The Importance of Branding
If the explanation of branding was simple, there would not be so much ambiguity and dissonance regarding the concept. Still, for the most part, a strong understanding of branding requires a decent grasp of business, marketing, and even (human) relational basics. It is such a vast concept that a correct definition that truly encompasses everything that it represents would not bring too much clarity to the subject just by itself. But, for the sake of lowering the propagation of obsolete, incorrect, and incomplete information about branding, we offer a more complete definition:
What is Branding
Branding is the perpetual process of identifying, creating, and managing the cumulative assets and actions that shape the perception of a brand in stakeholders’ minds.
If you compare this definition to the official Cambridge definition, you can clearly see that the latter (Cambridge) offers more surface-level information, giving a false sense of understanding to the reader. This might be one of the reasons why most people think that definition is correct and choose it as the foundation of their knowledge-building on the subject. In truth, basing your learning about branding on a definition that reduces it to only one element (visual identity) makes every other branding-related concept fall short when trying to connect the dots.
Our definition of branding, even if seemingly more ambiguous than the other, gives much more sense to the concept when diving deeper into its meaning. Here is a rough breakdown:
1. Perpetual process
Branding is a perpetual process because it never stops. People, markets, and businesses are constantly changing and the brand must evolve in order to keep pace.
2. Identify, create, manage
There is a structured process to branding, one where you must first identify who/what you want to be to your stakeholders, create your brand strategy to position yourself accordingly, and then constantly manage everything that influences your positioning.
3. Cumulative assets and actions
Your positioning must be translated into assets (e.g., visual identity, content, products, ads) and actions (e.g., services, customer support, human relations, experiences) that project it into your stakeholders’ minds, slowly building up that perception.
4. Perception of a brand
Also known as reputation. This is the association that an individual (customer or not) has in their mind regarding your brand. This perception is the result of the branding process (or lack thereof).
Clients are not the only ones that build a perception of your brand in their minds. Stakeholders include possible clients, existing customers, employees, shareholders, and business partners. Each one builds up their own perception and interacts with the brand accordingly.
At CWG we take branding seriously and all those come to us need to understand that the result is that of excellency. All the companies we have done branding for have been exceptionally happy for we walk with you and help you to come out with the best branding for your business.
Branding is what makes you distinctly you. Your company’s name, logo, colors, fonts. The visual part is so important here, because this is what people remember, often unconsciously. They see your logo and know what to expect. That is exactly the goal of branding.
It also includes your company’s values and message. A catchy slogan that embodies the company’s personality will stay with customers for a long time, building a link between you and your clients. Brand is a general vibe that your company has and that people, hopefully, enjoy. Its purpose is to create long-term, trusting and loyal relationships with customers.
Branding is absolutely critical to a business because of the overall impact it makes on your company. It can change how people perceive your brand, it can drive new business, and increase brand value – but it can also do the opposite if done wrongly or not at all.
“A good definition of brand strategy is the considered intent for the positive role a company wants to play in the lives of the people it serves and the communities around it.” — Neil Parker
Let’s set something straight: Reputation builds up whether the business does something about it or not. The result can be a good or bad reputation. Understanding and using branding only means that you take the reins and try to control what that reputation looks like. This is why it is recommended to consider branding from the very beginning of your business.
Contrary to popular belief, branding is not an “expensive marketing tactic that only big brands use”. On the contrary – branding has a lot to do with common sense and is heavily influenced by the market you’re in and the level you want to play at. Branding involves a consistent mix of different competencies and activities, so its cost can wildly differ from case to case. High-level consultants and flawless implementation will, of course, be more expensive than anything below it. Likewise, branding an international, multi-product business will be much more challenging and resource-heavy than a local business, for example. There is no one-size-fits-all approach.
If you feel that you need your business to be branded, do not hesitate to call us on Sharon Mobile: 0725490782 John Mobile: 0798195950