What is Branding?

A pod of pelicans on the edge of a lake with mouths open depicts a community looking for information

Branding in marketing is often thought of simply as a logo, and while that plays a role in branding it goes much beyond this.

Branding is the storytelling of your business, as a whole and therefore careful research into your target clients is crucial to the success of your brand.

Big brands like Coca-Cola, Nike and Kmart, just as examples, there is instant recognition.  Not just the logos, but when you think of each of these brands different ideals about the brand come to mind.  Coca-Cola has been associated with parties and good times, Nike with sport performance and Kmart as an affordable one stop shop.

This has been done by understanding the target audience and understanding the direction you would like your business to take, with the target audience in mind.

Marketing is centred around storytelling

At this point, branding is much like storytelling, and all marketing is centred around this concept. The reason for this is because it tells the story of your business so trust is built and people understand what your business is about and who you are.

Today, people like to feel connected to a business, therefore purchasing is more of an experience than a means to an end.  Covid-19 has added to this, with lockdowns and changes in the way we live our lives, we have all gone to businesses that we either know and trust, or have been recommended.

Why is branding so important?  Because it gives customers recognition of your business and product and a reminder of the trust and sense of community you feel toward the brand itself. You want customers to feel a connection to your brand, so they keep coming back and refer you.

Your branding strategy should have a deep understanding of what goals your business is trying to achieve and how it wants to be perceived.  Your business name, logo and tagline are important in this process because this is the first recognisable step in finding you.  After that, the content and copywriting for your business should reflect your aims and give your business a voice.  And building a website with these elements included will continue to help grow your brand.

From here, all marketing material, whether digital, printed or word of mouth should reflect the aims put in place.  Everything should be tracked and adjusted as needed, and it is important to understand that businesses usually rebrand about every 5 years to stay up to date with current market trends.  So if you see things change with a big brand, they are not adding to their branding, but rebranding to stay current.

Visual cues and marketing strategies

You need to think of what you would like your clients to remember about your business and products and have the tone of the writing, the visual cues and marketing strategies reflect this.

Marketing agencies can assist with this process, and help create marketing strategies to reflect how you want your business story told.

At Conscious Marketing we take the time to listen to you to understand your business and industry and research your target audience. From here we will create a marketing strategy based on your needs. Working with you every step of the way.  This ensures your business branding is being reflected in the story told to your clients.  Contact us today for a discussion.

Related Articles