Why is branding important?
Branding a company or product familiarizes the consumer with a specific product or service. It allows consumers to associate the personality of the company or service with their own beliefs, feelings, opinions, and experiences. If effective, a company brand will make a consumer feel like they can relate at a personal level
What does branding do for your company?
Branding is the key concept that identifies a product or service. Symbols, signs, catchy names, vinyl car wrap on a fleet, special offers, etc. link a company name to a specific standard of quality in which the company has set for itself. Creating a brand experience that is unique and special triggers a consumer’s memory to associate their emotional attitude with the identity of the product or service being offered
What is effective branding?
It is important to know what elements comprise of an effective brand and the brand’s identity.
Here is a list of the top 4 branding elements.
- Brand Name – Tabasco, Kleenex, and Pepsi: these names have virtually replaced the identity of the type of product that it offers. It is no longer simply hot sauce, tissues, and soda. Brand Logo – The Raisin Bran Sun, The Energizer Bunny, and The Keebler Elf- These logos bond the imagery to the product. When we see these brands, we think to ourselves, wake up and have some Raisin Bran, keep your electronics moving with Energizer and cookies made by little elves in trees are delicious.
Brand Tagline – You can’t get any closer, you’re going to like the way you look, I guarantee it, and Just Do It reference products as well as the product’s expectations. Norelco, The Men’s Wearhouse, and Nike have concentrated their brand into a single catchy phrase that tells the audience about the company’s goals.
Brand Colors – A company’s colors must reflect the service or product they offer. Food packaging and logos should have colors associated with edible items. Orange, brown and red are all colors found in basic foods and 90% of all food packaging includes these. If the product provides energy the product colors will demonstrate an immense amount of energy; like the neon green of Monster Energy drinks.
Creating an effective and memorable brand and brand image comes from consistency. Consistency starts with determining a specific Brand Name, Brand Logo, Brand Tagline, and Brand Color that can be used on every form of promotional media. If these 4 key elements were to be consistently changed, the public would constantly have to re-identify and re-familiarize themselves with your product..