What is Branding?

A brand image is a psychological symbolic image created in a person's mind that makes up all of the information, experience, and expectations associated with a product, service, company, or any entity for that matter. In short, we experience a brand.

Mindshare

Have you ever wondered why the 14 - 25 age is the most important advertising group in the world? What is so important about individuals who have in comparison less money to spend on products and services than other demographics? Granted, much of what they do spend is disposable income. However, much of the interest in this group has to do with brand loyalty and a concept called mindshare. Marketers try to maximize the popularity of their product, so that the brand co-exists with deeper, more empirical categories of objects. Kleenex, for example, can distinguish itself as a type of tissue. But, because it has gained popularity amongst consumers, it is frequently used as a term to identify any tissue, even if it is from a competing brand. Creating this loyalty early in the life of a consumer can mean a lifetime of commitment to a brand.

So, what is a brand?

In the most basic sense, a brand is an image or sound (think of the intel company's sound) that identifies your company, service, or product. Does a good brand need to use complex colors and patterns to be effective? Look at the following list of company logos and decide for yourself. I've taken the color out of some of them to emphasize the fact that a brand can be simple, yet very powerful:





Some are acronyms, some are simply images, some are as simple as an apple. All are what would be considered the "logo" of a product, service, organization, or business. Now study the shapes of these brands. Most, if not all, are trivial and simple in their construction. A brand becomes something after it is created, not the other way around. You can't start a company or invent a product, create an amazing brand, and instantly have people drawn to your brand. Rather, you create an amazing company, product, or service that is appropriately branded, and the brand begins to represent greatness in your customer's minds over time. The brand identifies, not creates, a product, service, or business.

What is the take away? When creating a brand, one must realize that it many times seems too simple, not "flashy" enough, and not as powerful as known brands. It may be frustrating to create a logo becuase it doesn't seem to have the same emotional appeal that other logos have. The biggest mistake is to overshoot the mark, and create a brand that is too complicated, too literal, and isn't simple enough to quickly identify with your business, product or service. Use timeless fonts, shapes, and layouts. Avoid anything that is too trendy. Understand your customers. In the end, less is more. Many times, all you need are a classic font and the words of your product to create a powerful brand as is illustrated in many of the examples above.