How Branding Will Change Your Life?

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How Branding Will Change Your Life?

What is Branding?

The American Marketing Association (AMA) defines a brand as a “name, term, sign,symbol or design, or a combination of them intended to identify the goods and services ofone seller or group of sellers and to differentiate them from those of other sellers.”

The true concept of branding is not to play the game choice. A common misconception inthe business world is that branding is about making your target market choose you overyour competition. The true target is making your potential customers recognize yourbusiness as the only solution to their problem/needs.

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The key objectives that a solid brand should achieve:

Project your business message clearly Confirm your credibility with your potential market Connect with your potential market both visually and emotionally Motivates the potential market to use you r services Create a loyalty with your brand

To have a successful branding campaign requires you to fully understand the needs anddesires of your potential customers. It is essential that the business integrates brandstrategy at every point of public contact. Your brand should reside within the minds ofcustomers and potential prospects.

A strong brand is invaluable as the competition for customers grows day by day. It’simportant to spend time investing in researching, defining, and building your brand.

Rise Your Own questions

To Make your company’s brand, you need to rise some of the major questions:

What’s your company name?

An effective company name gives a strong firstimpression. Customers often memorize business nameslook them up in search engines. If your company’sname is hard to spell, consider placing GoogleAdWord bids on common misspellings. Naming yourcompany is actually a more tedious job than mostpeople think, but use your imagination. The bestcreative names are often the most simple.

What does your business do?

Define proper and accurate keywords which wouldhelp to find your business in a search directory and also point out the benefits andofferings different from your competitor to make uniqueness. Niche branding plays amajor role in the business success almost for small or large, both online or offline. Nichebranding is also called as “narrow branding” which connects your customer and prospectsin a targeted way that focuses on their needs and not on you or your product.


How do you define your niche?

The products or services that you provide should be specifically defined to the customer.Highlight the benefits of your business help solve customer problems. A good brandalways motivates the customer and thereby earns loyalty — increasing the chance forrepeat business and referrals.

Who is your target audience?

To find your target audience, consider everyone who purchase including the buyer, theinfluencer and the end-user. This could be identified with a marketing persona for eachmarket segment. Defining your brand to the right target market will help to boost up theoverall effectiveness which will convert prospects into customers.

What Are The Process to Gain Branding?

Whether you are launching a new business, product or service, or re-branding an existingone, clarity is the key factor for success. Clarity creates interest, grabs attention, and callsfor action. Both your clients and employees will better understand and respond to yourmission and purpose. Gaining that clarity requires insight and understanding into whattruly drives your business. (And it’s not your products and services!) We call it “findingyour pivot point.” Once you know it, you can build your brand around it, create afollowing, command a premium. Then life becomes more enjoyable. People around you,customers, staff, vendors, begin to “get it.” When you are clear, everyone else gets clear,and you find yourself in a different space… no longer battling the competition, butleading your company in new and innovative directions. That’s what brilliant brandingcan do and this is how we do it…

Gathering the background info (the big brain dump)

We begin most branding assignments with a meeting of the key stakeholders. This iswhere you tell us the “state of the union,” and just where you stand now in the process.You may have some ideas and thoughts already formulated. There might be names thatyou loved but couldn’t use for various reasons (i.e. trademark conflict, the domain wastaken, etc.) Or you may just be at a complete dead end, or wasting too much valuable stafftime.


Determining the pivot point (what business are you really in?)

Rather than jumping to a competitive analysis of others in your industry, we first questionwhat industry you are in. Sounds obvious, but it isn’t. Apple is not really in the“computer” business, but in the digital lifestyle business. If they acted like they were acomputer company, they would be marketing against Dell and Gateway, and theywouldn’t be where they are today. Before branding a company, product or service, we digdeeper to determine the end benefit, the true value proposition, so that the brandingremains anchored, relevant and timeless. We call this “finding your pivot point,” or thatcentral theme that resonates throughout everything you do.

Writing a creative brief (exactly what is your brand message)

Now that you know your pivot point, your central theme and mission in life, how do youwant to convey that message? Do you want to sound bold and innovative or tried and true?Do you want to engage and excite or educate and inform? What is thepersonality/temperament of your brand and how do you want it to be perceived? Who isyour primary and secondary target market? What type of messaging will most appeal tothem? We’ll ask these questions and summarize them in a document for your team toshare and discuss. This will help further guide the naming process.

Creating the brand criteria

To keep the process on track, we work with you to prioritize which items in the brandstrategy are most important and deserve the most consideration. Is it the overall soundand feel of the name? Is it the meaning behind the name? Is it the need to be unique? Orhave an exact matching .com domain name? Typically there are a number of drivers inthe branding process, but without identifying them, and prioritizing them, the leastimportant factors can inadvertently take precedent over everything else.

