Branding: Where to Start and Where to Go

By January 4, 2018Branding

Branding is one of the most perplexing yet critical marketing concepts to understand. If you ask 10 different marketers, you will likely receive 10 different answers. However, we’d be willing to bet that they would all be along the lines of a brand being much more than a business’ outward appearance.

What branding entails is an understanding of the meaning behind a brand, and a willingness to invest the time, resources and energy to build a thoughtful, cohesive identity for your business. Although branding is challenging, it can be a fun and fruitful exercise. In this article, we will provide a little more insight to what goes into branding.

Where Does Branding Come From?

There are a lot of ways to answer this question. Rather than give a historical account, we’ll go the actionable route.

Branding comes from the very core of a company’s mission and purpose. When we’re developing a brand, we can’t stress enough to the client that we are not simply creating a logo. We are giving the company an identity that its target audience can recognize and relate to. Some of our favorite branding exercises involve asking questions like, “If your company were a car, what type of car would it be?” and, “If your company wore a suit, what type of suit would it wear?” These might sound fluffy, but they’re always followed with, “And why?” – and that’s where the value lies.

By understanding a company as if it were a human, we are able to create a brand identity that in turn resonates with humans. Companies that lack branding lack a human connection to their audience, which is usually the root cause of poor marketing performance. The problem is that most companies assume poor marketing performance to be a problem with the marketing itself, when it’s really the branding that needs to be addressed first and foremost.

Factors Considered When Branding

Branding is a holistic process that brings virtually every part of your business into the picture. The most important thing to realize here – and it’s essentially a reiteration of our previous point on where branding comes from – is that the foundational factors involved in branding are the more conceptual components, such as:

  • Strategic positioning
  • Brand voice
  • Company culture
  • Values

Collectively, these factors define the “essence” of a brand, which then leads to the creation of the actual elements of the brand. The elements are the things most people picture when they hear the word, “branding,” such as:

  • Logo
  • Color scheme
  • Fonts
  • Stationery

While these are the primary elements of branding, there are many more pieces to the puzzle.

Where is Branding Used?

The beauty in branding is that once you’ve created an impactful brand, you can then showcase it in every aspect of your marketing and advertising. Think of branding or rebranding not so much as a project, but rather as a springboard into enhancing every touch point you might have with customers, including:

Wherever your customers are, your brand should be there too.

What Branding Entails

Because branding calls for a high level of strategy and creativity in synchronization with each other, most businesses lean on a branding and marketing agency like Netwave Interactive to walk them through brand positioning, develop the assets, and oftentimes, manage their ongoing marketing efforts in order to keep the brand from going bland. Learn more about our branding services and see samples of our work here.