What is Banding, and does your business needs it?

Let’s start with what is a brand?

Marty Neumeier: a brand is a customer’s gut feeling about a company, product or service.

A brand is a vivid association, feelings and a sense of belonging that an organisation creates in its customers based not only on a product or service but also on an established position and devotion to demonstrating impeccability in following its promises and values.

In other words, a brand is all people’s experience with a business from the first impression, during the exchange, and after services are completed. Overall all that stays in their minds and hearts about an organisation.

If we compare a brand to a person, we can explain it with — what people think and feel about this person before he appears, what they feel and think when he seems and what they feel and think when he leaves.

To prove that the Brand is a long and strategic process, we listed some of the critical qualities a business needs to have to establish a strong brand:

• reputation
• consistency
• expectancy
• loyalty
• connection
• community
• communication
• innovation

Every successful Brand wields those qualities and manages them well, so it never loses customers’ trust.

A brand is all your customers think about your business, branding is all the intentional effort you make to make them think that way.

What is Branding?

In the simplest terms, branding can be explained as the strategic steps a business takes toward building a brand. In that chain of thoughts, branding covers more than the visual side of the company. It merges marketing, graphic design, PR (Personal Relationships) and advertising. It dictates the entire feeling and perception of the organisation.

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Branding is a company’s intended influence to create a particular perception about products or services or the brand itself. It can be through advertising, graphics, videos, and spoken or written word. But branding does not cover only the visual side of the business. It controls the entire feeling and perception of the organisation. It bridges marketing, graphic design, PR (Personal Relationships) and advertising.

• Touchpoint with the marketing — The branding creates a structural message by focusing on values and positioning the business by specifications. It defines the targeted audience and differentiates the company from its competitors. Part of the branding is creating the brand’s message and core values system of beliefs, making the company more inspirational and influential.

Branding defines the message, the behaviour in the marketing campaign and the audience.

• Touchpoint with graphic design — The branding covers and directs the company’s visual identity. That includes the logo, shapes and frames used by the brand. Defines the typography, icon style and any graphics that are part of the brand’s visual message, including illustrations and photography.

Branding must include the brand logo, design elements, and guidelines on how to be used correctly.

• Touchpoint with the PR — Similar to the PR, it tent to amplify existing brand characteristics or portray the brand in a certain way so it can look or feel more impressive than it is in reality. It researches the target audience and delivers a personality that this audience will accept. That also covers the brand name choice, the language and the tone of voice that the brand use.

PR, in many cases, made a brand look or feel more impressive than it is in reality.

• Touchpoint with Advertising — As we said earlier, branding creates the entire brand message, visual, spoken and written. The tone of voice and the whole image choice should be guided and considered by the branding. Branding presents a concept that can be extended into advertising. It amplifies the brand’s message to create a stronger connection with the target groups.

The advertising must follow the guidelines of the branding.

Branding helps to:

• Find the right target market
• Differentiate
• Create brand Personality
• Connect brand personality with customer’s personality
• Setting up a position
• Influence and comunicate
• Amplify the Brand’s Features and Values
• Helps increasing prices
• Create connection
• Present compassion
• Establish value system
• Solidify brads message
• Demonstrate authority
• Create pattern/awareness
• Impress
• Present personality
• It helps with the consistency of the message

Branding is a vital tool that can help clarify the business direction. It is an Internal, external and ideological system of communication and structure that carries the Brand’s message and influences. A solid foundation helps any business attract like-minded people and builds a strong bond between the organisation and its followers. The branding makes the Brand the first choice for its customers and employees.

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Stay true to your Brand!

MetakaMfm