The word brand is said by all sorts of people, in a variety of different contexts and phrasing, so let’s start by asking: what exactly is a brand?

 

It’s that feeling someone gets when they see your logo. Every interaction they have with your brand influences their perception of who you are. The product experience, the service, the slogan, the logo, the content; they all contribute to the generated perception of that company, which is, in essence, that company’s brand.

 

These associations may be intentional, a brand’s marketing will be trying to convey a particular message or statement, well the good ones will be. However, these associations are not entirely controlled by the company, mainly because of outside influences. But, through intelligent use of design, advertising, and marketing, brands can push people in the right direction when it comes to them trying to perceive who they are and what it is they are trying to achieve.

 

So why is it companies need a clearly defined brand?

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Branding helps you stand out from other competitors while adding value to your products or services. It helps create a platform for people to interact and engage with your company and makes you instantly recognisable throughout the client journey.

 

It is a way of clearly defining what makes your offer different to, and more desirable than, anyone else’s. Effective branding raises a product or organisation from being a mundane item or entity to a valued commodity or service.

 

Not only does a brand help you to connect with your customers, but generally people are willing to pay more for branded products or services. By either promising quality, consistency, or an image; branding has the power to add increased value and profits to any business.

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But brands aren’t always constant; they are changing, they are evolving. In the last few years, the digital era has revolutionised how brands communicate with consumers. Their voices have become louder and more public. Not only pushing out themselves and what they offer but providing more platforms for their clients to engage with them, to communicate with them and even places to support them.

 

As you can see a brand is much more than just a logo or a slogan. It’s a way of communicating with a consumer and creating a recognisable entity for people to associate themselves with and to which they can relate.