According to the American Marketing Association Dictionary, a Brand is the “name, term, design, symbol, or any other feature that identifies one seller’s product distinct from those of other sellers.”
It is believed that, Branding was first associated with Cattle trade! Cattle to be sold off, used to be marked with a hot iron stamp burn, to identify which seller the cattle belonged to.
Branding has evolved a lot since and is now more of a subtle art rather than being just a marketing strategy.
Simply said, Branding is the holistic process by which a Brand is developed. It would be totally wrong to say Branding is just about designing a good logo or using a uniform design scheme throughout your promotional material. In reality, every minute aspect of your business defines the very foundation of your Brand.
So we come up to a point where we ask yourself — why Branding? If your business/organization has a top notch product range or if you offer best-in-class services, do you need to go through all these gimmicks?
The answer is well, no — if you are the one and only business, selling Coffee Beans in a small isolated island in the Pacific Ocean. For most of the other cases, YES!
Your business needs a solid Branding Strategy because, that’s what sets you apart from your competitors. Your uniqueness: that defines you.
Also remember, Branding is not something which is physically perceivable. A Brand is what people think about your business. In other words, by the process of Branding you define their perception of your business.
How has Branding helped you in the growth of your Business? Let us know in the comments section below.