When people hear the word "brand" or "branding" they think very different things. Is it the logo? Is it the name? The answer is really neither. The public may have a difficult time understanding and defining it but, for any B2C business, branding is the first critical phase of building your public image. It’s your promise or commitment to your customers. It should create an emotional connection for the customer. The branding process should inspire your corporate identity, your logo and even your company name.
While there are many aspects of building a brand there certainly three critical elements that every successful brand should have. They are:
BrandEssence: "What specific need to meet for our customers?" "What is our central purpose?" "Why do we exist?" Think Disney. "Keeping the magic of childhood alive." It's the big idea that all products and services flow out from. From this definition you can draw out many things like a company mantra or mission statement. It creates clarity for the consumer but maybe even more importantly for the employees. Employee "buy-in" is essential.
Brand Positioning: "What makes us different?" "Who are our customers?"
Brand Personality: "If our brand were a person, how would you describe us?" A likeable personality is often required to establish an emotional relationship between the brand and its loyalists.
When broken down this way it can seem very simplistic and sometimes dismissed at first by clients, but the companies that embrace the full branding process enjoy collateral benefits that drive the success of it's marketing campaigns and are ultimately more profitable.
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