Branding holds significant value to how a customer perceives your goods or services. The word branding is a new term that everyone in the Design and Marketing sector seems to be using but what does it actually mean?
The Oxford Learner’s Dictionary defines branding as ‘the activity of giving a particular name and image to goods and services so that people will be attracted to them and want to buy’.
Branding in its simplest form has been around for many years. It was first recorded in 2000 BC when farmers and craftspeople claimed ownership over their products. Farmers would physically brand their livestock with hot irons and crafters would imprint unique symbols onto their goods to mark their origins, materials and quality.
It is commonly thought that branding is just about a logo, but it is much more than that. Branding is the tool used to help form a business identity. It can help you stand out from the competition, and grabs the attention of your target audience. It increases loyalty and helps build trust and rapport.
Branding your company and products differentiates you from your competitors, the problems you can solve with your product or service encourages customers to buy, with the reassurance they get from your brand. Your business’s brand identity is the way that you represent yourself to the public with visuals, and messaging, whereas your brand strategy impacts the way you present your brand identity.
Before you start to consider branding, you have to understand who your company, products and services are aimed at, your personality and values.