subject: Branding Is More Than Simply Slapping A Logo On Everything [print this page] In a competitive market companies spend millions in establishing their brand. Building a brand is more than simply slapping a logo onto everything. Branding encompasses the entire identity of the brand. Establishing the logo is important, but just a small part of the branding exercise.
By definition a brand is the identity of a company, although in the present context the identity itself has evolved into a multi-faceted object. To establish a brand means to establish your name, product, and image. It is the personality of the company. A branding exercise will also include generating the feel good factor associated with the brand. Not only must the company establish its name, it must be instantly recognised and liked.
The logo is a part of the entire process. It is often devised carefully. However, there are million of logos in the market today. Branding takes it beyond just a symbol. Certain logos develop strong associations with the brand. For instance, think of MacDonald"s and one thinks of the golden arches. Similarly, the "swoosh" always makes one think of Nike. Here the logo is successful in establishing the brand in the consciousness of the people.
When establishing a brand a company first needs to decide its identity. First comes the broad categorisation: Is it a sports company? An entertainment company? Then the identity of the brand is decided based on its nitty-gritty. Is it a wholesome family entertainment company? Or does it specialise in news programme? Most companies have more than one product, but when establishing a brand the company must focus on its USP.
This identity must be established in the consumer"s mind. Think of the brand and one must think of the promotional product. For instance, Nike is synonymous with sports shoes. It produces a host of other promotional merchandise, but shoes remain its USP. Branding establishes a deep bond in the consumer"s mind which also works in reverse. In other words, when you think of sport shoes, you think of Nike.
It is this relationship that a company works hard to establish. The brand must be synonymous with its USP and vice versa. It must also be likeable. Hence, branding is more than simply slapping a logo on promotional product. It is just a mere part of the whole process. For creative ideas and expert advice contact Brandconnect.
