Understanding branding from the perspective of a Brand Consultant Intern. Over the weeks I take you with me on quest. This week: Branding. Period.
1. Advertising, Branding and Marketing are used interchangeably. However, they each have different definitions. Marketing is the process of communicating the value of a product or service to clients. Advertising is how you promote products or services. Branding is the consumers feeling towards a product or service.
2. A brand is not a logo, identity or product. Contrary to popular belief, a brand is not tangible. It is a feeling and attachment that a consumer has towards a company.
3. A brand is not what you say it is, it’s what your customers say it is. The problem in today’s market place is that a company’s vision is one thing and a consumer’s perception is another. Your challenge is to match these so that they become one vision.
4. The main purpose of branding is to get more people to buy more stuff for more years at a higher price. Ultimately it is about profits. However, to profit you must have consumers and these consumers must WANT to buy into what you are selling.
5. There is a gap between strategy and creativity. Successful brands bridge the gap and these brands are charismatic. We are willing to pay more for charismatic brands than the competitors.
6. People don’t buy what you do; they buy why you do it. The goal is to do business with people who believe what you believe.
7. Just because you have a home office, doesn’t mean your company is small. You are the CEO of a global corporation. Thank you, Internet.
8. Every company should hire a CBO – Chief Branding officer who bridges the gap between strategy and design.
9. Innovation is one of the stepping-stones for a company’s brand to succeed. To know if a design is innovative, it has to scare the h-e- double hockey sticks out of people.
10. Your business is a process, not an entity. It will continue to evolve with the times and it is ever-changing. Keep up or you will be forgotten.
By Attajaan Ramji
1. Eddie Obeng- Smart Failure for a Fast Changing World 2. Simon Sinek- How Great Leader Inspire Action 3. The Brand Gap by Marty Neumeier