What Is Branding
Put simply, a brand describes the association’s people have attached to your business. These associations have been created by the person themselves, and aren’t always true. That’s why branding is utilised. Branding is the process of deconstructing or creating new associations within your customer’s brain. These associations then persuade people to purchase. It allows businesses to increase their prices while gaining more customers and growing exponentially.
The art of branding
To be great at branding your business, you need to be good at creating accurate and persuasive associations within people’s brains. For example: when I think about Apple as a business, I think quality, reliability and good aesthetic. That’s what allows Apple to sell their products at high prices while gaining serious popularity.
Anyone can craft their brand
Apple is a massive company with a well-established brand. But branding doesn’t have to be exclusive to the bigger businesses. You can start branding right now and begin to see the benefits within just a few months – when done correctly. And if you’re setting up your business to for the long-term – a couple of months is really not very long. When you think about it – everyone already has a brand. Yourself. You are a brand because people have associations in their head about you. What clothes you wear, the way you speak, the way you treat people. If you can brand yourself – you can brand your business.
The importance of the brand
The executive at Cola-Cola said “If Coca-Cola were to lose all of its production-related assets in a disaster, the company would survive. By contrast, if all consumers were to have a sudden lapse of memory and forget everything related to Coca-Cola, the company would go out of business”. The key thing to take away from this quote is that Coca-Cola is extremely reliant on their brand to keep them in business. It’s what’s allowed the company to be relevant to this day.
Keep it simple
It’s easy to overthink branding, which then stops you from taking action. The only way you’ll be able to build a brand effectively is by starting from the ground up. You can expand your brand as time flies by – it doesn’t have to be perfect right away.
Start by asking yourself:
- How will my business help/satisfy people?
- What problem will I solve?
- What are the top 3 values my business will stand by?
Once you’ve answered these questions you’ll need to think about sending your message out to your potential customers. This is ultimately how you alter and create associations within peoples heads. It’s why I think: quality = Apple. Apple has created that association within my own head, and many others by manipulating our brain.
You can use colours, typeface, actions, words, decisions, websites and social media marketing to spread your brand’s message effectively. But before you do that – establish your brand by asking yourself some tough questions and recording the answers. Step-by-step.
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