As an individual who has a passion for marketing and enjoys gaining knowledge about the business world, I was chosen to serve as the Director of Branding for my professional fraternity, Omega Chi Sigma. Due to my interest in branding, I came upon this article called The Ultimate Guide to Branding.
WHAT IS BRANDING?
Branding doesn’t just include the logos or the messages that you are trying to send to consumers. It also includes design of the company, the overall experience that an individual might have with the company, and the unique qualities of such brand that set it apart from a competitor. This article serves as a great introduction and guide to the world of branding/marketing for those who are unfamiliar with it. Written by Allie Decker, the article discusses all of these traits that are important to a brand and more.
By creating a brand, you are allowing people to connect with your products and the message that you are trying to communicate. The word “brand” is used in multiple terms, but they all have very different meanings.
As listed in the article, these terms include, but are not limited to:
Brand Awareness
Brand Extension
Brand Identity
Brand Management
Brand Recognition
Brand Trust
Brand Valuation
HOW TO BUILD A BRAND
In order to build a brand, there are many important tasks that must be done to ensure the brand grows to success .The author discusses the need for marketers to understand their target audience. If the target market that is chosen is not the correct one, then the messaging becomes confusing and there will not be much success. Aside from the target market, the business must define their purpose, this is known as the mission statement. Allie Decker states the mission statement as, “a building block of your brand manifesto”. Mission statements are in fact a building block to a brand, but so are the benefits, values, and qualities that your business offers consumers. When people are aware of how their life will personally benefit from a brand such as yours, they will be more inclined to be a consumer of yours rather than the competitor that doesn’t offer the same benefits. There is much more to building a brand than the topics that I have just discussed.
If you feel that the principles of marketing, such as branding, fascinate you then I feel that this article would be a great read. Allie Decker did a nice job of laying out different topics that are all linked to one another.
