It’s a well-known fact that today’s customers do not buy products, they buy brands – so you must understand the art of branding. When you step out to buy a cell phone, you’re either out to buy an iPhone or an Android device. This shows just how powerful branding is, yet sadly very few businesses are able to crack the code.
Let’s talk about branding in detail:
What is Branding?
According to the American Marketing Association, “A brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.”
Branding is all about establishing your business image. It’s not only about your logo or your name but everything that is linked to your business.
Your brand is a promise you make to your customers. It helps build expectations. And you must fulfill these expectations in order to maintain your brand name.
It’s important to understand that a brand exists in the mind of customers. You can change your website layout or introduce new products to change your brand image, but it will not have much of an impact if your customers do not see value in it.
The art of branding is essential to building a lasting business, but it can be quite complicated to understand.
Why is the Art of Branding Vital?
The main aim of branding is to help your customers understand what you have to offer and how you’re unique – to tell your story, in other words.
For example, customers know Mercedes is a luxury brand without having used it. It’s because the company has always advertised its products as luxurious.
This emphasis on luxury exists across all points of public contact, from customer service representatives to website interactions to showroom layout to marketing messaging. This is also why Mercedes is able to charge a higher price.
Customers know they will be getting luxury when they buy a Mercedes car. Because Mercedes understands the art of branding and effectively communicates this key message to their audience, their customers are happy to pay a premium for their product.
And while there are key principles of branding, it’s more of an art than a science.
How Can We Create a Successful Brand?
You need to know precisely what message you want your brand to communicate to the mind of your customers. You will then choose all your branding components accordingly – from your business name to your corporate voice to your targeted logo.
The specific message depends on your target audience and your unique mission statement. The most important thing about the art of branding is to be consistent. All the elements related to your business should be in sync.
Consider Nike with the tagline, “Just Do It.” This branded slogan resonates well with its mission statement which reads: “To bring inspiration and innovation to every athlete in the world”.
The company has stuck to this theme in all its marketing campaigns. It works with athletes to promote its products. You will see Nike stores full of similar visual graphics and branding assets broadcasting an active and athletic message.
Thanks to this approach, the company has become one of the top shoe brands for athletes. If you want to be an athlete, you think of buying Nike shoes because of its brand image.
It’s All About Messaging
As mentioned earlier, communication is the most important thing. You need to be consistent in what you say and how you say it.
You need to find and define a brand voice that helps you connect with your core audience. What works for teenagers may not work for seniors and vice versa.
At the end of the day, branding pays dividends as it allows you to find a place in the hearts and minds of your customers. It’s a form of marketing that can take years to show results. But as your brand takes root and blossoms, it’s well worth the effort.
Successful brands understand the advantages of partnering with a marketing firm adept in the art of branding. For lasting success branding to your niche audience, contact us today to schedule your free branding consultation!
