Branding describes the intentional process in building, nurturing and positioning a product or service or business or a person to stand out among its competitors. It provides insights into key aspects of who a company is, what it is known for, in relation to what its internal culture stands for.
On the other hand, branding may be geared towards customers’ attention, retention as well as profitability.
The American Marketing Association defines brands as a “phrase, design, symbol, or a combination of these, any other feature that identifies one seller’s goods or service as distinct from those of other sellers”.
To elaborate, branding connotes what differentiates or sets aside or distinguishes your products or services from competitors. Think about all the things you can do that will give a unique identity to your products or service including your unique selling proposition.
Let’s look at a few features of a brand.
Name is a word or words used to identify your company or concept. Your name speaks for itself with respect to your services and products and again, your conception.
Logo is a trademark or a label or a combination of both, of a personality, company, group or business that distinguishes from the ‘crowd’. Logo carries meaning that is embedded into a visual to communicate what, why and who it represents.
Color describes the attributes possessed by an object of producing different sensations on the eye as a result of the way it reflects light, according to the Oxford dictionary. Universally, there are three primary colors, three secondary colors and six tertiary colors which are formed by mixing a primary and secondary color. Each color has meaning, however meaning may differ according to cultures.
Product or service speaks about what you do. Remember anybody could do what you do to make profits anywhere. However, what you do differently is what gives your brand a competitive advantage.
Consistent message is key to differentiating your products from the market. Why should consumers care about what you offer? What is your unique story? To answer these effectively to achieve results is to strategically communicate to influence, to provide innovative solutions and to persuade target audiences in a timely manner.
Slogan summarises the vision of your business. It communicated why your brand exists in the first place. Consumers should be able to remember your slogan anywhere, anytime, as such, it should be short, between two to four words long. At IConceptsPR, our slogan is “…energizing your brands”.
Value is the monetary worth of your brand. What advantage will your brand offer when someone acquires it? Also , it may stand for the overall usefulness of your brand.
In summary, a brand explains a customer’s overall perception of your product or service. At IConceptPR, we are committed to energizing your brand to stand out among your competitors by providing unique services in product or service branding, corporate branding, business branding and personal branding.
Among others, IConceptsPR offer Marketing support services, website design and management, and event management support.
We are always ready to listen and attend to your needs.
By Priscilla Sedinam Djentuh
Business Development Executive.