What is branding anyway?

Recently, I’ve been having discussions with clients, business associates, some of my friends and mentors about “Branding”.

It struck me. There are so many misconceptions out there regarding what “Branding” means. So many people think it is their company or product logo. It isn’t. It’s more than that.

I used to describe it to people as “All of your marketing material related to your company and your product”. Your colors, brochures, packaging, trade show materials (even the booth), even your “uniform” or the way you dress can become part of your brand. Further, the way you answer your phone could be considered part of your brand if you decide to add your tag line or slogan (a client of mine answers the phone with the company name and the slogan..”EMJ, making a material difference“)

But, recently, through discussing it with the above mentioned people, my partner and I decided the better way to describe it is “Your Reputation”. It is everything you do to represent your company. It is the message you put out there. Are you a trustworthy corporation? Do you have a reputable product, but also what is your reputation in the world?

An example of this is found in the fast food industry. Recent years have found health-conscious consumers becoming more aware of the hazards of eating too much of the wrong foods. Therefore, corporations were finding themselves, and their brand, being judged by a different set of criteria. It was no longer just about taste or value, but how responsible these corporations were to their consumers by offering them healthy alternatives. Those who didn’t step up to meet the challenge were at risk of being viewed by some as not caring about the consumer or their health. (Some may not have worried about it, maybe they want to be known for being “Bad”, that is another discussion all together).

We are starting to see the same things now with how responsible a corporation is to the environment. Are they “Green”?

I guess, to sum this up, the point is that branding is everything you do in your company that creates a perception in the consumers’ minds regarding your company.

So, What impression are you leaving?

Tags: branding, Consumer, Green, health, impression, reputation