What does “brand” mean?

In marketing, a brand is the symbolic embodiment of all the information connected with a company, product or service. A brand typically includes a name, logo, and other visual elements such as images, fonts, color schemes, or symbols.

It also encompasses the set of expectations associated with a product or service which typically arise in the minds of people.

Such people include employees of the brand owner, people involved with distribution, sale or supply of the product or service, and ultimately consumers.

The experiential aspect consists of the sum of all points of contact with a brand and is known as the brand experience

The psychological aspect or brand image, is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service.

A brand which is widely known in the marketplace acquires brand recognition.

One goal in brand recognition is the identification of a brand without the name of the company present.

Brand equity measures the total value of the brand to the brand owner, and reflects the extent of brand franchise.

Where brand recognition builds up to a point where a brand enjoys a mass of positive sentiment in the marketplace, it is said to have achieved brand franchise.

Brand management is maintaining strict rules surrounding how your brand creative and messaging are presented in the public market. Consistent imagery and messaging should always be in-line with your original brand philosophy. All advertising should reflect elements of your brand so it is instantly recognizable.

“Branding is not what you say about your company— it’s your customers’ perception of your company.”

Branding is more than just ensuring that customers recognize a logo or product name. Branding means creating an emotional association (such as the feeling of success, happiness, or relief) that customers form with the product, service, or company. There are two basic techniques for branding: direct experience and indirect messaging.

With direct-experience branding, users attribute emotions directly. For example, when customers test drive a car or eat a restaurant meal, their direct experience influences their feelings toward that vehicle or establishment.

5 Key elements for your branding strategy:

Professionally designed marketing materials
Consistency in advertising and message
Excellent customer service (entire team represents image)
Strong and professional website
Differentiate your brand with value proposition

However, marketers can’t give users a direct experience for most products and services, so they need to use indirect messaging for their branding. For example, Nike sponsors sporting events to encourage the attendees to associate Nike products with the fun and excitement of the sport. Companies also create slogans (“Avis: We Try Harder,” or “Built Ford Tough”) and use them everywhere. TV commercials, magazine ads, and billboards are all indirect messaging. But this form of branding needs repeated exposure — conventional advertising wisdom says that a message isn’t effective until the customer has received it at least 10 times.

Years ago, the average person thought of branding as that creative thing you do with the name of a product. Or it meant designing a new wrapper. Or maybe it was the print or television advertising that relayed the brand message. But that was a simpler time, when there were far fewer media vehicles and less competition in most product categories.

Today, branding and brand reputation is everything. Brands are not simply products or services. Brands are the sum total of all the images that people have in their heads about a particular company and a particular mark. Brands absorb everything around them like Imelda Marcos in the shoe department at Nordstrom. Marquee brands suffer if they show up at retail in a sea of poor quality products or in a questionable store. Brand can make or break a business or company and today in this global market it’s what sets your company apart from every one else.

If you have more questions about brand or would like to discuss further please ask!