Branding Basics is intended for those people who are new to branding or who may be familiar with branding, but have not yet called on its resources as a tool to expand their capabilities and grow their business. Branding Basics' goal is to help you obtain satisfying results from your market's interaction with your organization. In a sharply focused way, it presents a means for you deliver products or services to customers or clients.

Branding is about creating an affinity between your product or service and the people that benefit from its use.

It's My Brand or Yours — an Overview

Why do you want to develop your Brand? Because if you don’t, your latent image serves as your brand. Everyone has an inherent brand. A brand is a proper noun that reflects the perception of how an audience: market, client and customer, thinks of that proper noun.
Everyone and everything can be said to be a brand. You have an opinion about everything that comes in contact with you, and you selectively filter, categorize, and accept or reject these brands as you come in contact with them.

Set Yourself Apart through Positive Differentiation

If a restaurant sells hamburgers, on the surface it is a fairly straight forward concept, yet if we want to differentiate our hamburger restaurant client, then we might look a little further, defining what it is that makes these hamburgers special. It could be the feed that the cattle received, the vitamins and nutrients added to the feed or the processed meat. The leanness of the meat, temperature at which the meat is stored, and its cooking temperature could all be considerations to ensure a safe, healthy, delicious burger.

The Symbol's Intrinsic Value

Frequently, when you mention branding, people think of the logo as a trademark and the brand. When I say, “We create branding and identity programs,” the first thing that people think of is the logo. Which is an important part of a brand's identity, but it is not the brand.

A Symbol's Worth is Pervasive
A symbol or logo has these three components that help make up its distinctiveness: Style, Values, and Characteristics.

Style projects an extensive range of impressions supported by both positive synonyms and negative antonyms:

Am I Not Who I Think I Am?

How are You Branded?
As mentioned previously, there are three branding levels that you can occupy in the mind of your client or customer:

  • Your generic product or service
  • The process or extras that you wrap around your product or service
  • The outcomes, what your product or service does for your customer or client and how they perceive those benefits

Ask yourself the following questions:

You need to be in the Eye of the Beholder

Brand identity is more than a name, it is the entire perception of who we are, and it is measured not by us, but by our customers or clients.

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