What is Branding? The Power of Branding for Business

What is Branding? Not everyone understands its importance to businesses. Branding is what businesses need to attract the attention of potential customers. It is what can keep first-time customers from becoming loyal customers.

Or make customers become your brand evangelists. For any business that wants to succeed, Branding is a process that cannot be ignored.

To better understand the definition of Branding, let’s first learn What is Brand??

1. What is Branding? Understanding the concept of Branding

1.1 Brand (Brand)

A brand is a name, term, design, symbol, or any feature that identifies one seller’s product/service as distinct from another seller’s product/service (American Marketing Association).

1.2 What is Branding?

Branding is the act of giving a product or service the power of a brand (Kotler & Keller, 2015).

If Brand is people’s perception of your business. Then Branding is the set of actions you take to build your brand. In other words, Brand is a noun and Branding is a verb. Any action you take to shape your brand is Branding.

For example: You design a Logo, that is Branding

You build a brand voice, that is Branding

Or when you and your Marketing team implement an advertising campaign, that is Branding

1.3 Origin of “Branding”

Branding appeared in 350, its original word is “Brandr”, in the Nordic language In ancient times, it meant “Burn”. In the 1500s, Branding was a sign that ranchers marked on cattle to indicate ownership. This was also the predecessor of the “Logo” later on.

Today, Branding is not just that, it is a system that includes a combination of images, language and customer experience to help evoke customers’ emotions about the brand.

2. Why is Branding Important for Businesses?

Branding is one of the most important assets of a business. So why Brand building – Is branding so important?

2.1 Branding helps businesses stand out from their competitors

Businesses always face fierce competition in business regardless of their size, industry, and target customer base. Branding helps you establish ways to become different, special, unique, and more attractive. This will help customers see why they should choose you over other companies.

2.2 Building brand recognition

To build a successful brand, your brand must first be recognizable. Building a brand recognition system includes the logo, website and other brand assets (Brand Equity). From there, businesses create a unique style and increase brand recognition in the market.

2.3 Provide customers with a consistent brand experience

To be successful, your business needs to provide customers with a consistent experience when they interact with your brand on your website, events, or social media accounts. Branding allows businesses to control how consumers experience and perceive your brand. Make sure the perception and experience across brand touchpoints are consistent.

2.4 Connect with customers and turn them into loyal customers

Successful businesses are those that can motivate and connect emotionally with potential customers. This journey will turn them into customers and from customers to “fans” of the brand. Branding is the way for you to do this. Branding strategies will help businesses connect customers more deeply and be loyal to the brand.

3. How to Brand successfully?

Here are the elements of Branding that businesses need to pay attention to in order to increase consumer trust in the business:

3.1 Mission and vision

Mission statement and brand values are the foundation of Branding. Mission is of utmost importance, especially for businesses that are gradually building their reputation. The mission should be short, concise, and demonstrate the purpose and level of the organization. If the mission is the brain, the vision is the heart of the business, it is a picture containing inspiration and motivation, about what you want to achieve in the long term.

3.2 Brand Guidelines

Along with the mission and vision, the brand strategy is equally important. They are presented in the form of Brand Guidelines, also known as brand manuals/brand standards. The guidelines reflect and support business goals, help businesses differentiate themselves from competitors, create resonance, provide a framework for decision making and ideas for future marketing campaigns. Brand Guidelines include all elements of the brand’s style such as colors, fonts, and brand voice outline.

3.3 Logo

Logo is the face of the business. Logo design is the most important way to build a brand. During the logo design process, always think about who you are and how you want customers to perceive your brand. This will help businesses orient their design strategies effectively.

3.4 Website

Website design is also an important step in building a brand. The website is the office on the Internet space of the business. When customers visit your website, keep them with attractive images, an easy-to-use interface and most importantly, it reflects the brand’s identity. Just like the logo, when designing a website, don’t forget to refer to the Brand Guideline to choose the appropriate website components such as interface, layout, font, color, etc.

3.5 Other elements

You can’t just apply a one-size-fits-all approach to branding. Depending on the size and industry, businesses will need additional tools such as business cards, product packaging, event flyers, etc. Conduct a business assessment and determine your specific needs to develop appropriate brand assets.

Branding is the foundation for businesses to build value and potential customers. Above is information about what is Branding? Adsmo believes that with this useful sharing, it will help you build a successful brand.

Successful branding is the key to helping a business’s name affirm its position in the market compared to other competitors. If you have any questions, please contact Adsmo for immediate consultation.

See more:

• What is a brand identity?
• Brand building model