Brands and Branding

• Provide definitions of the words ‘brand’ and ‘branding’

• What does a brand consist of?

• What do you need to create a successful brand?

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Brand — name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. Brand is the consequence of how you go about doing what you do.

Branding — the marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products. Branding enables people to recognize and understand how to navigate your business’s goods, services and organization. It is only one of many contributory factors that, in combination, help to establish a brand.

Among the other elements, which the brand consist of, there are:

• name (the word or words used to identify a company, product, service, or concept);

• logo (the visual trademark that identifies the brand);

• tagline or catchphrase (for example, "The Quicker Picker Upper" is associated with Bounty paper towels);

• graphics (for example, the dynamic ribbon is a trademarked part of Coca-Cola's brand);

• shapes (for example, the distinctive shapes of the Coca-Cola bottle and of the Volkswagen Beetle are trademarked elements of those brands);

• colors (for example, Owens-Corning is the only brand of fiberglass insulation that can be pink);

• sounds (a unique tune or set of notes can denote a brand);

• scents (for example, the rose-jasmine-musk scent of Chanel No. 5 is trademarked);

• tastes (for example, KFC has trademarked its special recipe of eleven herbs and spices for fried chicken);

• movements (for example, Lamborghini has trademarked the upward motion of its car doors).

To create a successful brand you should simply be consistent. It’s necessary to use all the elements of a good brand. They need to be well combined. And you always should remember about the fact that you’re working for the customer.

So if we’re speaking about the logo, it must capture the essence of your brand and be placed everywhere. Your website, packaging and promotional materials — all of which should integrate your logo.

Your colleagues should be interested in the job and be aware of your brand attributes. All the members of your team should integrate your brand. Branding extends to every aspect of your business — how you answer your phones, what you or your salespeople wear on sales calls, your e-mail signature — everything. Create a “voice” for your company that reflects your brand, and apply it to all written communication and incorporate in the visual imagery of all materials, online and off.

Don’t make the rebranding too often. Use brand standards for your marketing materials: the same color scheme, logo placement, look and feel throughout. In this case the customers will get used to recognize your brand.

And one more very important thing is to be true to your brand. Customers won't return to you — or refer you to someone else — if you don't deliver on your brand promise.