Branding is one of the oldest concepts which is a part of marketing. Both in the offline world and the online one, you can see branding everywhere. So, we thought we should write a blog about it.
It began in Egypt
Branding, in its original sense, began in ancient Egypt. In those day, people branded livestock to differentiate one person’s cattle from others’. They did this simply by burning into the skin of the animal using a hot branding iron. The purpose of branding one’s things has been carried through ages in a more or less constant sense.
Today, branding for a product, person or company is the values, promises, and the mission we, as consumers, colleagues and friends, perceive to get from those products, people and companies.
What is branding anyway?
In simple terms of the modern era, branding encapsulates all the efforts a marketing manager or a person uses to distinguish their company/products/personality from competitors. The purpose of branding, and everything a person or a company does, for that matter, is to create an impression. This helps identify them and later remembered.
The hearts and minds of people are the final targets of every manager. They aim to settle their products and services in hearts and minds of the people. They think these people will be involved with their brand. They achieve this through branding tools such as product and company design, logos, trademarks, brand awareness and other assorted strategies concerning branding. So, let’s see what a brand is next.
What is a brand?
As Marty Neumeier suggests in The Dictionary of Brand, brand identity is the expression of a brand. It includes its name, trademark, communications and visual appearance.
All these characteristics and qualities are the ones the manager of a company or anyone uses to convince customers. He aims to brand the company to distinguish it from all else, Well, you might say, if their product is good enough, everyone will love it. You are right. That’s a very special kind of branding and it is our favorite one.
This seems to be simple enough and the mental picture of a brand with which we identify symbolizes its differences from other competitors in the same field. I believe that the main job a company strategist has is to create and maintain the image of the brand. You should do this in a way that it is settled and remembered in the minds of users and costumers. People remember this type of branding.
This means that the company should try and keep up with their ideologies upon which they have based their company. Promise something that you can keep up with. This way you will be able to bridge the gap between the brand image and the brand identity.
Why is branding so important?
Whether you are the owner of a new company or someone who is considering becoming a public figure, you should always realize what your mission and vision. You should do this at the starting point of your journey. This will allow you to get on the right path of your branding strategies.
It will give you the strength to know what your brand will have to look like visually. It will also help choose a right logo and color scheme for your company. Furthermore, you’ll be able to define your business to your potential customers better only if you know what you can deliver. Of course, this means now and in the future.
As mentioned above, know your bounds, know what you can deliver and don’t over- or under-do your visual brand identity! As for your logo, it should complement the company’s message strategy.
It sure should be simple, memorable and should work beautifully both online and offline. Moreover, this applies even if you are a graphic designer, architect or a freelancer who doesn’t belong to a company, but wants to brand themselves. We call this personal branding.
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