Branding has become a ubiquitous term that most people today use. Be it a product, a whole corporate or just your career, branding seems to be the mantra for success. Yet the unsuspecting cattle know more about branding than the marketers who swear by the term. Branding is a long term strategy and not a PR or promotion to increase your weekly sales. Branding is demonstrating what is important about the product, service or company. Branding builds consistent emotional brands with its audiences. It is all about what the people understand and not about your product/service.
Building the brand into the culture is one of the critical elements for brand success, as ‘Maximizing Your Brand Value,’ a 2002 report from business intelligence firm Cutting Edge Information notes.
Thus the success of a good branding strategy is in making its people inside and out their brand evangelists. All stakeholders – suppliers, employees, customers everyone who is part of the brand touch point is part of the brand. Hence building a consistent emotional message through all these channels is essential to ensure the success of the brand.
If marketing is best practiced by understanding the human nature then branding should reflect that.
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A brand is a promise. It sets an expectation of an experience. To be successful the promise must be relevant, competitive and authentic. Branding includes product development in addition to communication, therefore marketing, sales, research & development are essential strategic activities of branding. The central purpose of branding is to affect the behavior of people. Therefore, any branding exercise without people at its center is doomed from the start.
Well said Lata and Ed. You guys should put it to music, I think you’d have a hit. Short and sweet but right on the money.