Branding refers to creating, establishing and carrying over the image of a company or a party throughout the entire season of marketing or a campaign which would easily reflect upon your style of approach and will also happen to set a bar of your standard, which would be raised higher and higher in the upcoming years by the company or the party, itself.
The branding done to your product or your service will not only create an identity but will also differentiate your product/service from various other companies trying to sell their products/services. The branding so done must be eye-catching and trendy. It may make the customers trust your brand on a first-look basis. It’s a little more than a logo, a name and a tagline, it’s a promise to the customer, a relationship of trust. Branding tells the customers what they can anticipate from your line of products. The very notion of a brand comes from what you are, who you are, what you perceive to be. And most importantly what people must perceive of you as your brand progresses in its latter stages of success.
Your brand strategy must comprise of the mediums you choose. The channels you wish to spread your brand on, through which you can amass larger viewership. Apart from the channel or the medium you choose, the verbal message and the visual message your brand delivers may separate your brand from a thousand other competitors. Brands like Zara, Tata Motors, Apple, etc. did not grow overnight, the owners built the brand from scratch by appealing to the correct sections of society. Such brands started with products that were well within the pockets of the common people, yet so different from others creating a different atmosphere. After gaining enough confidence, these brands grew in size and stature. They are now well out of the pockets of a major portion of the society, but at the same time do have the respect of people who can’t afford them. Thereby, branding is a smart process. It involves more of smart-work than hard-work, although it does require apt amounts of both.
The trust a brand builds remains throughout the entire period of its existence. For example, Pepsi versus some nonspecific cold drink. Pepsi has been there since a major portion of time and has the trust of a vast portion of population. Thus, the audience would be willing to pay more for Pepsi than the generic soda drink. They both amounting the same quantity. This is primarily due to the fact that Pepsi has built a powerful brand equity.
Various powerful bands such as Puma not only sell their merchandise or their shoes because of their amazing features but also because the way they endorse their brands. For instance, Puma associates its range with star athletes of various sporting fields in hope that their customers will relocate their emotional affection from the athlete to the brand.
Giving meaning to your brand, or branding, is a long journey in business. It requires a lot of patience and determination at the same time.