The importance of branding is well known, yet it is also
quite easy to get it wrong. For branding to be effective one must first
understand what it is and to what end it is directed. Branding refers to the
unique image an individual (yes, each of us has a personal brand) or company
wishes to attribute to itself in a manner that the company and the brand become
synonymous with each other. Good branding ensures longevity, customer loyalty
and a unique identity in the market. In many ways branding is a delicate
balancing act wherein the company or individual has to position themselves in a
manner that is most consistent and easily identifiable to their target audience.
Several factors
Visual branding is very important and can work wonders for a
brand. Look at McDonald’s, Google and Apple. Their logos are very
identifiable. And people mostly
associate their visual brand with a good or happy experience. Good and
fulfilling user experience and customer to company interaction is also vital
for good branding.
In order for a customer to fully identify with a brand,
several factors play a role. Innovation and being the first in the game plays a
definitive part. Every company dreams of a situation where the brand
becomes the name for the product itself for the general population. That is
branding at its most absolute. Think Xerox, which became synonymous with the
photocopy industry to the extent that many people in office setting refer to
the Xerox machine when making copies (even if they use a different brand).
One key enabler of good branding is the emotional connect between
a business/individual and its customers – current or potential. Today Apple is
a lesson in wholesome branding for several other players. Apple’s branding
strategy is rooted in emotions and the experience it brings to its
customers at a lifestyle level. When Apple entered the market it marketed
itself as a company that was challenging the existing thought and mindset. It’s
branding was based on the company being a challenger that would bring new and innovative
products to, essentially, the world. That emotional experience has remained
embedded in our minds - across generations.
Apple’s successful branding strategy also brings us to the
debate of brand evolution. A brand must be able to display both consistency and
evolution. While this may seem like two contradictory ideas, they actually
are not when it comes to brand placement, especially in the tech sector that
sees progress and evolution all the time. While Apple was first marketed as a ‘device
company’, it has successfully moved beyond that branding to include digital
content services (with iTunes, app stores etc) as well. However, its key brand philosophy
that is simplicity, innovation and hassle free design for the everyday man
remains consistent at its core.
While there are several examples of successful brands what
are the essentials that must be kept in mind when developing one?
Brand equals experience
No matter how well a company markets itself visually or
otherwise, at the end of the day a brand equals the experience it gives the
customer. If the experience is inadequate, the brand is inadequate as well.
Product design is also branding
How you design your product will become synonymous with the
brand. If product design is unique, the brand will remain imprinted in the
user’s mind for a long time. When it comes to designing a product there should
be a definitive end that leaves more than a superficial impression. Think
about Apple’s designs - that is one of their principal branding strategies.
Apple promises users hassle-free products that stand out for their minimalist
designs. Unique product design is branding in itself.
Standing out is important
That is the entire point of branding. If you are standing
in, you are invisible and therefore, not taken into account in the larger
picture. Branding differentiates the brand in the competitive market and good
branding gives an edge over others in the race.
Unique but rooted to its customer base
While the branding must be unique, it must also not lose
sight of who their target customer base is. Several companies get carried away
by the idea of a good concept and lose sight of customer expectations. Be it a
motion advertisement or a newsletter, the brand must be easily identifiable to
the customer.
Consistent, yet evolving
In order to ensure customer loyalty and longevity, a brand
must evolve with times to accommodate the shifts in consumer patterns. However,
this need not happen at the expense of its core branding strategy. It is in
fact, the consistency of a brand to deliver exactly what it is expected to do
that ensures the most loyal and consistent customer base.
If you are a job seeker or looking to start your own
business, remember, you have a personal brand too! What is it you want people to know about
you? Can you deliver on your promise? What sets you apart from others in the
market?
If you need help with your personal or business brand,
contact us! www.stonekingconsulting.com
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