Branding?

What is branding?

Branding highlights what makes the brand different from its competitors, more recognisable and easier to buy 

Branding controls and influences the associations with a business to help it perform better

Branding can help make a brand trusted, exciting, reliable

Branding touches every aspect of a business – including products, communications, environment, behaviour…

Why is it so important?

In most companies, the products and services are similar – what is different is their history, structure, strategy and the personalities who have created or dominated them, the successes and failures that have shaped them

Branding highlights what makes a brand different from its competitors

Branding is how you tell the story of your brand

It pinpoints what makes it more desirable

People pay more for – and are more loyal to – a branded product

Branding ensures consistency of message – and consumer understanding of the brand

It ultimately results in more sales

Brand identity

a brand’s identity is a vision, purpose and meaning for an organisation – and determines how it presents itself in all transactions – making, buying, selling, advertising, hiring and firing, marketing, answering the telephone…

a brand is a personality, a set of values – and the position it occupies in people’s minds

the brand’s identity projects its meaning, aim and self-image

it is fundamental to consumer recognition

it reinforces the brand’s difference from competitors

brand identity needs to focus on authentic qualities to communicate the ‘brand promise’

By Graham Parker who writes copy and concepts for bsb