The Brand misconception.
There is a common misconception that "Branding" and "Marketing" are one and the same. Although closely related to each other, they are in fact quite different from one another. The "Brand" is about setting the stage and mood, while "Marketing" is the delivery of the musical. A Broadway musical would not have nearly the same outcome if you were invited to watch it in my backyard! In simple terms, Branding is the father of Marketing. Branding is the process that makes a prospect or customer a fan. Contrary to belief, people buy into a brand identity and not the product or service it provides. A brand is the way you present yourself to your audience and building a connection, whether through education, laughter, trust, inspiration, aspiration, feel, touch, taste or otherwise. In short, branding is like knowing your spouse, relative or best friend and the development of a bond through morals, similarities, vision, goals, direction or strategy.
So where do you start developing your identity?
First you need to understand and identify your core message (your "why"). The "why" is essentially your vision and what will help you direct and propel your brand in the right direction. This is achieved by identifying your audience and creating a culture around your product that caters to them. Understanding the "why" will help you achieve brand recognition.
Audience perception.
When building your identity, make it organic. Don't force your identity upon your audience. Keep in mind that it's not really what you think your identity represents. You may believe that your brand encompasses all the right elements and delivers the right message, but if the audience you are attempting to attract to your brand doesn't connect with it, they will be reluctant to follow you. Instead, interact and collaborate with your audience. This will help build a strong foundation and in turn develop audience trust, which creates customer referrals.
Propelling your brand.
You have the audience, now let's cultivate it. Become an authority figure in your niche by engaging your audience whether through education, events, new products or services, poll questions and more. Make them feel like they're a shareholder in your company and not the consumer looking in from the outside. Through the use of various techniques you can engage your audience for their input into your brand and thus create a sense that they are involved in the decision process and direction of your company. Build curiosity to engage your audience to connect with you on an emotional level.Through consistent interaction with them, you will keep them curious, engaged and familiar with your company but above all, you will have an understanding of who your consumer is and how to cater to them properly.
To learn more about branding, please visit http://www.mediakitchen.co and allow us the opportunity to work with you in the development of your new brand and any associated materials that it encompasses.
