To answer that question, first, we need to establish precisely what is branding? Importantly, branding is much more than just a business name presented as a logo. That’s a start, but a brand is much more. In fact, through careful research, design, and advertising, a brand promises an experience. For instance, just by buying that ice-cold bottle of Coke, you are assured you’ll experience ultimate refreshment, deep joy and a bit part in a beautiful life.
In the same way, Ray-Ban is much more than sunglasses, Apple Mac is more than computers, and MacDonald’s is the golden archways to, well, disappointment mostly. But maybe that’s just me! So, today let’s have a look at the essential elements that go to make up a successful brand.
Brand on the Run
Companies contrive their brands to promise an experience. And that brand is absolutely consistent from billboard designs to Instagram posts and stationery to TV ads. This includes colours, style, layout, taglines and logos. Whether you’re a shopper, Facebook follower, customer or passer-by, you’ll experience the same branding. Each brand is a carefully honed set of features that consumers begin to associate with your products or services. Ultimately, a sought-after brand name can become one of the most valuable assets of a business.
Essentials of a Good Brand
Firstly, branding helps consumers to make buying decisions. For instance, a Nielsen survey discovered that 60% of consumers bought products because they knew the brand. Secondly, a strong brand provides your customers with an identity to connect with, something they can relate to and align with. Thirdly, branding makes your business memorable. As consumers, we are assaulted with so many logos and slogans every day. As a result, it takes an excellent brand to stand out from the noise. Next, a good brand adds punch to your advertising and marketing campaigns. Lastly, a reliable brand creates pride within your employees. Effectively, a brand that is synonymous with honesty, reliability and great products or services becomes an excellent brand to work for.
