What Is Branding?

Do you know what branding means? Well, it is a marketing concept commonly used but it may be quite vague and confusing for anyone, even those who handle marketing. Well, here is what you need to know about branding. For you to understand what is branding, you need to know what brands and products are.

Remember, a product can be anything including a flight, hotel stay, clothes, language course, toothbrush, food, or clothes. A good illustration of a product and the role it plays in branding, here is a good example using water. Yes, water is free and every person needs it to live and survive. However, it became a product when companies and people started commercializing it.

Currently, mineral water is sold in plastic and glass bottles. However, the product always looks the same. Water is a liquid and also transparent. Well, the big question here is how different companies can sell the same product while convincing people to buy their bottled water instead of their competitors’ products. This is where the aspect of a brand comes in. If you need help with your branding I’d recommend getting in touch with Caboodle Design.

What Is The Definition Of A Brand?

A brand refers to a term, name, symbol, design, or feature that identifies a service or a good from a seller, quite distinctively from other sellers. A brand is an idea or image that comes to your mind when you are thinking about specific services, products, activities, or anything about a company.

Note that, a brand is not just the physical features that describe a product or service. Rather, it also encompasses the feelings you may have towards the company and its products. It is a combination of emotional and physical cues usually triggered when you are exposed to the logo, name, message, or visual identity of a particular company.

It’s easy enough for your competitors to copy your product. However, your brand will always be unique. For instance, Coca-Cola and Pepsi have similar tastes but some people are more connected to Coca-Cola while others prefer Pepsi. If you go back to the illustration of water above, you will get a better understanding of a brand.

For instance, the product being sold is water but if you want to convince people to buy a particular brand of water, manufacturers have come up with different types of water brands such as Volvic, Fiji, Perrier, and Evian. Each of these brands has a different meaning to the product as follows.

• Perrier is bubbling, refreshing, and sexy
• Evian makes you feel young
• Fiji water is pure, natural, and healthy

As simply put, branding is the process of giving meaning to a specific company, organization, service, or product by creating or shaping a brand in the consumer’s mind. Organizations came up with branding to help their clients in identifying and experiencing their brand. They simply gave them a reason to choose their products over those sold by another brand. It is a simple clarification of what belongs to a particular brand and what doesn’t. The main objective of branding is to attract and retain loyal customers by delivering a product that aligns with the brand’s promises.

Who Does It Affect?

Here are a few parties who are affected by branding.

Consumers – A brand provides consumers with a shortcut when it comes to making decisions or when feeling indecisive about buying a similar product offered by different companies.

Employees/Shareholders/Third Parties – Brands help customers distinguish similar products. On the other hand, the best branding strategies also improve a company’s reputation. It can also affect a different range of people such as investors, employees, shareholders, distributors, and providers.