If you spend any time in marketing circles or reading about marketing, you will bump into the word “branding”. Branding is one of those concepts that is a bit vague, at least for the non-marketer small business owner. So today we’re going to look at “what is branding” from the small business perspective.
We’re also going to tackle the question of whether branding should matter to small businesses — or whether it’s something only large corporations should or can afford to care about.
We’re also going to tackle the question of whether branding should matter to small businesses — or whether it’s something only large corporations should or can afford to care about.
What is Branding?
There are thousands of definitions of “branding” or just plain old “brand.” One of the best definitions of brand I’ve seen is from the Samsung. To them, a brand is “what sticks in your mind associated with a product, service, or organization — whether or not, at that particular moment, you bought or did not buy.”
That seems a good informal way to describe a company’s brand. Under that definition, many things can contribute to a brand.
Does a picture pop into your mind about a company, such as its logo or colors? Think about the logo, such as Coca Cola — recognizable the world over, executed in its distinctive curvy script in white against red. And when you see it, do you imagine the effervescence of a Coke, the dark color or how it tastes? All of those things may run fleetingly through your mind when you want something to drink.
Sometimes it’s not the logo but another visual that comes to mind — even packaging. For instance, I couldn’t tell you what the Tiffany logo looks like, but the instant I see the iconic Tiffany blue box, I know which company we’re talking about. Certain attributes immediately come to mind, such as high quality jewelry and luxury home goods — things no one actually needs, but so many desire.
Or perhaps it is the company’s approach to customizing its product. Mention the name Starbucks and immediately coffee comes to mind. Now, I don’t even like Starbucks coffee (too strong and burnt tasting to me) but when traveling I will always look for a Starbucks. I know I can expect a certain level of quality. The coffee will be fresh — not a stale witches brew.
But it’s more than coffee I think of — it’s that I can get it the way I want it. No matter where I am, Starbucks will have hot, steamed low-fat milk to cut the strength. I can ask for a Cafe Misto (the Starbucks name for cafe au lait) made half with steamed milk, and half with brewed coffee. And I will get it — even though it’s not on the menu. Why? Because Starbucks aims to give you coffee gussied up the way you want it.
So when you ask the question “what is branding” — it is something that triggers associations in our minds. Branding is about creating an identity. It’s what sets one company apart from another. In short, it tells us what we can expect from that company. It’s about the perception people have of the company.
Branding (a verb) is doing those activities and communications, large and small, that create and reinforce a brand, i.e., what a company is known for.
Your branding (a noun) is all the elements that make up a brand, whether logo, packaging, colors, reputation for customer service, reputation for customizing customer orders without complaint, speed, self-serve options, low price, high quality — whatever.
There are thousands of definitions of “branding” or just plain old “brand.” One of the best definitions of brand I’ve seen is from the Samsung. To them, a brand is “what sticks in your mind associated with a product, service, or organization — whether or not, at that particular moment, you bought or did not buy.”
That seems a good informal way to describe a company’s brand. Under that definition, many things can contribute to a brand.
Does a picture pop into your mind about a company, such as its logo or colors? Think about the logo, such as Coca Cola — recognizable the world over, executed in its distinctive curvy script in white against red. And when you see it, do you imagine the effervescence of a Coke, the dark color or how it tastes? All of those things may run fleetingly through your mind when you want something to drink.
Sometimes it’s not the logo but another visual that comes to mind — even packaging. For instance, I couldn’t tell you what the Tiffany logo looks like, but the instant I see the iconic Tiffany blue box, I know which company we’re talking about. Certain attributes immediately come to mind, such as high quality jewelry and luxury home goods — things no one actually needs, but so many desire.
Or perhaps it is the company’s approach to customizing its product. Mention the name Starbucks and immediately coffee comes to mind. Now, I don’t even like Starbucks coffee (too strong and burnt tasting to me) but when traveling I will always look for a Starbucks. I know I can expect a certain level of quality. The coffee will be fresh — not a stale witches brew.
But it’s more than coffee I think of — it’s that I can get it the way I want it. No matter where I am, Starbucks will have hot, steamed low-fat milk to cut the strength. I can ask for a Cafe Misto (the Starbucks name for cafe au lait) made half with steamed milk, and half with brewed coffee. And I will get it — even though it’s not on the menu. Why? Because Starbucks aims to give you coffee gussied up the way you want it.
So when you ask the question “what is branding” — it is something that triggers associations in our minds. Branding is about creating an identity. It’s what sets one company apart from another. In short, it tells us what we can expect from that company. It’s about the perception people have of the company.
Branding (a verb) is doing those activities and communications, large and small, that create and reinforce a brand, i.e., what a company is known for.
Your branding (a noun) is all the elements that make up a brand, whether logo, packaging, colors, reputation for customer service, reputation for customizing customer orders without complaint, speed, self-serve options, low price, high quality — whatever.
To start your branding exercise today, you might want to consider placing your advertisement and write-up at JustClick.SG, Hello FM, Campus Rock and Poppy TV. You can contact them via email to justclicksg@gmail.com for a free consultation. Meanwhile, just click to check out the below digital portals.
JustClick.SG - Singapore Consumers' Choice
Hello FM - The Listeners' Choice
Campus Rock - The Readers' Choice
Poppy TV - The Viewers' Choice