Branding and Advertising

Important Facts About Branding

There's a simple definition for branding: a name, logo, slogan, and/or design scheme associated with a product or service.

Sounds easy enough, doesn't it?

But branding, brand management and brand awareness are as much art as they are science, and getting them right isn't simply a matter of designing a logo or some pretty packaging. 

Branding is at the heart of advertising and marketing. If people don't have a clear idea of what they're buying, they generally won't buy. Branding is the process of forming that clear indea in their hearts and minds.

***Branding is the most valuable asset any product has.***

The brand is the image held in the consumer’s mind. The value of the brand comes from the consumer’s familiarity with and acceptance of the brand.

Branding differentiates one product from another. A brand that cannot differentiate itself from its competitors will almost certainly fail.

Branding and Advertising

Advertising’s role is to build brand value with consumers.

Branding has always been important, but there's an even greater emphasis today because of

• advertising clutter
• the increased power of customer to research products

Habit/past experience is the MOST important element of branding, followed by

• price,
• quality,
• interpersonal recommendations

The goal of this website is to help business owners, professionals and entrepreneurs find ways to effectively and profitably brand themselves, their business or their products through low cost/no cost promotion and advertising.

Anyone with half a brain about branding will tell you one of the most effective ways to brand is through public relations and publicity in the offline media of radio, TV and print.

The articles in this section will give you many of the "nuts and bolts" about branding, along with some smart strategies and tactics.

What Great Brands Do

A great brand

• Has longevity --- helps for “long haul”
• Knows Itself – core does not change
• Invents or reinvents an entire category – Apple, Nike
• Taps into emotions
• Ongoing narrative
• Is relevant – consumers seek “lasting value”

Steps in Brand Planning

1. Determine current status

• Where is the brand in the marketplace?
• What are the brand’s real competitors?
• What is consumer attitude toward brand?
• What is consumer’s attitude toward category?
• Who are the consumers?

2. Determine insights through SWOT analysis: Strengths, Weaknesses, Opportunities, Threats

3. Brand Vision: the connection between the consumer and the brand

4. The Big Idea: creative expression of brand vision

5. Evaluation: “How’s that workin’ for ya?

See Business Intelligence

Branding and advertising budget considerations

To reach the desired ROI (return on investment) for an advertising campaign, it's important to consider the following:

1. What’s the objective or goal?

a. Launch a new product

b. Increase brand awareness

c. Neutralize competition

Apple Commercials

Gisele Bundchen

Leopard

Early Mac Attack Ad

d. Educate the consumer

AT & T Commercials

Amelia

Fountain of Youth

e. Increase sales

2. Other factors to consider

a. How much will it take?

b. Are we spending enough?

c. Who decides? 

 
Related Article: Branding Agencies