Have you ever thought about why McDonald's and KFC stand out from their competitors? They outweigh their competitors because of their brilliant branding.
Yes, in this digital era, a brand can not survive without proper branding. It may seem unimportant and questionable to a few why a brand is investing a hefty amount in building a service or product? But trust me… they are actually setting the right footing for their brand.
It’s okay if you do not believe me, but you must understand the importance of having streamlined branding. Do you know “what is branding” after all? Before digging deeper into the concept of branding, it is ideal to understand its true definition.
The definition of branding is available on the internet, and not just there, a marketing or business student must have learned it as well. Gladly, you do not need to search back through the books because today, an expert is going to make it clear to you along with its importance; I will not let you ruin your brand.
WHAT IS BRANDING?
A lasting impression!
The first impression is the last; many say and believe that. When it is concerned with branding, in reality, it is a fact!
What does branding mean?
Imagine… a brand has come into the market with its not-so-exclusive product; does it mean it will have no consumers? No! It means that it is a chance for that specific brand to stand out and make a point. And it is where the branding comes in, with its exclusive features and aspects, that ensures the brand’s relationship with its prospective customers.
Branding targets the emotions of the people. It is directed towards them as their only hope, or at the least, gives them an opportunity to prove themselves.
Other than focusing on branding definition, learn the primary concepts it has to offer. For instance, a brand is built, a logo has been created, and a tagline is given to the brand. What now? Do the people get what the brand is about? Does the brand convince them to be their customers? NO!
Branding is what helps build the image of the brand. An image that is long-lasting and ensures a positive outcome.
It will not be wrong to say that branding is an ongoing process. But unlike marketing, I do not suggest you play with it. Marketing is where you can take the risk, but branding is where you need to take each step with utmost care.
Why take branding seriously?
Branding has a lasting impact; yes, it is an ongoing process and is more focused on one thing: building a loyal relationship with the customer.
Although I have been specific in addressing branding if you are still wondering what branding means, I would suggest you to rather think about what branding generates to realize the actions and outcomes.
Indeed branding is a result of taking multiple steps that help generate results. The most soothing result that branding gives to a brand is an increase in the number of customers. However, in general, it is where branding is confused with marketing.
Note that marketing generates sales but not customers. Aggressive marketing usually confuses the brands and makes them think that periodic marketing is helping them stay in the market. It is where the brands go wrong; it is the branding and its alignment with the brand that increases the customer base. Know that your branding is a success when you have a profit margin, even when there is no marketing campaign in the process.
It is branding that helps the brand to stand out. The proper branding will do wonders to the business, and once you see fruitful results, you will not stop investing in branding.
Summary
Branding is often not taken seriously; the primary reason is that many confuse it with marketing. However, both are entirely different. Branding is an ongoing process that will help you generate sales and build an image that will stay in people’s hearts forever. If you want to learn branding, invest time learning about your audience as well.
Your audience helps to build and break your brand; the classic avatar of your ideal customer will help you formalize your 1st branding strategy. Afterward, you keep learning through the reactions of your audience and strategizing branding according to them.