Understand Brand

Branding has been defined, explained and examined extensively. There are books, articles, publications, seminars, and groups all dedicated to exploring the meaning and use of brand today.

Interestingly, with all this wealth of information, some of it developed by the greatest minds in the industry, I still hear "but what is branding?" Considering the multitude of sentences that begin "branding is..." it's an understandable question. What I believe people are looking for is not another definition, but rather understanding, and an idea of how and why this tool fits into their business.

The Brand Equation

Visual + Verbal + Experiential = Brand Perception

What you show, what you say and what you do adds up to what people know about you and what they think of your service, product or company.

Imagine a person you know. When asked to do that, the first thing that pops into your head is an image of that person. If that person walked up to you, you would recognize her, and if known well, recall her name. If you were describing that person to another you would list her features, offer her name and describe what she is like with both factual and subjective information. "You remember my friend Tracy from college, the one with the dark hair and the big smile? Now she's married and lives in Maine. She's an amazing photographer and so much fun, I really miss having her around. You'd love her."

The image you recognize, the words you recall and the references that make up your experience all add up to an impression. That person you thought of -- in addition to her face, name and your mutual experiences -- you also recalled how you felt about her, your impression. That's brand.

A visual image, a verbal message and experience with something leads you to form an opinion. So, in reality, brand exists whether we address it or not. Every interaction brings about an impression. In a business, however, crafting and controlling that impression mean the difference between reaching your goals and missing the mark.

It is sometimes thought that a great logo like the Nike "Swoosh," a catchy tagline like "Got Milk" or a well-known product like Coke is the brand. However, each of these major brands has carefully planned all three areas of their impression to guide their audience toward their ultimate goal -- loyalty. You recognize them, you can recall what they do and what they say and you know how you feel about them. If they have done their job well you will refer them "You have to try Coke, it's the best," affiliating your preference to their company "I only wear Nike's." This is the power of "Brand."

Brand Value

What's the value of "impression?" Huge international brands are used as examples because of their recognition, however brand is valuable to companies large and small, product and service, for profit and charitable. What's in it for you:

• Identifying your specialty makes you an expert in your niche.
• Developing a unique quality separates you from the pack.
• Crafting the impression you want helps customers see all you can do for them.
• Maintaining a constant message builds long-term recognition and recall.
• Attracting customers through referral is the cheapest and best marketing around.

If you are clear, consistent and creative you will attract the right business. Why waste time handling interest from unqualified buyers and receiving none from ideal contacts?

Who's Using Brand?

It's not just industry giants with multi-million dollar ad budgets. The power of brand is being harnessed everywhere. Our local school district launched a brand initiative a few years ago. Their mantra "Above and Beyond" is woven into assemblies, included in all written communication and demonstrated in curriculum changes. The latest email announced a 22% improvement in the standardized test scores of disadvantaged students.

Whether your aim is greater sales or better reading skills, brand provides a focus, streamlining your effort to achieve your goals.

Getting There

You can't prepare an effective image, message or experience until you decide what unique quality you're selling and to whom. Getting the right people to recognize, recall and refer your company is a process.

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.

---

FTC Reviews The Franchise Rule

After more than a decade since the last attempt to... Read More

Branding: What Not to Do

Here's a little story about what not to do as... Read More

Brand Positioning - Brand Image

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

Multi-Brand Franchises in the QSR Sector

Well not everyone is aware that McDonalds also owns several... Read More

Id Buy That: Getting A Brand Mindset

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

Notable News - The Branding Myth

How many times have you heard of seen advertising for... Read More

Trade Journals in Franchising

As many people know Industry Trade Journals in America have... Read More

Branding On The Web Is Like Mining For Fools Gold

I am sick and tired of marketing geeks touting the... Read More

Branding - More Than Just a Statement - A Memory Scar

Conjure up in your mind broad rolling meadows with runs... Read More

Play it Again Sam

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

Types of Logos

There are three basic types of logos: text, symbol, and... Read More

10 Secrets for Free Media Placement

Why pay a high priced PR agent when you can... Read More

The Big Uneasy: Clearing the Clouds of Guess

People often come to me to assist them with developing... Read More

Im Just Starting, Why Do I Need a Logo Design?

Businesses eager to open often give little thought to their... Read More

Why Branding?

Having a concise, clear image that you project to your... Read More

You Bored Me at Hello - Top Three Strategies for Networking Your Brand

"You had me at hello," those famous words from the... 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 Services - Brand Identity Guru

Branding Services is a tactic that marketing executives and managers... Read More

Do What Works

"Can you hear me now?"You'd be hard pressed to find... Read More

Corporate Identity - A Rough Guide

A rough guide to corporate identityThe tabloids report the millions... Read More

Branding Junk Removal - He Did It, Can You?

What does it mean to be remarkable?Brian Scudamore, CEO and... 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

Build Brand Identity Through Product Branding

Building a product into a brand leader is not easy,... Read More

Optimize Your Mailing List For Better Results

A list of customers who have previously bought from you... Read More

Build Customer Loyalty by Promoting Your Customers

Do you want to attract new customers while building greater... Read More

Santa - The Brand

Every Christmas Eve, a burglar named Santa busts into homes... Read More

Logo Design - Branding - Brand Identity Guru

Do you have any idea how important your company logo... Read More

Boston Brand Building - Brand Identity Guru

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

Is Your Logo Helping or Hurting Your Business?

The quality of your logo can mean the difference between... Read More

The Art of Successful Branding

Branding: it's a term that carries great weight in the... Read More

Profitable Partnering

Become your customers top-of-mind choice.Some of these snapshots of real... Read More

Brand Boring or Brand Buzz?

I heard an advertisement on the radio the other day... Read More

Why You? -- Professional Identity Branding

You can have first-rate products and services, but if you... Read More