Branding. Seriously What Is It?

By Stephen Murphy | Branding Strategist

 

You know there aren’t many successful businesses that don’t have strong brands (excuse the double negative). Think Ryanair, Xerox, Apple, BMW, etc. These strong brands don’t just happen by chance.  They need constant attention and caring for. And by brands, we don’t mean your logo or your tagline. Oh no, it’s a lot more than that…

Okay, so what is a Brand?

 

This sounds like a dumb question (I hear you shout), but there’s lots of confusion in Marketing-land about what a brand really is.  We thought we’d just put the record straight and declare our clearest and most meaningful definition.  Are you Ready? (drumroll)

 

Your Brand is Your Reputation.

 

That’s it. Seriously. It’s your reputation.  It’s what people think and feel (their emotional connection) when they see your logo or hear the name
of your product, service or organisation.  It comes from their previous experience(s) of your business or from what they’ve heard about you.

 

Okay, so if your brand is your reputation, what is branding?

Branding is the process of aligning how your audience
sees and feels about your brand with how you want
them to see it.

 

It’s managing all those individual things you do, that when put together, make up people’s impression of you.  For a business this includes how you answer the phone, the layout of your website, the way you dress, the décor of your office, your business card, the packaging you use, social media and yes your logo.  These “things” are called touchpoints. They are mostly manageable and within your control.  The strongest brands are those that employ consistency across all their touchpoints.

 

Think about your brand. Are all your touchpoints aligned?

 

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