Branding 101
Essentials for building a strong brand presence.
What is Branding?
Branding has become one of those universal terms dealing within many different aspects of marketing and rightfully so. It’s intertwined between every aspect of the company... At least it should be.
Elements of a Brand
Your brand consists of establishing a unique presence for your business that includes your identity, image, positioning, persona, equity, experience, communication, and differentiation. See textbook definitions of each element described below.
Brand Image - The impression of a product held by real or potential consumers.
Brand Positioning - The conceptual place you want to own in the target consumer's mind — the benefits you want them to think of when they think of your brand.
Brand Persona - A collection of personality traits, attitudes and values that your brand showcases on a regular basis to help connect with a certain audience segment.
Brand Equity - The commercial value that derives from consumer perception of the brand name of a particular product or service, rather than from the product or service itself.
Brand Experience - A type of experiential marketing that incorporates a holistic set of conditions created by a company to influence consumer feelings and thoughts.
Brand Communication - An important part of brand management by which the companies inform, persuade, enlighten, teach, remind, and enrich the knowledge of their employees about the brand, its strengths, values, fundamentals, and its offerings of products or services.
Brand Differentiation - The process companies use to make a product or service stand out from its competitors in ways that provide unique value to the customer.
Having a strategic brand helps to control the overall perception of you or your the company. If It is the very reason that the Kardashians thrive. You can be successful without a having developed a brand however, it certainly helps to increase the likelihood of success. Here's how.