What is a Brand

What is a brand?

BRAND

A brand is the "personality" given to a product and/or service. It creates a tone of voice, personality and visual identity that is unique to the product and/or service. A brand differentiates a product from similar products and provides greater credibility to sell the products.


Good branding inspires action, change, aspiration, or in some cases, gets your customers to fix something that ails them or change their minds. A well-established brand will provide consumers with a decision-making-shortcut when feeling indecisive about the same product from different companies.


Most people tend to think of brands based on their visual identity (logo, website and colours, are some examples). These are very important elements of a brand. The name and logo often provide potential clients with the first impression of the brand and product. Successful CEOs and business owners know that branding goes deeper than a name and logo. 


Companies tend to use different tools to create and shape a brand. For example, branding can be achieved through:

Advertising and communications:

Brand communication is a voice. It humanises any brand to be able to create real and relevant conversations with people. Connections that may last a moment or that last for a lifetime.

Product and packaging design:

The silent salesman that will grab busy consumers’ attention in-store. Packaging informs consumers about the product’s properties and visually differentiates the brand from the competition on-shelf.

In-store experience:

Brands that are going to continue to thrive are the ones that can deliver a consistent and memorable experience across all touch points – which means digital and physical. “The ones who really get it understand the practicality and utility of shopping in an online environment, matched beautifully with a human experience and brilliant people who can help customers throughout their journey.” 

Pricing:

The fundamental rule of pricing tells us that the price charged for a product must match the value consumers perceive that they get when they buy that product.

Sponsoring and partnerships:

Brand sponsorship is a marketing strategy in which a brand is supporting an event, activity, person or organization


The #1 piece of advice for any type of business with regards to branding is to have a cohesive look all across your social media platforms and blog. Whether it is a traditional business or today's e-commerce brands, the most valuable asset for building a branding are visual. The key to great branding is knowing how your customers view you compared to the competition.

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