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HOW CAN BRANDING BE DONE?

Brand definition: involves the purpose, values, promise your business is showing forth.

Brand positioning statement
What your brand does , your target audience, your brand promise and benefits
E.g For{your audience}, {your brand}is the {your market} that best delivers on (your brand promise} because {your brand} and only {your brand} is {your evidence}.





BRAND IDENTITY

This is the visible element of a brand which includes;name, tone of voice, visual identity design (which includes the logo design,
color palette, typographies…)

Advertising and communications: TV, radio, magazines, outdoor ads, website, mobile
apps…

Sponsoring and partnerships

Product and packaging design

In-store experience


Workspace experience and management style

Customer service

Pricing strategy

ELEMENTS OF BRANDING
LOGO
NAME
TAGLINE
GRAPHICS
SHAPES
COLOR
SOUNDS
MOVEMENT

LOGO
Logo – is the visual trademark that identifies the brand. Many products are recognized by their logo. For example, ‘A small part cut off from an apple ’ is used as a logo by by the Apple company hence, where ever this is seen one
can assume that the product was manufactured by them.

Name
2. Name – name is the other element of the
company. Every business must have a name and two companies cannot have the same name. It is an important element as the name is unique and distinctive to every company.
GRAPHICS
4. Graphics – these are the special visuals used by the company which can be seen and identified from afar. For example the dynamic red coloured M is a trademarked part of Mc Donald’s brand.

BASIC CONCEPTS OF BRANDING
1. Brand Name – The brand name is often used interchangeably with “brand”,although it is more correctly used to specifically denote written or spoken linguistic elements of a brand. In this context a “brand name”constitutes a type of trademark, if the brand name exclusively identifies the brand owner as the commercial source of products or services. A brand owner may seek to protect proprietary rights in relation to a brand name through trademark registration.

2. Brand identity – Brand identity is fundamental to consumer recognition and symbolizes the brand’s differentiation from competitors. Brand identity may be defined as simply the outward expression of the brand, such as name and visual appearance.

3. Brand Personality – It is the attribution of human personality traits to a brand as a way to achieve differentiation. Such brand personality traits may include seriousness, warmth or imagination. Brand personality is
usually built through long-term marketing, as well as packaging and graphics.

4. Brand Promise – It is a statement from the brand owner to customers, which identifieswhat consumers should expect from all interactions with the brand. Interactions may include employees, representatives, actual service or product quality or performance, communication, etc. The brand promise is often strongly associated with the brand owner’s name and/ or logo.

5. Brand Equity/Value – It measures the total value of the brand to the brand owner, and reflects the extent of brand franchise. Brand value, especially in the case of consumer product brands, may arise out of customer loyalty. Brand value may also arise in terms of staff retention benefits (e.g., the ability of the company to attract and retain skilledand/or talented employees offering competitive salaries.)

6. Awareness – The percentage of population or target market who are aware of the existence of a given brand or company.

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KNOW YOUR AUDIENCE
Successful brands have a thorough IDEA of their target market. They’re not trying to appeal
to everyone — they focus their efforts on a specific audience, Not everyone is your customer
Clear Promise
It’s not enough to understand what your audience wants. You need to make a promise to
them, and it needs to be clear. Your promise is the bedrock of your brand — it’s reason for
being. Your promise should symbolize what you stand for, what you believe in, what your
vision of the world is. Remember, your promise is your reputation. You must continuously strive to uphold it. Never disappoint your customers
Unique Proposition
This is what you do that makes you different from other brands influencing people’s decision to choose your brand over your competitors.
Storytelling
We all love stories. That’s why we read books, watch movies, play computer games.
Storytelling can be a powerful way to bring your brand to life. Make them connect with your brand. You can Join the ‘HEAD START AFRICA’ on facebook to see examples

Authenticity
When you’re able to match what you say you do and what your audience experiences, you’ve
achieved authenticity. You promised to give your customers the best quality, but you disappointed them giving them inferior quality products. You are killing your reputation and hurting your brand.

Authenticity must run deep to be effective. Deeper than a catchy slogan. Deeper than a
striking logo. Authenticity reaches down to the core of your organization. Every time you
design a new product or service, every time you speak to a customer or reply to a question on
social media, your authenticity must shine through.
Your authenticity speaks volumes about your integrity and honesty. If you’re authentic, people
can believe in you, trust you. They will be drawn to you, they’ll want to to be a part of what you
do, they’ll be proud to associate with you.
Never compromise on your authenticity




To be continued

Now we know the importance of Branding

However we need to learn from the characteristics of sucessful brands so we can also achieve this.

