In the world of business and marketing, there’s a common misunderstanding over what “branding” actually is. Most people associate branding with just a company’s logo or their tagline. In reality though, branding consists of many different aspects that help not only create a positive perception of your company, but also fosters an ongoing dynamic with clients or customers.
Branding is a multi-step process that allows companies to create a unique and emotional experience that fosters long-lasting relationships. Your company’s brand reflects what you stand for as an organization. It tells people who you are, what you do and how you do it. Branding seeks to communicate a powerful and memorable message that can evoke an emotional response. Successful branding allows a company’s services or products to come across as distinct or unique and gives people a reason to not only trust your company, but also want to do business with it. When considering your brand, it’s important to recognize the following:
A brand identity is the perception that you want your company to have. It can be developed through various methods including your company’s name, logo, typeface, trademarks or other communications. It’s a means of distinguishing your company from others with the goal of gaining credibility and customer loyalty.
Brand awareness is whether or not people recognize your company or its services. This can apply to both large companies and small companies alike. The higher the rate of brand awareness, the more likely there will be a higher rate of sales.
Brand image is how you want your company to be viewed by the public. It’s the impression you want your company to have, and it’s important that your brand image matches what your company actually does. If it doesn’t, then it might be time to consider a new brand strategy.
Brand perception is the thoughts and feelings of people who come across your company’s brand. It might not be the message your company is trying to send, but it is the message that’s being received. It’s important to be conscious of how your company is viewed through the eyes of the people who matter the most – your current and future clients.
Developing a branding strategy is an integral part of your company’s success. With so much at stake, it’s important to work with an agency that has a proven track record of understanding what a successful strategy entails. Jacob Tyler is a San Diego based branding agency with clients all over the world. We can help you develop a branding strategy with your company’s success in mind.
Branding 101 by Jacob Tyler