Creating Your Brand
Branding issues often reside within the context of product branding where a typical consumer good mass product has to be marketed (externally and internally) through a clearly recognizable visual and verbal identity i.e. the brand. Although there is a growing body of literature on the theory of branding, on strategic brand management and on branding processes, corporate and service branding are relatively new dimensions in branding literature and practice alike.
Corporate branding is closely related to reputation management, and where a company’s name is treated as a brand in its own right (typically targeted not only at consumers, but also at current and potential shareholders and at the greater public) in addition to existing product brands. Furthermore, the aim of service branding is to bundle a set of services under one brand in order to be recognized by current and potential clients as an integrated and unique offer. In this course, we will discuss that this branding triad of personal, corporate, product, and service brand is about to be extended by one other type of brand, which is the knowledge brand.
Upon Completion of this course, you should be able to explain:
- Why a person needs a personal brand
- The key ingredients of a brand
- How to manage and communicate your brand
- Branding for different market sectors
- The relationship between design and branding
SECTION 1: INTRODUCTION TO THE WORLD OF BRANDING
What is a Brand?
A brand can be defined as a set of tangible and intangible attributes designed to create awareness and identity, and to build the reputation of a product, service, person, place, or organization. The holistic perspective of branding as a long-term strategy includes a wide set of activities ranging from product innovation to marketing communications.
History of Branding
The word “brand” is derived from the Old Norse brand meaning “to burn,” which refers to the practice of producers burning their mark (or brand) onto their products. Italians are considered among the first to use brands in the form of watermarks on paper in the 1200s.
Types of Brands
Many kinds of things can become brands. Different types of brands include individual products, product ranges, services, organizations, individual persons, groups, events, geographic places, private label brands, media, and e-brands.
Brand Positioning and Alignment
In order to make an impression in a market, brands need to stand for something. Inconsistent brands and messages fail to make a lasting impression because it is difficult for customers to trust them or register what these brands represent. On the other hand, when a brand is both consistent and relevant to customers, it builds recognition,
The Brand Platform
Product positioning is an important strategic tool that helps organizations focus their messages and marketing activities around a consistent, differentiating message aimed at a target segment. Brand positioning works on the same principle. The goal of brand positioning, like the positioning for any product or service is to explain why that brand is different and better for its target customers,
In marketing, brand equity refers to the value of a well-known brand that conjures positive (or negative) mental and emotional associations. What does this actually mean? Let’s do a experiment with brand equity in action. Which brands do you associate with the following images and phrases?
Building Brand Loyalty
One of the most important reasons for building brand equity is to win brand-loyal customers. In marketing, brand loyalty refers to a consumer’s commitment to repurchase or otherwise continue using a particular brand by repeatedly buying a product or service. The American Marketing Association defines brand loyalty in the following ways:
What’s in a (Brand) Name?
A brand identifies a company, product, or service as distinct from the competition. The brand is comprised of all the things that create this identity. A brand’s name is an essential part of the package. A brand name may be a product name (like Windows or Gmail), or it may be the name under which the entire organization operates
Brand licensing is the process of leasing or renting the right to use a brand in association with a product or set of products for a defined period and within a defined market, geography, or territory. Through a licensing agreement, a firm (licensor) provides some tangible or intangible asset to another firm (licensee) and grants that firm the right to
SECTION 2: BRAND KNOWLEDGE
Characteristics of Knowledge in the Branding Context
There are specific characteristics of knowledge that affect the branding process and make a differentiated approach necessary that significantly differs from traditional product or service branding. Below, we describe the main characteristics of knowledge that need to be taken into account in marketing know-how as a brand. Knowledge is
The Knowledge Branding Process
We cannot prove that knowledge brands originate from “old” service brands, though examples such as Merrill Lynch or PricewaterhouseCoopers indicate such an evolution. Logically, such a strategic evolution is a pre-condition for the brand development. A knowledge brand has four functions: materialization, legitimization, simplification, and
SECTION 3: THE BRANDING PROCESS
The wrong brand name choice can sink your ship before you even set sail. We are building brands in the age of technology. Because of the times we live in, public opinions of any given product are subject to the whims of first impressions and search engines. While brand loyalty extends beyond the brand name itself, the attractiveness of a
Designing a Brand Identity
One of the most interesting projects that a designer can take on is designing a logo. It can be daunting and stressful to come up with logo options based on market research, and stumble upon some “design magic” through the exploratory process. Narrowing it down to a final, approved logo and then seeing it out in the world can be a very
Steps to Visual Branding
Your whole company is your brand, from the lowest-ranking employees’ uniforms to how the CEO communicates. There are many different ways to define a brand. Entrepreneur’s John Williams calls it “your promise to your customer.” Copywriting legend David Ogilvy described it as “the intangible sum of a product’s attributes.”
Choosing the Right Typeface
A strong typeface dictates what message your brand is trying to convey, what the tone is, and even who its creators are. It’s funny how many fonts there are out there, but people still end up using inappropriate typeface all the time. Anything that uses letters, numbers, and symbols, whether it’s a sign outside your store or the report you need to
Pairing, Size, and Hierarchy
You will need more than one font to make a design work, especially if you’re working on a brand application like a webpage. This is why pairing matters. You have to make sure that the fonts you use are similar enough to complement each other, but different enough to show the distinction between them.
SECTION 4: CREATING A PERSONAL BRANDING SPACE
Introduction to Personal Branding
In this lesson, theoretical concepts related to personal branding in social media are discussed. First, the concepts of personal branding and social media are both defined. Next, social media platforms are briefly discussed in general. Blogs and YouTube are then covered in detail as they are the platforms chosen for this study.
Steps to Building Your Own Brand
- Brand Discovery: Who are you? Where is your passion? What is it that you want your brand to represent? Brand discovery is really figuring out what you want to represent and not just what you want to represent today, but what is it that you want to represent for the rest of your life. Creating a personal branding
Social media are interactive computer-mediated technologies that facilitate the creation or sharing of information, ideas, career interests and other forms of expression via virtual communities and networks. Social media is computer-based technology that facilitates the sharing of ideas, thoughts, and information through the building of
Creation of a Personal Brand
In order to be present and operate online, one needs a stable entity that identifies him and enables the communication with his networks. Before starting the actual process of creating a personal brand, one needs to have this digital form of being that is used whenever performing online. This entity, which is the base of one’s online life,
Using a Personal Brand for Career Success
Although personal branding is beneficial to an individual, it is also an important aspect of their professional environment. “Self-branding is not just good for [personal reasons], it is good for the company, too. Branding teaches [an individual] how to be more strategic by staying relevant to the market and the latest thinking”. Staying
Entrepreneurship and Social Media
When discussing about entrepreneurship, the term entrepreneur should be defined first. Entrepreneurs are people who have founded businesses of their own instead of working for companies. As the entrepreneurs are the ones running their businesses, they bear all the risks and also collect the profits. Entrepreneurs are usually described as