Last weak in Designing a Business (Design thinking + Lean Startups) class, Corrine taught us about ‘Branding’ which is the fundamental thing for building a brand and crucial for starting a business.
Before going to branding let’s start with what is Brand?
“Brand is name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.” defined by The American Marketing association (2007) and brand can creates an experience to the customer which is not only get the target market(tribe) to choose this brand instead of the competition, but also get brand’s prospects to see itself that it is the only one that give a solution to solve the problem.
To make people recognize the brand, we have to create Brand Identity which is everything you can see as outward expression as visual part of the brand such as logo its name, colours, layout, adverts and design.
and then Brand DNA which is a unique message of the business a single thought cover the soul of the brand that is communicated in the brand. It should show clearly what is the brand stand for to make differentiation from competitors and be enduring.
Now Branding is the process of creating distinctive and durable perceptions in the minds of consumers. The most famous brand which was often used to be and example for Branding is Apple, the first or the second most valuable brand in the world.
Marketer Marc Gobe, author of Emotional Branding and principal of d/g worldwide, said that “In some cases, branding has become as powerful as religion.” He also noted that “Apple has always projected a human touch — from the charisma of Steve Jobs to the notion that its products are sold for a love of technology.” A leading critic of branding, especially Apple’s Naomi Klein, the writer of No Logo, claimed that “Apple are no longer selling products. They are selling brands, which evoke a subtle mix of people’s hopes, dreams and aspirations.”
Here is the short brief Inforgraphic of 7 Personal Branding Tip from Apple which we can learn from it
If we can create a strong branding,we will be able to obtain the benefit of strong branding which are memorability, loyalty, familiarity which has a big effect on customers and spreading the respect which related new product, service or location and win acceptance of the newcomer easily, having a greater company equity, having a lower marketing expenses and consumer having a less risk when choosing the strong brand as well.
However a strong brand is invaluable as the battle for customers intensifies day by day. It’s important to spend time investing in researching, defining, and building your brand. After all your brand is the source of a promise to your consumer. It’s a foundational piece in your marketing communication and one you do not want to be without.- Laura Lake
Reference
Beaumont, C. (2013) Design and Branding. Available at: http://macekingston.wordpress.com/2013/11/15/design-and-branding/ (Accessed: 20 November 2013).
Interbrand (2013) Best Global Brands 2013. Available at: http://www.interbrand.com/en/best-global-brands/2013/Best-Global-Brands-2013-Brand-View.aspx(Accessed: 20 November 2013).
Kahney, L . (2002) Apple: It’s all about the brand. Available at: http://www.wired.com/gadgets/mac/commentary/cultofmac/2002/12/56677 (Accessed: 20 November 2013).
Lake, L . (2013) What is Branding and How Important is it to Your Marketing Strategy? Available at: http://marketing.about.com/cs/brandmktg/a/whatisbranding.htm (Accessed: 20 November 2013).
LinkingR (2012) 7 Personal Branding Tips from Apple. Available at: http://visual.ly/7-personal-branding-tips-apple(Accessed: 20 November 2013).
The American Marketing association (2007) Definition of Brand. Available at: http://www.marketingpower.com/_layouts/dictionary.aspx?dLetter=B (Accessed: 20 November 2013).
Yudkin, M. (2002) The benefits of branding. Available at: http://www.namedatlast.com/branding3.htm (Accessed: 20 November 2013).
onvipa s. 