Why Branding Matters?
Yes, that is a questions, not a statement, or even an exclamation. Why? because that is the main question I, Cyndi, get asked when approaching new companies, or clients with new ideas for a company. So, in response, I created my “speech” on Why Branding Matters!
Have you ever wondered what the media means when they talk about Branding? How about joining a tribe? What about the difference between branding and marketing? Did you know that your logo is not your brand? Since many people think branding and marketing are the same thing, we’ll start with marketing. What exactly is marketing?
According to the Business Dictionary, marketing is “the management process through which goods and services move from concept to the customer” Or you could just say that marketing is actively promoting your product or service. This can be through an advertisement, a sales promo, anything that gets the client to buy your product or service. In principle…Marketing is tactical. Meaning that marketing happens in the short term duration, as part of the larger picture when offering a product or service.
Well, then, what is branding?
Let’s start with a clean slate – what branding is not:
• It is not a LOGO.
• It is not your corporate identity.
• It is not your service or product.
Therefore…Branding is strategic. According to Marty Neumeier of The Brand Gap, “[branding] is a persons gut feeling about your product or service.” In essence, it is the overall feel of your company. And yes, a gut feeling. Neumeier uses examples of Nike, Coke, and a few other household names to bring his point home. That gut feeling drives us all to buy. Either because we want it, need it, or someone else has it.
So, how do you know if you are branded? According to our research, and reading lots of books and blogs, on branding and brand identity, it simply comes down to: who is your ideal client?
Not sure? Don’t worry, because unless you specialize in something very specific, you are not a lone. So, ask yourself: Why does [your product or service] matter?
Theory is that if you can answer that question, then more than likely you are already branded. But, since the majority of people don’t know the answer, we have created a list of questions to help get you in the right direction. Which…will be in the next blog on branding, so be sure to come back next week!
Print Guru & Photographer