05/07/2021
What Is a Brand?
“Branding is the art of differentiation,” Brier says. “Branding is the way that consumers identify and experience a product, service, or person, from the look, taste, feel, and sound—a brand is all of those multifaceted parts.”
Consider Starbucks. Starbucks demonstrates that a brand is so much more than their mermaid logo and the color palette, explains Brier. Every Starbucks has similar decor and music—that’s part of the brand. The taste and smell of the coffee is consistent around the world—that’s part of the brand. The setup of the menu and the barista uniforms are always the same—that’s part of the brand. The cup you carry on your way out, the continuity in each customer experience—that’s the Starbucks brand.
The beauty of branding is that with it comes trust and customer loyalty. People love Starbucks. They know what to expect and they know what they’ll get just by hearing the brand name. You associate an entire brand experience with the idea of Starbucks, and that’s what you’d like your brand to do for you.
The Starbucks brand may begin with a visual identity, which includes key elements like brand colors, fonts, and a logo. But it’s a successful brand because the experience is more than surface-deep. To maintain the company’s brand, the team behind Starbucks commits to a distinct brand voice, makes sure customers see a consistent brand image, and always stays true to its brand promise—which reflects its mission statement and value proposition.
So say you’re not Starbucks and you’re starting from scratch. It might seem overwhelming to create a brand identity from nothing. But the benefits of a clear point of view are well worth the self-discovery and market research required to find and fill your space in the world.
Why You Need a Strong Brand
A brand isn’t just a thing companies have. It also gives customers a reason to choose you and enact their brand loyalty. A brand, explains Brier, helps your target audience differentiate between you and the other guys.
“The art of differentiation is why we choose cars, shoes, whatever we buy,” shares Brier. “Take two identical bottles of water from two different brands. They’re basically the same product. Unable to find a real difference in the two, the customer will finally default to price. People need something to differentiate in order to make a choice. But say your water has minerals, or a special source, or pH magic, then you’re giving people a reason to choose you.”
Your brand can help you stand out among your competitors, even if your specific products or services aren’t too different.
Now you know you need to give people a reason to choose you, but how do you identify what makes you special and how you can convey that?
What is a brand made of?
Brands are a combination of tangible and intangible elements, such as the following: Visual design elements (i.e., logo, color, typography, images, tagline, packaging, etc.) Distinctive product features (i.e. quality, design sensibility, personality, etc.)
How to make a brand successful?
Top five tips for creating a successful brand
1.Do your research. The most important work for successful branding is research. ...
2.Connect with the Consumer. Your product needs to add value to your customers' lives. ...
3.Be Consistent. ...
4.Create Brand Awareness. ...
5.Budget Isn't Restrictive.
why do brands matter
Strong brands enable consumers to distinguish your products from that of your competitors. Brands cultivate affinity, trust and customer loyalty. Brands allow your company to charge a premium for its products. And brands play a key role in making products stand out in an increasingly competitive global marketplace.
Brand FAQs
What Does Brand Mean in Marketing?
A brand is an intangible concept that helps people (notably consumers) recognize and identify a particular company, product, or individual.
What Are 4 Types of Brands?
There are numerous types of brands, but the four most common ones include corporate brands, personal brands, product brands, and service brands.
What Are Brand Examples?
Although brands are generally intangible, we often associate things like products and names with brands. Examples include Apple, Nike, Coca-Cola, Advil, and Tylenol.
What Is the Importance of a Brand?
Brands are important because they create value for corporations and individuals. They also provide a competitive edge in the market against an entity's competition. Successful branding augments a company's customer base, which creates trust and credibility, leading to brand loyalty—all of which give a company a competitive edge in the market and a bigger bottom line.
What Does Brand Equity Mean?
Brand equity is a concept that refers to the value generated from a company's product or service when it is compared to a generic equivalent that is available to consumers on the market. Think of Advil compared to its generic ibuprofen counterparts on drugstore shelves.
Featured Image Credit: google
References:
1.ADOBE SPARK
2.courses.lumenlearning.com
3. investopedia.com
4.digital.thecatcompanyinc.com
