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What Branding Really Means

April 20th, 2012

Corporate brandingWhen one mentions the word ‘branding’ what comes to mind? Do you think of a cow being stamped? Maybe. More than likely your answer probably revolves around the following: the advertising, marketing or promotions a company uses to communicate its message to an intended audience. While this broad definition would be accepted by the general masses, it is actually wrong. Here’s what I mean.

Let’s look at one of the most iconic brands in the world today: Disney World. The name evokes certain feelings and memories. I doubt you think of the cost of the ticket or how much a cold drink costs or the long lines in peak season. Rather, it’s a place where you can lose yourself and become a kid again. When you are at Disney World you feel good inside. You forget about your stresses and daily life…the kids…the mortgage…taxes…gasoline prices…you name it.

Brand names

Just like every other relevant brand today, Disney made an investment a long time ago. So what was the investment? To stay true to who they really are, the core values that make the company what it is today.

When you think about branding, you need to be clear on what you want people to know about you. Staying relevant in people’s minds is one of the hardest things for anyone to do in this day and age. Customers really want to know who you are and what you stand for? You need to convey your passion not the features of your product.

The best brands spur desire. They help us identify who we are. They help us share knowledge. They help us interact with those we love – and those we don’t know. And they all have one thing in common: they all shout out “USE ME”.

Coca-ColaLook at Coca-Cola, one of the most iconic brands to ever appear. Back in the year 1886, Coke sold nine bottles. Fast forward to 2010. A staggering 1,600,000,000 cokes were consumed. No matter who you are or where you live in this world chances are you have tasted the unique formula that makes a Coca-Cola what it is. The reason I bring up Coca-Cola is simply because few other brands have enjoyed the same success over a long period of time. When someone says Coke what do you think of? What feeling moves through you? Chances are you don’t think about the different sizes of bottles or cans it comes in? Or how much it costs. Or anything other than the way it makes you feel when you experience drinking it. And that’s the point, which leads me to one specific question:

 

How do YOU Define Branding?

Everything boils down to the way you communicate your core values, your core message.

Branding can be defined as the sum total of everything you do – from the way in-bound phone calls are handled to the way you interact with your intended audience and everything in between it takes to run your business.

What does your brand stand for? What do you say to the marketplace? What do your employees say about the company?

Brands are everywhere. And it’s not just the Coca-Cola’s and Apple Computers of the world. Small business owners have brands to uphold. When we speak of branding let the record speak for itself: we are not talking about a logo or the advertising or marketing. A brand is unique. It speaks to the passion a company has for its product, service and employees. A brand is in essence a unique set of values that makes it different from the rest. At the end of the day it’s the people behind the brand that determines how far it will penetrate into society.

“People who are actually crazy enough to think they can change the world actually do,” Steve Jobs once said.

No matter what you have in mind, Farfromboring Promotions can assist you with your end goals. We can help you stay relevant…help you stay top of mind to the people who matter most to you. Call us at (866) 751-PROMO for a free, no obligation idea-generation, forward-thinking, brainstorming session.

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