2C or B2B. Your brand architecture is the foundation of your brand strategy. It is the essential key. Your brand architecture sets the foundation for all the other components of your brand, and aligns your personality traits, your means, your promise, your story, and your visual and operational requirements into a single unified structure. A well thought out organic brand strategy can give you an unparalleled edge in an increasingly competitive market if executed properly. It then becomes your legacy. But what exactly does “branding” mean?
Let’s clear up a few misconceptions.
A brand promises something to consumers, sets their expectations, and meets those expectations in every interaction and experience. A brand connects by differentiating the experience for consumers. A consumer’s positive or negative experience with your brand, your consistent level of messaging, and your company’s ability to deliver on their expectations each and every time, creates a perception of thoughts and emotions about your company. Brands that don’t keep their promise will quickly find themselves on the road to failure. Why?
Brands are built by consumers, NOT companies! Your company can put out the tangible elements of a brand (logo, products) as well as intangible elements (messages, images, and promises) to try to nudge consumers into a desired action. However, it’s through “the experiences” that consumers have with your company that brands are created. Branding impacts every part of your marketing strategy; therefore, building a strong brand needs to be a top priority for your business and that's where we come in to help.