Branding is practice among entrepreneurs to attach a special name, logo, or design to differentiate it from the rest of competitor’s products. It is an effective tool to gain an upper edge in the cut throat competitive world. it is nothing but a simple promise to your customers. A brand can tell so many things about the product. All major organizations, whether innovative mavericks or experienced pros, cannot ignore the possibilities that successful branding can bring. Basically, branding strategy encompasses everything. A firm’s advertising strategy, distribution channels and communication plans are all part of branding strategy.

                   Having a competent brand strategy can add intrinsically to brand equity. Entrepreneurs often aim to evoke customer’s emotional attachment to the product. For instance, Nike uses world renowned athletes, hoping to transfer the emotional attachment from athlete to the sportswear. These days strong brand image is an essential key factor in determining the overall feasibility and success of the organization.

History of branding

The technique of branding has evolved over the years. However, it is interesting to glance back at the history of branding. The term “branding” has old Norse roots whose true meaning is “to burn”. The ancient Indus valley civilization used the practice to brand livestock. Over the years, branding saw a transition of major changes. From farmers claiming their property, artisans claiming their work, factories claiming products, branding has come long way since its inception.

              During the period of Industrial Revolution, branding or rather mass branding was used to solve new business challenges. Consumers preferred local products from local merchants. Generic products did not appeal consumers much and had dimmed sale. Hence, factories began branding the barrels that was used to transport their goods. This type of branding gave rise to many popular brands like Aunt Jemima, Coca-Cola, and Juicy Fruit etc.

           The 19th century saw major investments in branding by companies. During this era, due to increased investments, companies felt the need to protect these investments from competitors. Hence, many countries introduced legislations to protect the branding of respective organizations.

                  In this present century, organizations cannot exist without brands. Today, organizations experience stiff competition and great quality. Few brands can claim the top niche in the market. To do so, each brand needs a successful branding strategy.

Brand identity design

Brand identity design is the unique branding message that defines how customers perceive each brand. Three elements determine the feasibility of brand identity design. They are brand’s culture, position in market and brand visuals. To convey the design, enterprises make use of tangible and intangible elements such as logos, corporate culture, and company messaging.

                             To execute the brand identity design, the company develops a cohesive message that binds company values, signage and more. The resulting element will communicate company’s brand to its target audience. There are basically six important steps to creating successful brand identity design.

·        Define the target audience
·        Determine the company’s value proposition
·        Choose the suitable visuals for your brand
·        Design the logo
·        Select the brand’s font
·        Create a style guide

Logo is not branding

Brand is something more than a name or logo. Logo is a mark or emblem that broadcasts your brand. It is one piece of the whole branding puzzle. It is a unique design or symbol that represents the whole organization. It helps companies to identify easily with its consumers and brings “golden arches” to their minds. They help to make the right first impression of your brand by sending vibes of your brand’s message and position. On the other hand, a brand just incorporates every aspect of the company’s mission. It includes every customer interaction and marketing practice that differentiates your product and services from the rivals.

What makes a great brand and logo?

A well-designed logo is something more than attractive graphics with fancy font. A great logo can evoke an instantaneous relationship with consumer and forever etch on their memories. It can communicate the brand’s existence at a single glance. Great logos are born from conceptual development. To make the logos sing, the designer should understand the client’s perceptions and mold the visual signature as per their need.
                 A great brand can capture the emotions between the parties involved. A brand is a company’s own personality. A tremendously successful brand can exude enough magnetism to channel in throngs of consumers. A logo without a brand is a grave, which can do nothing.

Successful branding tips

1.   Leverage your brand with the prospects of testimonial economy
2.   Create an emotive appeal with your brand
3.   Focus on generating value for your brand with trust
4.   Make use of the internal dialogues of your clients
5.   Concentrate on a specific niche
6.   Identify and segment you potential clients
7.   Ne consistent in your branding strategy
8.   Understand the difference between branding and positioning
9.   Find the intersection between your passion, your accomplishments, and   expectations of client base
10. Share your brand assets in online platforms
11. Develop an authentic and trustworthy brand
12. Make your brand distinctive
13. Understand the expectations of your customers
14. Aim for an inspirational branding strategy
15. Create enough brand awareness

Last say

It is difficult for business to survive without a successful brand strategy at hand. Every company from small startups to multinational Corps, know the importance of having a successful brand. It is the special sauce for the burger you ardently wish to eat. Without the sauce, the burger is tasteless. Without a good brand, the company has grime existence. Every business wants their products to get noticed. Branding can make the tedious task simple. Earlier, branding was reserved only for companies selling high end products and services. These days even small firms adopt branding strategy. It is important to have well conceptualized branding and logo techniques to exemplify your business in the face of your rivals.