Branding 101

Many people misunderstand “branding” with the “brand” itself. Most people associate branding with the company’s logo or tagline. However, branding is a combination of various aspects that helps companies to stand out among the competition. The brand represents what the organization as a whole stands for: who you are, what you do, and how you go about doing it. Here are a few of the key things to recognize when developing a brand through branding:


Brand positioning. 

Knowing who your target audience is and the reasons why the consumer should pick your brand over a leading competitor is all in the positioning. You want to be at the forefront of the customer’s mind and make sure that they are the most attracted to your brand. 


Brand Awareness. 

This is to the extent to which customers recognize a brand. Strategies to help improve overall awareness of the brand is through recognition and recall. Recognition is where someone can see the brand and know it by its look even if they can’t remember the name. Brand recall is where they can correctly identify the brand from memory. 


Brand Identity. 

The identity is the visible elements that help to create the brand such as color, design, and logo. It is the organization that helps characterize the brand through the brand culture, personality, and relationships. 


Brand Image. 

The image of the brand is how the company is viewed in public. It’s the impression that you want to make with potential customers.  If your image doesn’t match what you want to convey to the audience, it might be time to reconsider a new branding strategy. 


Brand personality. 

The personality of the brand speaks for itself. It helps to express the brand as a whole and how it feels. It’s not about the look; it’s about what is felt about the brand and what vibes it gives outside customers.


These key insights can help to build a bigger and better brand that will knock out the competition. If you would like more information on how to help your company stand out from the competition, give us a call today at 334-446-6149.