What is Branding?

Do consumers know who you are? Do you know what your business is about? One of the ways to ensure that everyone understands what your company represents is to engage in a branding strategy. Branding is the process of positioning your company in a way that is recognizable. You want consumers to hear your business name, or see your company logo and immediately “get” what you do.

Branding is an important part of building recognition for your company. A branding strategy can help you define your brand, and share that definition with consumers – and with your marketing team. This is important, since, according to a 2007 Louws Management Corporation Survey, only 25% of advertising and marketing professionals can clearly articulate their own company’s brand position.

In order to raise awareness, and gain a foothold in the market, you need a brand that others will recognize. The right branding strategy will help improve your company’s visibility, as well as help you build a good reputation and eventually encourage loyalty in consumers.

How do you create a brand strategy?
In order to position your brand effectively, you need to be aware of the levels of perception associated with branding:

• Broad brand awareness: This is the general recognition that your brand receives. It indicates how well your brand is recognized – with or without hints. However, it doesn’t really allow others to identify what your brand is “about” or provide you with customer loyalty.
• Unique brand associations: At this stage of branding, it’s really about providing unique characteristics consumers can identify as “yours.” This includes a specific product look and design, and some knowledge of a brand “personality” and history.
• Brand differentiation: You need to differentiate your brand from your competitors’ brands, because the choice between alternative brands is determined on the basis of the perceive differences. The keyword is DIFFERENCES. A brand choice is made according to their perception of the DIFFERENCES between competitors or alternatives, not on the basis of what they value most about a product or service.
• Credibility and evaluation: As a brand, you want to be able to build credibility, as well as encourage consumers to feel a sense of social approval associated with your brand. This is the stage where you show others that your brand has value, on an emotional as well as practical level.
• Attachment and brand loyalty: Ultimately, you want your branding strategy to encourage attachment and brand loyalty. You know your branding strategy has succeeded when there is a sense of community around your brand, and when consumers feel engaged with your brand. You want to build loyalty – your branding strategy should be aimed at creating fans.

You have to figure out who you are, as a company, and whom you appeal to.  You should also understand what results you are looking for, and define your objectives as a brand. This provides a blueprint that can guide you through your branding strategy. A good branding campaign follows a plan, but also has room for flexibility, allowing you take advantage of new opportunities, and offering you the chance to cultivate momentum in your campaign.

Branding isn’t about trying to get everyone to like you; its aim should be defining yourself as a member of your target audience. You want to be a part of the very community you aim at. Think about some of the popular brands. You know what sort of person buys Apple products, and you have a perception of who is wearing Carhartt. You know what an Armani suit or a Gucci handbag means. Your branding strategy should position your company as a member of a community, and encourage brand loyalty in a community that shares your values and interests.

Once you understand who you are as a company, and the image you want to convey, you can begin working on a brand strategy that connects you to your audience – and customers.