What Is Branding?

Developing a brand strategy gives you an edge in today's competitive market. But what exactly does "branding" mean? Your brand is your message to consumers communicating who you are, your offererings and what you promise to deliver. It sets your products and services apart from your competitors. Your brand does a lot in selling your product.

Some components of your brand include a logo, a symbol that specifies who you are and what you do, such as a house painter using a brush or a roller as a logo. A logo shouldn't be complicated, but an easily recognizable icon that communciates the goods and services your company provides and the emotion your goods and services will bring. Your logo should be displayed on your products, your website, your packaging and all marketing materials.

Another way to support your brand's message is a slogan or tagline. Staples uses "that was easy". Those three words say a lot. They let the consumer know they'll be in and out of their store quickly with the items on their list. It lets people know their stores are consistently laid out with a wide selection of products. This message is also on their website, indicating the consumer's online experience will be a smooth transaction, so they'll have time to focus on his or her business.

Your marketing strategy is also communicated by your advertisements, where you advertise, how you communicate and all visuals. Consistent branding communicates that consumers can expect the same products or consistent services from you.

The image you'll project or the emotion you'll feel when you utilize certain goods and services can be broadcast through your brand. Trader Joe's projects offers a sense of well being, while McDonald's communicates fun. You'll feel young and trendy in a pair of Diesel Jeans, but when you need to dress for an interview, Ann Taylor is where you'll shop.

Knowing your target audience will help you determine what your brand should communicate. Who is most likely to buy your products or services? What kind of message would be most effective? You will want to consider all demographics of your potential client. How old are they? Are they male or female? What kind of lifestyle do they have? Do they live in the city or in the burbs? Are they married? Do they have kids? What is their household income? This will determine the style of your visuals, website, where and how you will advertise and pricing. A brand strategy doesn't happen overnight, but a good foundation is key.

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