You may have been told by someone or read somewhere about Branding and that it’s important to a business, and they’re not wrong, it is. But the question is, how important, what value should you place on current branding, or is it time to change with the times?
We’ve come up with a list of key points to explain branding, so you can decide for yourself if it’s time to seek our help.
BRANDING IS A CONNECTION
The reason you feel the need to buy Heinz beans over any other brand of beans is all in the memories you have of eating their beans.
That’s why we say branding is an emotional connection. It possesses a level of trust that you can only build over time and isn’t easily budged or broken either.
So when we change our Branding, we’re opening saying to our customers, we’re changing the way we communicate with you. As scary as this can be for many businesses, it is also a necessary part of growing your brand(s).
Whether you’re upscaling, merging, buying out a business, or starting a new venture, the way you communicate this, has to be delivered right.
BRANDING IS A GROUP, NOT A INDIVIDUAL.
A Car is a good example of explaining Branding in action. It’s not just the logo that you see posted on the front, back or sides. (An individual element of branding)
It’s the way it drives, the sound it makes, the new car smell, the people who built it and repair it, the gadgets, but also and most importantly, the memories you make in it. (The grouped elements of Branding)
Brand strategy identifies what each of these groups are and do for your brand.
So when the brand communicates a new or existing product or service to your brand circle (employees, customers, and target audience) the response is highly rewarding.
BRANDING IS CULTURALLY ADAPTIVE.
The video game company Blizzard-Activision, changed the colour of Blood in one of their games to Green, this was done for their Asia markets for one simple reason – The colour Red culturally means something different.
In branding, as you enter new markets, reposition your brand or merge, you are adapting to a new form of thinking that also includes your existing values.
This doesn’t mean you have to change everything about your brand, through careful analysis and research, a simple alteration can be all that’s needed to have a high impact.
Air Jordan, Nike, Converse & Umbro, 4 brands, different cultures, and beliefs. All owned by One company, Nike Inc.
BRANDING ANSWERS THE QUESTION IT ASKS.
Successful brands often are the answers to the questions they asked.
Tesla for example; asked if it was possible to make an electric car that could be better than any petrol car. Amazon asked if it was possible to deliver a product the next day.
Whether your brand is multi-faceted or ‘just a simple service’, asking the right question(s) will have a profound effect on a brand’s success, even at a localized level.