Branding 101

What is a Brand? 

Let me begin to answer this question with another question: What is a name? What is your name? A name is a word with a written and spoken form that is attached to an object to identify it. A name is a sound, but more importantly, it's an identity. A name is what the name represents. Likewise, a brand which consists of symbols, color schemes, catchy slogans, and a promise of a unique point of difference, is a business's identity. A brand is more than just colors and slogans, it's a reputation. If I mention the name Ghandi, people don't think of the word, they think of the man it represents, and ALL of the attributes they have associated with the man through his actions. When a consumer sees a popular logo, they don't just see a fancy symbol, they see their interactions with the company that symbol represents.

Why You Need a Brand:

Without a brand, the consumer doesn't know who you are, or why they should do business with you. 

Branding is a two sided method of setting yourself apart from the crowd.. The first side is the name. Everyone needs a name. If every burger franchise were named McDonalds, how would we know which one sold Big Mac's and which one sold Whoppers? The second side is the entity the name describes and more importantly, the reputation it has earned for itself. If Burger King and McDonalds both had the same menu, why would it matter which one we go to? A good brand emphasizes what makes a company unique and tells the consumer why they should choose one business over the competition.

Aspects of a Strong Brand

•  Logo (symbol)
• A logo is an emblem that represents a business. There are many aspects that effect the quality of a good logo. (see my blog: "The 7 Pillars of Good Logo Design")
• Color Scheme
• A color scheme (in reference to branding) is a set of colors that represent your brand. Your color scheme should be incorporated into your logo, your website, your physical store, your employee's uniforms, your business cards, your dvd's, and everything else that you ever do. Your color scheme should also be researched and chosen carefully to best suit your psychological and emotional message.
• Unique Point of Difference
• This is your promise. Ultimately, every aspect of your brand is to build and reinforce this one idea: Why the consumer should choose you. Your unique point of difference should be what you do differently than everyone else to make your product better. This aspect of your brand is built best with actions, not words. Everyone can play lip service to an idea all day long, but what customers remember from their business with you, is what really matters at the end of the day.
• Slogans
• Slogans are an easy way to help identify and strengthen your unique point of difference. A Good example would be Burger King's, "Have it your way." The slogan tells the customer what the business is doing to set themselves apart. A slogan is a promise in word form. A promise that should never be broken.