What is Branding?
Just when you thought you had advertising figured out, along comes marketing. And just when you figured out marketing, along came branding. But what is branding?
In its most basic definition, “brand” refers to a mark designating ownership. Think livestock branding on a large ranch. The animals are branded so that ranchers know who they belong to.
That being said, branding within the realm of marketing is very similar in that it provides an easy-to-identify mark that consumers use to associate your product or service with your company.
But this is marketing we’re talking about, so there is more to it than a mark on your product.
So what is branding?
Branding is the perceived image of your company and its product or service.
Sounds easy, right? Right. But let’s back up a few steps and go over some individual points and ideas that make your brand, well, your brand.
Branding is your logo.
Just like ranchers brand their animals to designate ownership, your logo designates ownership of your product or service. It plays such a significant role in your brand because it’s the thing consumers look for on store shelves, on signs, or online.
The logo might not be your entire brand, but the color, font, and shape of your logo all play a role in defining your brand. Not sure where to start with your logo? Read through these 5 easy logo design tips. Don’t worry, you don’t have to be a designer to understand what makes a good logo.
But remember, the most important thing about your logo—and unfortunately all-too-often overlooked—is consistency. Using the same logo across all mediums gives your brand a more professional image, and helps consumers more easily recognize you.
Branding is your tone of voice.
Tone of voice is how you write on your website, blog, social media channels, emails, and in print media.
If you speak to your audience in a relaxed, easy-going tone, that paints a picture that your company is casual. If you speak in a very formal tone, with no playful or colorful expressions, your company will be perceived as structured, formal, and very professional.
Whether it’s the receptionist, the marketing team, or the CEO, make sure everyone understands your brand’s tone of voice—and follows it.
Branding is the imagery you use.
Whether you have an e-commerce jewelry store or a website for your construction company, the images you put online and in print will reflect your company’s image.
If time and budget permit, hire a professional photographer. Have them photograph some products, both studio-style (white background) and contextual (showing the product in use). Those photos will come in very handy for your website, email marketing, print marketing materials, and social media.
If you face budget constraints, read some intro books on photography, watch some videos, or peruse the countless articles online about photography 101. It won’t make you a pro, but you’ll learn enough to make your photos better than the average amateur.
But remember, sometimes a simple snap on your phone is all it takes. A landscaping company can take pictures of their crew installing a new landscape design and post to social media for immediate brand interaction.
Which takes us to the next point:
Branding is how you interact with your customers.
Yes, really. In fact, your interactions—whether they’re in-person, via email, or over the phone—play a huge role in your company’s branding. This is also the point where some businesses lose branding momentum because of lackluster communication or poor customer service.
Let’s look at a scenario where a contractor is going to a potential client’s house.
If you walk into a meeting or go to a bid job and you are prepared and confident, that is a strong reflection on your brand. It shows that you are reliable.
If, however, you arrive and start talking about you were almost late because you had to wait in a long line for lunch, and then had to take a detour because of construction… well, those are just excuses, and they reflect poorly on your brand. Even if you have the best logo design in your industry and a consistent tone of voice, a poor impression with customers or clients is a poor reflection on your brand.
And don’t forget about first impressions. Receptionists might not always get the credit they deserve, but they are the primary contact for customers calling your business. Though their only line might be, “Good morning, Frank’s Auto Supply, how may I direct your call?” it’s amazing the effect that little line can have on a caller. So do yourself a favor and hire a receptionist with a pleasant demeanor, who can handle whatever type of personality calls in. Because the first impression is a lasting impression.
Want to chat with our nice receptionist and easy-going sales team about promotional products? Give us a call at (800) 475-2255.
Branding is your product selection.
This isn’t a quantity vs. quality argument, but rather an idea that what you offer will affect how your customers view your brand. Stay focused with the products or services you offer—and why you’re offering those.
How do I enforce my company’s branding?
Write a brand book! In it, include specific directions for the following brand components:
- Colors
- Fonts
- Proper and improper logo usage – include specifics for social media platforms, if necessary
- Image use criteria
- Tone of voice guidelines
Check out this collection of brand books for inspiration.
Branding doesn’t have to be complex. For many small business owners, their branding comes naturally. Others have to really sit and think, and that’s ok. Your brand is how your audience perceives your business, so take the time to create a brand that really reflects how you see your business.
We’re On The Ball Promotions, and we can help you enforce your branding with promotional products. Find the best branded giveaways for your business at OnTheBallPromotions.com.