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What is Branding?
Ask this question to 12 people and you'll get 17 definitions of Branding. And all 17 of these definitions are total hogwash!So, today, I'm about to give you my definition of branding. This definition might totally change your perspective and the way you think about your products.
Are you ready for it?
Ok, some prep work before you read the new branding definition... what branding is not:
- Branding is NOT designing fancy logos and spending hours coming up with catchy slogans.
- Branding is NOT a term, symbol, name, colour, or sign.
- Branding is NOT the messaging work a company does to encourage consumers to feel a certain way about their product.
- And branding is NOT some process by which you transform a commodity into a customer experience.
A great Brand does
all of your consumers
thinking for them!
all of your consumers
thinking for them!
Branding is not differentiating between your products and your competitors. No. Its making your consumers think that there is only one product in the market worth any money: YOURS!
Branding starts with your consumers brains and not with your product design. Branding is not how your product looks. Nor is it how your consumer feels and perceives your product. Nope. Branding is making your consumers think that there is no other product except yours!
Recommended Reading:
- Un-lock your Brand: How to build a magnetic Brand on a shoestring budget
- Positioning: The battle for your mind by Al Ries & Jack Trout
Email Post to a friendPosted on 3/20/2005 | Permalink | |
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