Concepting and developing brand identities

Once we know what business you are truly in and what message you want to convey, welook at how best to convey that message. There are a number of branding strategies, eachwith their own pluses and minuses. You may want to start with a blank slate, somethingyou can own, so we would explore invented or “empty vessel” names (i.e. Xerox.)

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Reviewing and refining

It’s often in the discussion of the brand names that the team gets the “ah-ha!” moment.Someone will share a new twist or insight that transforms a good name to a great one. Orone name sparks a train of thought that leads to other possibilities. That’s the purpose ofthis process, to help find and define the essence of the brand. Once in a while, a name willpop right out, but more often, one or two of the names begin to rise to the top and makemore sense with each discussion.

Selecting the winning name

Typically it requires one to three “rounds” of names to find the right candidate. And oftenthe name will be from the first list, simply because it requires contrast and comparison tosee the value in a name. Some of our best and brightest brand names were initially passedover in early stages of the process, only to be revisited again and again. This is where ithelps to air out each idea… how will the name be used, where will it be seen, how will itbe used in a sentence, does it have “verb potential,” etc. There is usually several namesthat will meet the branding criteria, and then it’s a matter of choosing the one that feelsthe most fitting and comfortable.

Based on the specifics of the project, we can also provide comprehensive trademarkresearch, name validation testing, and linguistic evaluation to further assist you in yourdecision.

Developing the marketing platform

Rather than stopping with a name, tag line, logo and domain name, we’ll work with youto develop a marketing “lexicon” or language set to further enhance and support yourbrand message. For our client TKO Surgical, it was about standing up for their clients,championing their cause and being in their corner. For our financial planning clientFreedom Peak, it was about “reaching for your goals,” “climbing higher,” and “gaining ahigher perspective.” By developing this language set, you will be able to create a moremeaningful and congruent brand message, one that highlights your core strengths.

Creating the corporate identity/logo program

Once we have the name, tag line and domain name, we work with you to create amatching logo identity (if that was part of the package.) We’ll ask you for examples oflogos that you admire in other industries, and we’ll help determine the best logotreatment to reflect your overall brand message. We’ll provide three to five logos perround, and gather feedback on which one(s) you like best. From there we fine tune theimages until we have one that compliments your brand name. For some clients, it’s allabout creating something “eye popping” and highly visual.

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Finalizing and transferring all branding elements

Once the logo is approved, we then forward all the files in various formats for use inprinting, web design and signage. We’ll also specify the logo font type and the specificPMS colors for future reference. We then transfer over the domain name and provide allnecessary information for immediate access. At this point you are good to go. You willhave all the basics you need for a brilliant brand.

How to Make Brand Identity?

Today, consumers are almost overwhelmed by visuals. Whether driving down thehighway, watching a television program, surfing the Internet, or shopping for groceries,consumers come across multiple brands during most daily activities. So is it even possiblefor a company to create a brand identity that will be remembered even after consumersencounter it?

The good news is that, yes, creating a memorable brand identity is entirely possible withlots of research, thought, and consideration for today’s technology. The following 5 tipsare some of the most important for making sure that the brand you build is one that notonly stands out but that consumers remember anytime they are in need of your productsor services and can access from anywhere.

Know Yourself

A memorable brand starts with a clear definition of your goals and mission as a company.A stronger vision of your company gives you a firm foundation to build your brand upon.



Research Your Customers

You can’t stop with knowing yourself because self-identification means nothing if youdon’t have a clear picture of your target audience – your ideal customer. Knowing theconsumers you will most likely attract as a company will help you better choose aspects ofyour brand design that customers will relate to and remember.

Create a Brand Story

Developing a brand story goes back to making sure your company is relatable. A storydraws customers in, and appeals to their emotions. If you can get them to feel an emotionthat they relate to your company, then they will definitely remember you. Just make surethat your story is the same across every media that consumers encounter you – online, ontheir phones, or on a poster.

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Be Simple but Creative

A complicated design is never memorable. So keep everything about your brand simple.Limit your colors and your fonts, and design a minimal logo. Keeping your story simple aswell ensures that customers remember it and the emotions it elicits better. Keep in mind,though, that you also want to be creative. The most creative brands have always been theones the public remembers long after their initial emergence.

Be Consistent

A simple yet creative brand also ensures that it is still translatable between screen sizes ordigital and print marketing media, for example. If you are able to maintain brandconsistency no matter where customers encounter you, then you will build a muchstronger and memorable brand. They will recognize your company whether they accessyour website on their laptop or on their mobile phone.

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Here are the top 10 most valuable brands in the world

It’s the end of an era for Coca-Cola. The cola giant’s 13-year rein as the world’stop-ranked brand by Interbrand, a leading brand consultancy, ended this year as Applejumped into top spot with a 28% rise in brand value from last year. The technologyjuggernaut’s brand is now worth US$98.3 billion, according to the ranking. Technologycompanies dominated the upper echelons in this year’s ranking, with six of the top 10names coming from that sector.

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