Monthly Archives: November 2012

What is a brand? The art of Branding demystified

ver wonder what someone in “branding” does? You’re not alone. A lot of people wonder.

Why, when someone says coffee, do you think Starbucks? And why do you shop at Target instead of Walmart? Aren’t they the same kind of store?

Branding is something that affects us all – some, if only subconsciously – but we’re not always able to define it; to put the proverbial finger on it. The first step is to define what a brand is. Here is an excellent article from Branding Strategy Insider that (hopefully) helps clear up the mystery of what a brand really is, and ultimately, what the job of someone in branding actually does.

The Brand Defined

The goal of a brand is to be the only option for a customer. The first choice that pops in someone’s head when they’re making a choice. So, my goal as a brand manager is to reinforce and support these definitions and bring them to fruition. My job, as per my mission, is to build dynamic, three-dimensional brands. Brands that live. Brands that breathe and brands that have personalities that excite, magnetize and lure you in. Here’s how it’s done:

  • conduct research – surveys and market research; looking at historical data
  • create a a positioning statement – a statement that proclaims why the brand is unique and relevant to its audience;  from here, the brand strategy is formed and executed
  • produce key messages for dissemination – this is where we establish your brand philosophy and belief system
  • design an identity package
  • run a measurable branding campaign

What are your thoughts? How would you define a brand?

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Filed under Brand perception, Branding: Identity