What is BrandingRecently, one of the Branding groups I’m a member of on LinkedIn posed the following question: In one sentence, what is branding? It’s a question that, supplied by the thought leaders in branding, I answered pretty thoroughly here. But the post generated some great responses. Many of them are more than one sentence, but you’ll still get the point.
__________________________________ Branding + Brand Experience = Brand Equity __________________________________ Branding is the promise that the customer experience will always be what you said it would be. __________________________________ Branding is creating an Identity by associating with a set of values that are perceived to be valuable by the consumer. __________________________________ A Brand is a promise. The promise is made by you, the entrepreneur, inventor, or business owner. The promise must be delivered 100% of the time or the promise will be broken. The brand becomes the emotional connections between you (or the product or service) and the consumer. The logo becomes the symbol of the Brand. __________________________________ A brand is "a construct that delivers marketing promises to facilitate the formation of a mutually beneficial and evolving bond between the seller (or corporation) and its stakeholders based on functional and emotional values." __________________________________ A Brand Is: A product or service associated with a trust-based, value-producing relationship between an organization and the stakeholders it serves, wherein theorganization meets or exceeds its promise again and again. __________________________________ Branding Is: “The process by which a sustainable relationship is built between the customer and the organization, based upon a deep understanding of customer needs, motivations, perceptions and values. It utilizes all relevant points of contact (Marketing Strategy) between the organization, its employees, channel partners and customers. __________________________________ A brand is a promise that creates a bond of trust between the brand owner and the user of the brand. That's why the promise must never be broken Branding is then the process that aims to establish top of mind awareness and increased levels of ownership by managing and promoting that identity, within a specific category or target domain, over a period of time. Successful branding approaches seem generally thought to be driven by the laws of relevance, clarity, goal direction, market differentiation, consistency, energy, interaction, feedback, and so on. __________________________________ Advertising is telling people that you have a pair of shoes to sell. Marketing is where and how you display the shoes in your store so people will buy them. Branding is why people come to your store to buy the shoes when the store next door has the exact same pair for sale for the exact same price. __________________________________ A brand is a “Claim of Distinction” - whatever separates the business or organization from its competitors, makes it stand out as extraordinary or, better yet, more valuable to the customer - and the compelling evidence that makes that claim credible – the evidence of distinction. __________________________________ Branding is the gut-feelings your current and potential clients and customers have toward your products and services. These feelings can be positive and some other times can be negative, and here the word of mouth factor comes to support or break the brands and offerings according to experiences. __________________________________ Branding is what you do in the morning of an important day. You think in your day, in the meeting or the conference, you think in your cloths, in your speech, your behavior, all your presence and try fit all that details with your personality and with what your audience expects. __________________________________ Return to How-to-Branding home. |
