Revealing the Roots: The Process of Building Brand

How is branding different than marketing?

Branding is not so much different from marketing as it is an element of marketing. We think of marketing as a tree; the brand is the roots, holding the tree in place and providing constant energy. The leaves are the tactics, reaching in various directions and changing with the seasons, the trunk is the marketing strategy, connecting the brand and the tactics. In this way, brand is positioned as the basis for any marketing initiative.

Building a Brand

Creating a brand involves a process that demands attention to develop and diligence in carrying out to achieve results. While this may seem difficult, the end result of the branding process is the establishment of a system, and a structure that actually simplifies the marketing process.

Our process serves to match the work a company does best with an audience willing and able to buy, and proceeds to develop a program of visual and verbal messages that reflect the experience the company wants to deliver. Branding is about developing a pull rather than a push, identifying a core value that resonates with your audience and attracts the business that is desired.

  • Understand the current perception of your company:

    Effective brand marketing starts by gathering information. What is known and thought now both inside and outside your walls? Do you know who your competitors are and what their brand is? Why do clients choose-or not choose-your company? What do clients value most about your firm? Both quantitative and qualitative information is needed to get a clear picture of your company's, and your industry's, place in the mind of your audience.

  • Evaluate what you do best, what is special and unique:

    Having gathered information, both internal and external feedback is reviewed. It is time to compare the needs that exist in the market with the strengths your firm has or wants to develop. This process identifies the most marketable elements to a given audience, the focus features.

  • Align this strength with the appropriate audience:

    With a clear picture of the features your company can deliver well, and an understanding of who would value these features, key benefits are defined and linked to a feeling, the core value, to create further focus. The purpose of brand is to create a durable connection and build recognition, recollection and referrals.

  • Choose how you will show, tell, and organize to convey the alignment:

    The visual image, verbal message and experience that will be delivered must be developed to communicate your brand perception. While staff, headlines and images may change from year to year and campaign to campaign; this structure creates a stable base that allows for flexibility without veering off course.

  • Deliver a well-defined image, message and experience with diligence, consistency and repetition:

    Educate everyone on your brand so that each staff member becomes a "Keeper of the Brand." The biggest problem with maintaining brand is lack of consistency. A new marketing director, eager designer or outside consultant bored with what has been done and wanting to put their own stamp upon the company can quickly derail a brand. While you can't change your logo every year, regular evaluation of the tools employed to convey your message is vital in keeping both your audience and your staff engaged.

    Strong roots are needed to keep a tree healthy, and essential in surviving a storm. When growing your brand, be thorough in discovery, objective in the definition of position and consistent in delivery, and the process of building brand will be time well spent in attracting and maintaining the kind of clients that will grow and sustain your business.

    About The Author

    Beth Brodovsky is the president and principal of Iris Creative Group, LLC. Brodovsky earned a Bachelor of Fine Arts in Communication Design from Pratt Institute, New York. Before launching her own firm in 1996, she spent eight years as a corporate Art Director and Graphic Designer, providing a sound foundation in management and organizational standards and structure. Iris Creative specializes in providing marketing and strategic communication services to clients in service industries and small businesses. For more information contact Beth at bsb@iriscreative.com or 610-567-2799.

    In The News:

    • pen paper and inkwell


    cat break through


    Business Branding - How Character Affects Customers and Your Business Image

    The public buys far more than just your products, services... Read More

    Too Dull? Too Sharp?

    You work hard getting the right cover message and words... Read More

    Which Of These Words Attract Your Clients

    Whether it's your business card, tagline, article title, web site... Read More

    A good logo vs. a FABULOUS logo

    If you had a choice, which one would you choose,... Read More

    Branding Your Business To Make More Money

    Branding your comapny should be the first thing a company... Read More

    Logo-ize For Instant Identification & Increased Awareness

    The task of creating an indelible impact on the memory... Read More

    What is an Artists Statement & How Often Should It Be Updated?

    An artist's statement is a statement of ideas and thoughts... Read More

    Branding: All My Exs Live In...

    ...my senses. I know, you were thinking 'Texas'. Well, if... Read More

    Standing Under the Umbrella And Still Getting Wet

    Make More Money Making a Name for YourselfCalling all realtors,... Read More

    Franchising is Virtually Fraud Free

    The number of complaints to the Federal Trade Commission on... Read More

    Brand Warfare is More of a War than You Think

    We will discuss Brand Marketing for a minute. In this... Read More

    Branding Your Products Is Important

    I was chatting with a couple of friends, all of... Read More

    Into The Limelight

    To stand out in a cluttered world, become a recognized... Read More

    Play it Again Sam

    The marketing director for one of my longtime clients used... Read More

    Boston Brand Building - Brand Identity Guru

    "Make no little plans, they have no magic to stir... Read More

    Putting You and Your Company in Position to Own Your Market

    Americans have always liked their coffee hot. But then Starbucks... Read More

    Wealthiest 10% of Americans Name Top Quality Brands for 8 Products in New Survey

    The seventh in a continuing series of twice-yearly surveys by... Read More

    Build Brand Identity - Brand Identity Guru

    Successful Guru marketers have a secret weapon that they use... Read More

    Brand Identity and Brand Image - Brand Identity Guru

    It is important to distinguish between corporate identity, brand identity,... Read More

    The Big-Pay Off -- Brand Value

    Many CEOs and marketing directors find their time wasted evaluating... Read More

    Picking The Design Company Which Is Right For You

    So you've decided to go for it-you're ready to choose... Read More

    Brand Components

    Your brand is the culmination of everything about you and... Read More

    Branding 101: Why Its Critical to Business Success and How to Do It Right

    What's Your Brand?A brand is a product/company personality that helps... Read More

    Tips for Creating Brilliant Business Names

    Imagine if Yahoo! had been named TheInternetDirectoy. Or StarBucks was... Read More

    Id Buy That: Getting A Brand Mindset

    Feel that? The crisp tingle in the air? It's fall.... Read More

    Brand to Sell Well

    Branding is an application of appropriate marketing techniques in the... Read More

    Branding Your Radio or TV Campaign With A Musical Identity (aka Audo Logo, aka Jingle)

    You don't think twice about a business card and letterhead... Read More

    Brand Building 101

    Building your brand into a brand leader isn't easy. There... Read More

    Play Your Position! - The Only Way to Win in Business

    Have you ever watched 5-year-olds play soccer? It should be... Read More

    Branding Guru - Brand Identity Guru

    Branding TodayHave you ever had a good brand experience? How... Read More

    Clouds Gather Before A Storm: Utilizing The Power Of Brand

    How brand management can help utility organisations to create a... Read More

    Brand Positioning - Brand Image

    That cross-trainer you're wearing -- one look at the distinctive... Read More

    Your Brand is Your Promise! (So What Are You Promising?)

    When people mention the word "brand" they usually mean a... Read More