Moschino Runway Show, or McDonald’s World Domination Alternate Reality?

What is Branding?

If you’re a new entrepreneur, or someone born long before the social media boom, chances are you have a few questions about branding. You hear about it everywhere. In fact, you’ve probably seen it at least 10 times on this blog alone- you have an idea, but you’re just not sure what it is.

To put it simply, a brand is an identity tied to your mission.

Branding is the building and continuous evolution of that identity, whether on a personal level or an organizational level. Just like your personal identity, branding involves every facet of your operations, from your marketing, to your services, to the way you communicate. Whether conscious or not, everything you do builds on the branding for your company, which is why it’s so important to develop your concept of “branding”.

Ben & Jerry’s: Ice Cream with more personality than your high school art teacher.

But what’s the big deal?

In modern marketing, buyers and consumers are demanding more and more meaningful interactions. Regardless of whether you’re B2B or B2C, access to information and a sea of options make it that much more important to build trusting, valuable engagement. It’s like human interaction. You remember people with personality, you prefer to interact with those you’re familiar with, and the better you know someone the more you trust them. Your brand is no different. Branding identifies who your company is, what it’s values are, and how it should be viewed- and the stronger it is, the better your engagement will be.

Can I just wing it?

Sure you can, but it never hurts to start early as opposed to back-tracking later. Branding is incredibly scalable with your business, and starting the process can be as simple as sitting down to determine your mission, and jotting down a few key adjectives to describe what your business should reflect. Once you grow, you can spend some time with a marketing consultant to create a set of brand guidelines to ensure that your organization stays on track. Call me dramatic, but nothing is worse than acting against your brand, or having a part of your organization go rogue. Your company disks appearing disorganized, or worse, fake (in the case of Pepsi).

To get yourself started, feel free to check out my post, BRANDING BUZZ: GETTING A PERSONALITY (coming soon).

Go forth, and brand-ish your business with confidence!

Photo by Yanni Vlamos, / Moschino Fall 2014 / Milan, Italy

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