So, what actually is branding? Is it a logo? A name? Marketing? A catchy slogan?

The truth is, branding is all of these things and yet, so much more. Whilst the ‘beauty’ of a brand ‘captures the eye’, the ‘personality’ must ‘capture the heart’ of the brand itself.

In the same way people like to distinguish their own identities with fashion, hobbies and eclectic beliefs, a brand is a business’s own identity. This identity not only mirrors the business’ personality but is also used to communicate certain values, capture a tone of voice and most importantly, echo their reputation and expertise within their specific field. A brand builds a rapport with its audiences and target markets, cultivating an emotional connection, building memories and nurturing opinions.

To put it simply, a logo isn’t just a brand, it is a visual representation of it. The company’s name is not the brand, but instead, it’s identity. The marketing activity of a company is not the brand, but it is the way in which the logo, name and ideals of the company are received by its audiences. The slogans promulgated by companies are phrases designed to enhance the memorability of the brand. Cumulatively, all these aspects of branding work in harmony to construct a bigger picture of the business and ultimately, reflect everything the business stands for.

Yes, branding plays a crucial part in a business’s success. Some of the most successful brands we know today become integrated into our language. Have you ever heard anyone say that they were going to ‘search the internet’? No, we ‘Google’. Vacuuming? Don’t you mean, ‘Hoover’ up? ‘Hand me that ‘sticky film’! Don’t you mean the ‘Sellotape’? Therefore, branding is a vital component which plays a crucial role in a business’s journey.

Truthfully, a brand is defined by its audience’s interpretation of what it stands for, what it does and how it operates and communicates. It also makes us think and feel a certain way about a particular business or products.

So, how does branding start? Usually with an idea, born from spotting a gap in the market or stems from the opportunity to enhance something that exists or simply to solve a common problem. Is it an opportunity to fulfil a function (to solve a ‘perceived ’ pain/problem) or an aspiration? Some people will just want something that does a job, while others will buy something that makes them ‘feel’ better (e.g. clothes, cosmetics, cars, etc.)

The next logical step in the process is devising a name to capture the identity. This is where we come in. It has to be something fitting, memorable and scalable. This has to be one of the most important components of trademarking a business. In fact, we have written a whole other blog on the variety of ways in which to create a brand name for a business or product. Read it here.

Giving your idea a name and memorable identity that is tailored to its qualities, abilities, values and benefits is of prime importance to its longevity and likelihood of success. It needs to look and feel genuine.

In building a brand, consistency is paramount. Professional application, messaging and activity, carefully policed and regularly reviewed to ensure it’s working properly and to identify if anything needs replacing or refining. This includes keeping an eye on what’s happening in your marketplace and how your audiences are engaging with your brands as well as your competitors.

Branding forms the foundations for a business’s success in all aspects. So, if you’re bemused about your branding, get in touch today and we can see how we can help you reach new heights with your business.

If you’d like to discuss how we can help with your branding, please drop us a line.

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