Branding is a powerful and sustainable high-level marketing strategy used to create or influence a brand. It is used to generate a perception of, and thus a response in relation to, a product or company.
The power of perception (a brand) can positively influence buying decisions by:
Acquiring more loyal customers (who are happy to pay a premium price) is what many successful businesses strive for, and that’s what the marketing strategy called “branding” is all about.
Branding creates a brand – and you are branding your business or product whether you realise it or not. The question is “what perception are you allowing prospective customers to form, and is that perception costing you sales by giving them the wrong impression in relation to your competitors”?
High quality strategic branding creates competitive advantage by:
Branding can also deliver real internal benefits. It can play an important role in improving organisational culture and unity by:
And this, most importantly, fosters consistent projection of the intended brand externally.
Sadly, many businesses take a reactionary approach to operating and building their business. Consequently, they never achieve the level of success that is attainable within their market. Many businesses are unaware of the benefits of strategic branding or the business lacks the time or skills to formulate well-engineered long-term plans and strategies. As branding falls into the longer-term category, it is often disregarded as too hard, too costly or even too boring!
Many business owners have no real understanding of branding and the impact it can have on the health of a business over time as well as immediately. They are often unaware of (or refuse to acknowledge) how “that airy-fairy branding stuff” impacts on themselves and others. Consequently they conclude that it’s of little or no value to their business.
But branding has been proven to be one of the most effective marketing strategies available to business, and it’s the smart businesses that make the investment in branding and put it to very good use.
A good place to start is by developing or clarifying your Brand Strategy or at least creating a solid Brand Foundation.
Our goal is to create some clarity through concise and consistent definitions. If not for the entire marketplace, then at least for our own clients.
The perception of a company, its subsidiaries, and/or its products in the minds of the audience.
In an effort to reconcile the idea of branding an object or entity with a mark or name, many consultants refer to our definition of Brand as “Brand Image”. By our definition, names and logos are not brands, and an object cannot be branded – a logo is not a piece of red hot metal. Adding a logo or brand identity to something is not branding that thing, and referring to a product or company a “brand” only adds to the confusion. Rather, “branding” can be used to create or alter the “brand” of a product or organisation.
Branding + Interaction & Experience = Brand.
The cognitive sum of sensory and emotional experiences. A perception can be conscious and/or subconscious.
The process of creating, maintaining, strengthening or changing a brand.
All visual devices/communication used to:
The commercial functions involved in transferring goods from producer to consumer.
See our successful branding examples
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