Branding Means Getting “Your” Identity

The act of associating a product or service with a brand has become an indispensible part of marketing efforts. The most successful products anywhere in the world have some kind of brand identity, be it designer clothes, jewelry, cosmetics or even something as simple as table salt.

You don’t have to be a national/global player to create an enduring brand. Your own town/city has its very own local brands in just about everything so what are you waiting for? Get your own “identity” and stand out in the “crowd”.

Branding is Applied Psychology

All purchase decisions are the result of conscious/impulsive behavior. Every marketer aims at creating a customer base which is loyal to his product/service. Brand loyalty is the result of repeated purchases by customers driven by continuous satisfaction.

In the marketing context branding is the process of essentially burning your company or web site name or slogan into the minds of potential customers. It may be described as the subconscious process by which a business employs marketing strategies to get people to easily remember their products and services over a competitors’ … essentially, it is applied psychology.

A Brand is an Experience

Some marketers distinguish the psychological aspect of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as “brand experience”. The psychological aspect, sometimes known as the “brand image”, is a symbolic construct created in the minds of people consisting of all the information and expectations that they associate with the product or service.
Picture this… sipping on a cup of coffee at your favorite cafe is about… the coffee (that cuppa like no other could be the brand image), the ambience, the bonhomie, the friendly service, the decor and simply enjoying it all… this is the brand experience.

For a Small Business… The Owner is the Brand

A brand may signify different things to different people. It may be a trademark, a slogan, a logo, a symbol, a packaging design, company staff demeanor and dress code or a feeling that can only be experienced by using a certain product or service. Alternatively a brand may signify any one or many of these things to an individual.

Brand names are the first point of call between a company and its customers, and for this reason wield a remarkable amount of power. For example a lady I know frequents this really small salon for her haircuts and beauty treatments. It’s quite an unpretentious place but she says she goes there because the lady who owns the place is such a warm, friendly person that the beauty treatment apart spending time with her makes customers feel rejuvenated. Lesson learned? In most cases for a small business, the owner is the “brand”.