To Brand Or Not To Brand?

Should you brand your company? And, just what is branding? It is a lot more than a logo. Developing a brand requires the execution of a number of elements, all of which must be integrated into every marketing component. These components include the companys logo, graphics, brand name, marketing communications, promotions,merchandising, sales strategies, product, service, and performance, all working together to build the organizations brand.

BRANDING

Back in the days of the open frontier, ranchers branded their cattle so they would know theirs from someone elses. Branding is really that simple but it has become so philosophical. Yet, branding is not purely a logo. Nor is branding a one-step solution to solving all of a companys problems.

A brand is a promise which must consistently be delivered upon. Oftentimes people use the terms brand, brand image, and brand identity interchangeably. People talk about an image campaign and it is frequently assumed that is branding. But an image campaign is a shallow reflection of the brand. Brands also need to be flexible and change in keeping with the times. A brand has to grow. To define some terms:

Brand Identity:

Clarifies what the company or product is all about. To be effective, a brand should be unique and distinguishable. Simply, it is what comes to mind when you mention the name of a well-known brand, i.e., Kleenex, Clorox, or Xerox. These are brands that were big in the 50s, were refreshed in keeping with what they stood for, and remain big today.

Brand Positioning:

What a brand stands for in the minds of customers and prospects, relative to its competition in terms of benefits and promises. For example, Chevy is a brand, but it is not clearly defined ... it is diverse and fuzzy thus GMs issues. Porsche is a brand. It is clearly defined as a sports car. It occupies that space.

Brand Strategic Personality:

The outward face of a brand; its tonal characteristics most closely associated with human traits. Looking at Harley-Davidson for example, the strategic personality might be a trusted friend and companion, with a dose of machismo. What is the difference between generic and branding or generic and specific? This is the part of branding

You must pay attention to.

It is simply being Specific about what you do. Look at all of the failed dot-coms... classic examples of what can happen without clearly defined brands. Look at Yahoo by contrast... known worldwide, Yahoo is always reinforcing its brand message... it is hip, edgy, irreverent and valuable as a trusted partner. Remember its yodel?

Now go forth and deliver on your brands promise with every interaction.