How Integral Branding is for Your Business

This blog talks about what branding is not, how it looked back in the day, how it still exists today, the two most important keys to building a successful brand, and how to identify your own brand.

Let's understand what branding is not

Branding is not a logo. Branding is not the colour that you use as your company's identity, it is not the million-dollar campaign, it is not what you're trying to project on the billboard of every strategic area.

Branding is a gut feeling. A gut feeling of a person, tribe, group, internal team, employees, producers, fans, or friends — in fact, branding is everyone's gut feeling about a person, product, or service.

What does branding look like in societies? Let's go way back in time.

When we're talking about how people feel about a service, product, or even an organisation, the word branding goes all the way back to when civilisation started.

The idea of a currency in its purest form is one of the most successful branding efforts ever invented.

Who would've thought that a piece of paper, with Benjamin Franklin in it, could be a life changer for some and just pocket change for others? Now that — is branding. It reaches your audience beyond logic.

How's the concept of branding developed and grown?

The cycle of communication between the brand and the audience can no longer stop at the end user.

When we're talking about the future of branding, we're talking about the feedback loop of brand → message → audience → brand. The sacred brand communication loop should be your number one priority to audit. Ask yourself: when was the last time you heard feedback about your product from your audience? If the answer was over 6 months ago, you need some catching up to do.

Identity

Brand identity is at its most crucial moment in history today more than ever, due to the fact that accessibility to every brand, everyone, and every touchpoint in the world is at the tip of your finger.

For example, if I were to open a luxury spa that wants to target the upper class, having a good digital marketing strategy, logos, and integrated colour systems in all of my digital touchpoints is not enough. I need my audience to understand how it smells in this place, how the people smile and the tone of how they talk, and what kind of materials the cushion in the waiting room uses.

Branding Identity is an integral part of your business that you don't want to overlook.

Now — how do you know if your business has good branding?

Today, there are so many tests you can do to audit a brand, from its messaging, competitive awareness, logo distinctiveness, brand awareness, differentiation test, etc. Auditing your brand might be scary for business owners, but don't fall to the sunk cost bias. Understanding what's working and what's not is important; repairing and owning your experience is crucial for the success of your brand.

If you're wondering where to start on building, auditing, or even just talking about the brand, send me an email, and I'll be happy to go over a 30-min chat with you.

Next up

3 reasons why you need a harmony between Branding & Marketing for your business. →