By Ann Marie van den Hurk
Branding is an important aspect in the world of business, and it’s so much more than simply how a brand looks. The visual representation of the logo of Nike, for example, is only the surface piece of the Nike brand. It runs deeper than that.
By definition, branding is about the process involved in creating a unique name and image for an organization. The aim of branding is to establish a significant and differentiated presence in the marketplace which attracts and keeps loyal customers.
A logo isn’t a brand. A product isn’t a brand. And a service isn’t a brand. It is all of that woven together, creating a connection with your employees and customers.
For example, let’s talk about Apple. It is an iconic brand known globally. The silvery apple with a bite missing is the company logo. Apple’s products are personal mobile devices such as the iPhone and iPad. The Genius Bar is a service they make available to customers.
What makes Apple’s brand is the cult-like devotion of users to their products and services based on their brand promise: every new product must deliver simplicity. A brand promise can be defined as a commitment connecting your organization’s purpose, positioning within the market, people, and customer experience into one.
There are three things that make a successful brand:
-Projecting a consistent look. Think back to Apple and how when you look at any of their devices or materials, you know that is from Apple.
-Projecting a consistent tone in your communications. Apple has developed its own language and way of presenting its products.
-Projecting a consistent level of quality, demonstrated by consistent communications, consistent products and consistent services. Apple is built on a high level of customer and product satisfaction.