The word branding has been bandied about for a number of years. It’s also been misused and misunderstood. Branding is the process a company uses to help others to identify their business. Some companies, such as Apple, have branded themselves quite well. Most people that see an image of an apple with a bite out of it will automatically think of the Apple company. Apple has done such a good job that when a Google search for Apple is done, the first organic result is not an apple, it’s a link to the Apple store. That’s pretty great branding.
Not everyone is going to be able to brand themselves as completely as Apple has done. A big reason for this is budget. Only a handful of companies in the world have the kind of money it takes to brand quickly and effectively. That’s why smaller companies have to take a different path to getting their name recognized by their target demographic. There are a number of ways to do this, and all of them require patience and the ability to know when to hold onto something or when to cut a branding initiative loose.
One of the most important parts of any branding campaign is to ensure that the products or services being sold are up to the brand. Selling a sub-par product is going to sabotage even the very best branding. There might be an initial popularity with a product because of a good association with the name of the company, but it won’t take long for customers to realize that they are being played. Then the brand becomes a joke.
Another thing to consider is making sure everything that is done is done professionally. For example, if a company decides to have a jingle created, they need to make sure it’s a good one. McDonalds has a jingle that is so recognizable that someone just needs to hum the tune and others will start singing about believing in magic. This jingle was written and created by professionals.
Marketing materials are important too. From stubby coolers to laptop bags and water bottles, giving away branded items can be a big help for a company. It’s important that they are well made, though, as low quality products equal low quality associations.
If you’re looking for branding ideas, visit branded.me. You’ll find a number of helpful tools to make your company a success.