How do you define branding? What comes to mind when I ask, ”What is your favorite brand?”
Do you picture your favorite car or a logo
, or do you recall a positive experience like walking into a salon and being greeted by friendly people who are so welcoming, you would think they knew you personally for years?
, or do you recall a positive experience like walking into a salon and being greeted by friendly people who are so welcoming, you would think they knew you personally for years?There are many elements that make up a brand. It is not just what you see on products or on television advertisements; it is much more. Working in an environment each day where I not only need to maintain the brand credibility of the organizations in which I work, but I also carefully consider the brands of clients, large and small. So, what does ‘branding
’ mean?
’ mean?Throughout the years, I have researched different companies in an effort to determine how effective they are in communicating their promise of value. I look to see what sets them apart from others who offer the same products and services. Often, I consider buying a product not based on price alone, but the experience that I receive during the shopping and purchasing process.
Whether I am looking to purchase insurance, home accessories, or larger purchases such as a car or furniture, I am looking for much more than a reasonable price. I desire quality service, welcoming and visually pleasant atmosphere, freedom to browse without being continuously followed, and always a smiling face. Essentially, I am looking for an entire package; I am looking for a positive ‘brand’ experience.
People define branding in different ways, but I have provided two specific ways that you can define branding:
- “a collection of authentic and distinct promises that create emotional connections with a specific audience”
- more concisely, it is “a unique promise of value of a product or service”
We all development emotional attachments to our favorite brands. We often choose the things that we buy based on how we associate with the brand attributes and how we feel about the brand, or said another way, "how the brand makes us feel."
An example of a 'brand' is when we think about the words that come to mind when we think about a particular company's product or service. When you think of the Apple brand, what words or images come up? The words that often come up are ‘innovative and high-quality.’ You may picture what the Apple Store looks like in your area – divided stations, a lot of room to roam, and you may even picture knowledgeable staff who have helped you.
For the Disney brand, we often think of ‘family-entertainment and fun.’ Memories and emotions come up from childhood and even adulthood of experiencing the wonders of Disney.
Some brands use their unique promise of value in their tagline, such as Target. When we think of target, we often think of words like, affordable. Target’s tagline has been, ‘Expect More. Pay Less.’
So, what makes up you as a brand? What are the personality traits, strengths, talents, experience, etc. that make up your brand and get people coming back to you over and over for your expertise?
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