Branding

• Branding


  A name, terms, design, symbol or any other feature that identifies one seller's good or service as distinct from that of other sellers (American Marketing Association)
• What branding does to a product or service

  • Provides a meaning to a specific organization, company, product or services by creating and shaping a brand in the consumers' mind
  • Helps the consumer to quickly identify and experience their brand and give them a reason to choose their product
  • Helps to attract and retain loyal customers by delivering the product that is always aligned with what the brand promises
• How branding achieves a company's goal

  • Brand essence and core identity
  • Brand positioning
  • Brand promise
  • Brand identity
• How branding is done

  • Web design and online presence
  • Advertising and communication campaigns
  • Product and packaging design
  • In-store experience
  • Sponsorship and partnership
  • Customer service
  • Workspace experience and management style
• Characteristics of successful brand names


  • Distinctiveness - Immediately identifies the services provided and differentiates it from competition
  • Relevance - Communicates the nature of the service and the service benefit
  • Memorability - Easily understood and remembered
  • Flexibility - Not only expresses the organization's current business but is also broad enough to cover foreseeable new ventures
• Principles of branding


  • Keep it simple - One big idea is best. People are overwhelmed with sales pitches. There is a time and place for details.
  • Mass produced word of mouth builds brands - Difficult to build a brand with advertising alone. You need to help the writer. You must have great visuals.
  • Focused brands are more powerful - Focused, sharp, and to-the-point branding.
  • Differentiation is key - Attach your brand to what makes you different. If you are not different, make something up.
  • First brand advantage - Not simply the first on the market, but the first on people's minds.
  • Avoid sub-brands at all cost - "The easiest way to destroy a brand is to put its name on everything" – Al and Laura Ries.
  • Perception vs Quality - Quality is important, but not as critical as the perception of quality. If it's well-branded, it must be more valuable. If it costs more, it must be of higher quality.
  • Be consistent & patient - Know who you are and write it down. Consistency and focus are the keys to long-term success. Don't get bored. Have a brand police.
  • Write down your brand definition - Have a visual style guide. Use your written brand definition as a litmus test for all of your marketing projects.
• The faintest pen is better than the sharpest memory