CHARACTERISTICS OF SUCCESFUL BRANDS
What are the characteristics of successful brands?


Unfortunately, the word is not getting out there. You’re not reaching the people who need to
hear about you. There are so many people out there who would love what you can do for
them.
The problem is, there are so many competitors in the same space as you. You’re not like them.
You’re different, you’re better. But no one is paying attention.
How can you cut through the noise and find the audience you want to serve?
Well, the answer is branding.
No matter how great your product or service is, people are not going to really take notice until
you’ve got your branding sorted.
And how can you do that?
The answer is to learn from the best.
Successful brands have characteristics in common that underpin their success.
Want to know what they are?

IMPORTANCE OF BRANDING
-Recognition And Loyalty
The main benefit of branding is that customers are much more likely to remember your business. A strong brand name and logo/image helps to keep your company image in the mind of your potential customers.

• Image of Size
A strong brand will project an image of a large and established business to your potential customers. Like The Coca Cola Company uses the brand name Coca Cola and BBC is the brand name for the British Broadcasting Corporation.

• Image of Quality
A strong brand projects an image of quality in your business, many people see the brand as a part of a product or service that helps to show its quality and value.

• Image of Experience and Reliability
A strong brand creates an image of an established business that has been around for long enough to become well known.

You can consider a brand as the idea or image people have in mind when thinking about
specific products, services and activities of a company, both in a practical (e.g. “the shoe is
light-weight”) and emotional way (e.g. “the shoe makes me feel powerful”). It is therefore not
just the physical features that create a brand but also the feelings that consumers develop
towards the company or its product. This combination of physical and emotional cues is
triggered when exposed to the name, the logo, the visual identity, or even the message
communicated. E.g The feeling you have when you get new Iphone 11pro max

A product can be easily copied by other businesses in a market, but a brand will always be unique.
For example, Pepsi and Coca-Cola taste very similar, however for some reason, some people feel more connected to Coca-Cola, others to Pepsi. There is a distinction

The objective is to attract and retain loyal customers and other stakeholders by delivering a
product that is always aligned with what the brand promises.

A brand is essentially a promise that the company makes to customers. It is a promise towards satisfaction of their needs and assuring product and service quality.

Consumers choose products they want not only on the basis of product features and benefits but also on the basis of the name of brand. A brand name helps them to differentiate a product from other similar products in the market.

Branding is referred to as a process of creating a unique name and image for a product in the minds of the consumers through advertisements and other product promotion measures.

Branding is the process of creating distinctive and long lasting perceptions in the minds of consumers.
For instance,
Water is a free resource that every human being needs to live and survive. Yet it became a product the day humans and companies started to commercialize it, for example by selling mineral water in glass and plastic bottles
But water always looks the same, isn’t it? It is liquid and transparent. So, how can different companies sell the same product but still convince people to purchase their bottled water instead of the one from the competition?

The answer is: by creating a brand.

What is a brand?
We have different definitions of branding;
A brand is a “ name, term, sign, symbol, or design or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competitor ”
Branding is a promise given to the customer; a promise that needs to be fulfilled every single time.
Branding is a promise made to the customer that will deliver values beyond expectation.
Branding is the process of giving a meaning to specific organization, company, products or services by creating and shaping a brand in consumers’ minds.
It is a strategy designed by organizations to help people quickly identify and experience their brand, and give them a reason to choose their products over the competitor’s, by clarifying what this particular brand is and is not

INTRODUCTION TO BRANDING
OUTLINE
- HISTORY OF BRANDING
-WHAT A BRAND MEANS
-IMPORTANCE OF BRANDING
-CHARACTERISTICS OF A GOOD BRAND
- BASIC CONCEPTS OF BRANDING
- ELEMENTS OF BRANDING
-CHOOSING A BRAND NAME
- HOW CAN BRANDING BE DONE?



HISTORY OF BRANDING
The word BRAND is derived from the Old Norse brand meaning "to burn," which refers to the practice of producers burning their mark (or brand) onto their products. In ancient times, in order to identify the owner of the livestock, cattle breeders used hot ironing in to order to identify the owner of the cattle and differentiate it from others.

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