What Is Branding?
Updated: Dec 26, 2019
Thousands of years ago, branding started as a mark on an animal to show ownership. According to the Smithsonian, livestock branding has been going on since ancient times. Egyptian hieroglyphics illustrated branding as early as 2700 B.C., and the early Romans used branding as a form of magic, believing it would protect their animals from harm.
In our modern world, some of the most well-known brands are instantly recognizable. Brands like Apple, Target, Starbucks, Nike, Volkswagen, and Adidas can be identified by image alone without even using a single word.
But in marketing today, branding is more than just a simple mark or logo. It encompasses all that a brand can be. According to branding expert Laura Lake;
“A brand is something that marks your company or service as unique. This includes your name, but it also stretches to encompass the public's perception of that name. It brings certain things to mind, ideally quality service or products delivered with a certain excellence that no other company quite achieves. Your brand should be comprised of your company's personality and image, as well as its core competencies and characteristics. The impressions you make, as well as the words people will use to describe your company to others, are the basic framework of your brand.”
Without a strong brand,
marketing won’t get you very far.
Good marketing is driven by brand identity, which should shape every decision made about ad campaigns, design, products, and marketing strategies. Companies who work to create a well-defined brand and are tapped into what drives them are more likely to succeed.
What you may not know is that branding goes beyond just your public image; it includes everything your business does internally as well. How does your office culture relate to your brand? Do you value your employees just as much as you value your customers? If you want your brand to inspire a feeling of happiness, health, energy, fun, or confidence for your customers, do you inspire such feelings within your company? A strong brand cannot arise out of a toxic company culture. To be truly effective, a brand must be authentic, and it must come from the inside out. Make sure your company embodies internally what you want your brand to represent for your consumer.
To start envisioning your brand, think of three words that encompass the energy you want your brand to convey. These three words will help you simplify and focus as you develop the essential elements of your business image, such as your website, logo, or marketing materials.
Defining your brand can be tricky. What brands do you like and why? Look at their websites, social media, and ad campaigns. What is it that draws you to these particular brands? Identify the positive characteristics, feelings, or thoughts that these brands embody. How can you translate this into what you want for your brand? You may want to take notes or even create a vision board with images, colors, designs, and ad campaigns that inspire you.
Once you are ready to present your vision of your company’s brand to the public, it’s a good idea to work with skilled professionals to get your concept right the first time and avoid expensive and time-consuming revisions down the road. Good designers, marketers, writers, and social media strategists can take your vision and turn it into something wonderful.
Branding can be an exciting part of your business development, and our team would love to help you take your business to the next level. Contact us today to schedule an exploratory session to see what the Snow B Designs team can do for you!