Branding

Too many businesses think effective branding magically materializes from a clever logo and tagline. It’s simply not that easy. Successful logos and taglines are the result of an effective branding strategy not the reason.   

Marketing QuarterBack Consulting defines branding as the immediate image and feelings that form in the minds of people when a business’s name stimulates one or more of their senses. 

It may be a name or phrase they hear. It may be a product they use. It may be a food or beverage they taste. It may be a fragrance they smell. It may be a significant landmark they see. It may be something tangible they touch. It may be a nostalgic memory. It may be a personal experience or interaction. It may also be a combination of one or more of the senses acting together.  

In a nutshell, branding encompasses every aspect of what a business is, where it has been and where it is going. It’s a match of how a business perceives itself and how potential customers perceive that business. It is both that business’s perpetual first impression and last impression.   

A positive branding experience is deliberate and it takes a carefully developed and implemented strategy to achieve. It takes time to build the value associated with successful branding and yield a return on that investment. It’s very important to establish and understand this expectation.  

When developed and implemented properly, branding will deliver a long term value to a business that is resilient and enduring.  

With any established business, research is utilized to determine the level of recognition and value of an existing brand, if any, as well as to determine what elements and features can and should be utilized to create a solid foundation which to build and develop a strong and sustainable brand.

It is also very important to note that a branding strategy and platform must be developed collaboratively amongst a wide variety of stakeholders both internal and external. This objective is achieved by carefully soliciting the input and nurturing the buy-in of both internal and external sources that are vital to the growth of the brand over the long-term. While input and ideas are needed from a variety of sources, there still must be a point–person driving and managing this process.

The broad appeal of the brand is also a critical aspect of a successful branding strategy. This objective is achieved through research and study to determine where the commonality exists and clearly defining what constitutes the unique character and distinguishing attributes of a business.

We help clients produce a written Branding Platform/Manual for their business containing the following:

• Character of Your Brand