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Branding is basic requirement of almost every business, Corporate and organization. |
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Advertisers and Marketing peoples, keeps on talking about Branding but some people know the actual meaning of Branding. Here we will explain you the true meaning, how it can be done and most important, how is it beneficial to your business or organization. |
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Meaning of Branding |
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Brand has many different definitions, but the general definition is, that a brand name is a name or logo or symbol that is frequently used to identify a company or products or services, which stand them separate in the crowded market. |
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How Branding is done? |
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'Branding' of a company or product or service is done by using a logo, symbol, or design features i.e. using the proper and frequent colour combination, layouts and many other factors to identify the company, or its products or services. Like Pepsi company use Red, white and Blue colour in their products and they promotes it so frequently that we easily identify bottle Pepsi. |
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For example : |
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The Nike brand name is known throughout the world, people can identify the name and logo even if they have never bought any of their products. |
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We easily identify Nike's products by the symbol 'Tick'. |
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The clothing and running shoe company Adidas is well known for using three stripes on its range of products. This design feature branding allows people to identify their products, even if the Adidas brand name and logo is not present. |
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Why should you go for Branding, what are the benefits? |
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Recognition and Loyalty |
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The main benefit of branding is that customers are much more likely to remember your business. A strong brand name and logo/image helps to keep your company image in the mind of your potential customers. |
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If your business sells products that are often bought on impulse, a customer recognizing your brand could mean the difference between no-sale and a sale. Even if the customer was not aware that you sell a particular product, if they trust your brand, they are likely to trust you with unfamiliar products. If a customer is happy with your products or services, a brand helps to build customer loyalty across your business. |
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Image of Size |
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A strong brand will project an image of a large and established business to your potential customers. People usually associate branding with larger businesses that have the money to spend on advertising and promotion. If you can create effective branding, than it can make your business appear to be much bigger than it really is. |
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An image of size and establishment can be especially important when a customer wants reassurance that you will still be around in a few years time. |
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Image of Quality |
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A strong brand projects an image of quality in your business; many people see the brand as a part of a product or service that helps to show its quality and value. It is commonly said that if you show a person two identical products, only one of which is branded; they will almost always believe the branded item is higher quality. |
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If you can create effective branding, than over time the image of quality in your business will usually go up. Of course, branding cannot replace good quality, and bad publicity will damage a brand (and your businesses image), especially if it continues over a long period of time. |
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For example: |
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The Sunny Delight drinks brand was one of the biggest in the UK just a year after its launch. However, constant bad publicity about the quality of the product has severely damaged the image of the brand, and sales have dropped for each of the past several years. |
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Image of Experience and Reliability |
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A strong brand creates an image of an established business that has been around for long enough to become well known. A branded business is more likely to be seen as experienced in their products or services, and will generally be seen as more reliable and trustworthy than an unbranded business. |
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Most people will believe that a business would be hesitant to put their brand name on something that was of poor quality. |
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Multiple Products |
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If your business has a strong brand, it allows you to link together several different products or ranges. You can put your brand name on every product or service you sell, meaning that customers for one product will be more likely to buy another product from you. |
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For example: |
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LG sells televisions, music equipment, consoles, camcorders, DVD players, video players, and etc all under the LG brand name. |
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You can also create separate brand names for your product ranges, allowing people to see your brand name, and than use the range brand name to work out what they wish to buy. |
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For Example : |
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Cadbury’s makes a range of confectionary under many different sub-brand names such as Dairy Milk, Boost, Flake, and Time Out. All of these are sold under the product brand, but all feature the Cadbury’s brand name on the packaging. |
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