The fundamentals of branding and what makes a good brand
There are over 500,000 brands worldwide! And the reality is, that on the daily, we encounter a thousand different brands –– whether we acknowledge them or not. What does this seemingly omni-present term “Brand” mean though?
This blog covers:
- What is a brand?
- Why do you need a Brand?
- What are the elements of a Brand?
What is a Brand?
Brand and Branding are not a new age concept. Earlier, a brand was a ranch’s distinguishing mark burnt on the rump of a cow. Since then it has come a long way to have a more sophisticated meaning and a value worth millions if not billions.
Brands are intangible business and marketing concepts that help identify a product, a company, or an individual. Brands essentially form the public perception of a product or service. All visible elements of a brand like the colour, design, and logo help identify and distinguish the brand in the ever-evolving expanding market thus forming its brand identity.
Brands are intangible business and marketing concepts that help identify a product, a company, or an individual. Brands essentially form the public perception of a product or service. All visible elements of a brand like the colour, design, and logo help identify and distinguish the brand in the ever-evolving expanding market thus forming its brand identity.
Why do you need a Brand?
- A brand promotes recognition and sets you apart from competition
- A brand represents the emotional connection between your product and customers
- A brand provides your business value and communicates to your audience your business ideals
- A brand helps customers know what to expect and generate referrals
- A brand helps create clarity and focus while providing motivation and direction for the employees
Whether consciously or subconsciously, we process our environment visually. Everything we use or do consists of visual cues that assist in processing and formation of opinion. A brand identity is everything that helps customers associate elements to a brand. For example, Nike has created a brand identity that comprises everything active, inspirational, exciting and cool. It has done this by its excellent branding, promotional videos, representing the best athletes around the world and excellent manufacturing quality. So just by wearing Nike, a person feels motivated to be active.
Another example of a successful brand identity is that of Maggi. Maggi is a brand that originated in Switzerland but enjoys almost monopolising popularity in India. It has done this by creating a brand identity that is steeped in nostalgia. Maggi reminds everyone of their childhood or of staying up past midnight giggling with friends over a bowl of Maggi.
What are the elements of a Brand?
A brand is how the rest of the world views a company; branding is the design decisions and other deliberate measures made to create that impression; and brand identity is the collection of design components utilised in branding.
Following are the design elements that go into making a brand
- Logo
- Color Palette
- Shape
- Tagline
- Tone of voice and
- vocabulary
- Fonts
- Imagery
- Positioning
When you are setting up your business, building your brand image, and brand strategies should be on the forefront of your priorities. It’s important that you focus on establishing trust and honesty, and communicate the essence of your company’s values and views.
Ready to get started on your brand?