Branding Basics: Answering the Whats and Whys

Branding…

It’s something that almost every organisation tries to build and improve. However, due to the lack of a basic understanding, most of them tend to overcomplicate it in one way or another.

Hence, in this article, I will attempt to simplify the concept of branding as much as I can. In addition, I’ll also try to make you understand the importance of taking some help from an organisation like Vantage Branding Singapore. Let’s begin, then.

What is Branding?

Before I answer this question, let’s imagine a world where branding doesn’t exist.

In such a marketing universe, a can of cold drink would be a simple cold drink, not Pepsi. A pair of shoes will be just shoes, not Jordan or Adidas.

So, without branding, a product will be nothing but a simple offering that satisfies a consumer’s needs. It will have no life or story.

But when you add a story to them, running shoes become Nike, a simple bottle of cold drink becomes Coke, a cup of iced coffee becomes Starbucks Frappuccino.

This is what’s known as branding – it’s a story… or, to be more specific –

So, what’s the need of branding?

A product, in essence, can be copied pretty easily. However, a brand is unique, and most people tend to think of that rather than the product.

Let’s take Nike and Adidas as examples here. Both companies make great running shoes and offer the same function. But while you may be a fan of Nike and like their style, I might be a worshipper of Adidas and hate the others.

That’s the power of well-infused branding.

Why is Branding Important?

As humans, we’re quite complicated and messy, and we can be all over the place even at the smallest sign of confusion. That’s where branding swoops in and makes things easier for us.

It basically takes what’s going on inside our heads and splashes some structured thinking in it. This, in turn, makes everything sound relatable and easy to understand.

But, is that where the importance of branding gets limited?

No, not really. Branding can, directly and indirectly, help an organization with a lot more than usual. I have enlisted a few of them in this section. Make sure to keep reading till the end.

1: Creating a Personality of a Company

Branding is like the personality of a company.

It’s the way an organisation presents itself to the world. And it’s not only about having a cool logo or a snappy tagline. It’s about creating a lasting impression in people’s minds.

So, if you can do it correctly, it will make it much, much easier for people to remember you. And, in an ever-lasting competitive market, this will offer an excellent edge over your rivals.

2: Building Trust and Credibility

Think of it this way –

In a sea of options, why would you choose one product or service over another?

That’s where branding comes into play. It helps build trust and credibility. When you see a familiar brand, you associate it with a certain level of quality and reliability.

It’s almost like choosing a familiar restaurant over an unknown one – you trust that you will have a good meal because you know what to expect.

3: Differentiating from Everyone Else

Branding also sets a company apart from its competitors.

Let’s say you’re shopping online for sneakers. If you’re torn between a big-name brand and an unknown one, you’re more likely to go with the brand you recognize, right?

That’s the power of a strong brand presence. It helps businesses stand out and become memorable in a crowded marketplace.

4: Attracting Top Talents

But it’s not just about consumers, though. A well-planned branding can attract top talent too. People want to work for companies they believe in, and a strong brand that represents values and a clear mission can draw in talented individuals who align with that vision.

After all, that’s the reason why most people consider working for an organisation like Apple or Google rather than the SMEs. Working there with more talented people like themselves is certainly a feeling that most of us want or crave for.

5: Increasing Customer Loyalty

And you know what else?

It can lead to some serious customer loyalty. If a brand identity consistently delivers a great experience, customers are more likely to stick around.

Think about Apple – people tend to stick with their iPhones, MacBooks, and other products because they’ve come to trust and enjoy the brand.

Note: In a nutshell, branding is like the face of a company. It’s what people see, feel, and remember. And it’s not just about products; it’s about emotions, values, and connections.

From the logo to how they communicate with everyone – branding shapes how we perceive companies and influences our choices. It’s pretty powerful stuff!

How Do You Improve Your Branding?

Although it might not seem so, creating a brand requires a lot of planning and hard work. So, before you get started, you have to consider a world of things and value each one.

In this section, I have shared the basics about improving your branding. But if you really want to work on it, it might be better to work with a branding agency.

They can help you out in the best possible manner.

1: Communicate Like a Friend

Imagine your brand is having a casual chat with a buddy. Use relaxed, easy-to-understand language to help build a real and approachable connection.

How do you do it practically, though?

Well, let’s take Nike’s “Just Do It” campaign as an example. It usually communicates a quite simple message – chase after your dream without considering what people might say.

However, Nike presents the same message in a rather creative manner, such as using many inspirational quotes and a heartening video.

Either way, it becomes much, much easier for us to understand what they are trying to say or convey. It’s almost like they are talking to us like a friend, trying to inspire us.

2: Tell a Story to Your Audience

People love knowing the story behind a brand.

So, share your challenges, successes, and the values that have driven your brand. Offering such a personal touch humanizes your business, making it relatable and inspiring.

Moreover, people will always want to sympathise with someone before trusting them. Hence if you want to relate to you or feel you, you have to share your struggling past with them.

It would simply make them more interested and invested in you.

3: Showcase Your Personality

Imagine your brand as a person. Are they serious and professional or laid-back and fun? Let this personality shine through in your communication style. Inject humour, compassion, or whatever traits align with your brand’s identity.

For example, Kit Kat’s advertisements are quite funny and chill. They don’t offer way too much information about their product. Instead, they advertise something new in a fun or jolly way to promote their motto, ‘take a chill-pill.’

4: Use a Proper Visual Consistency

Just like you’d recognize a friend from afar based on their unique style, your branding elements should be consistent across all platforms. Your organisation’s logo, colour scheme, fonts, and imagery should create a cohesive and easily recognizable identity.

The more visual consistency you have, the easier it would be for your audience to remember you and be less confused. And as a brand, that’s precisely what you need to aim for.

5: Listen and Engage with Everyone

A conversation isn’t just about talking; it’s about listening and responding too. Pay attention to what your customers are saying on social media, reviews, and comments.

Engage with everyone genuinely, whether it’s answering questions, addressing concerns, or simply thanking them for their support.

Also, focus on solving your customers’ problems or fulfilling their needs. Remember to share solutions and benefits in a friendly, relatable manner, showing how your product or service makes their lives better.

Bonus: Keep Everyone Updated

Just like you would discuss most of the latest news or trends with a friend, keep your brand’s communication relevant. Stay updated on what matters to your audience and participate in conversations around those topics.

This will demonstrate that your company is not only approachable but also up-to-date with the world. And your attempt to keep everyone else updated will be seen pretty kindly too.

The Bottom Line

Remember, the goal of branding is to foster a genuine connection.

If your branding feels even a bit forced or too formal, it might create a barrier between your brand and your audience.

By infusing an engaging and conversational tone into your branding, you’re making it easier for people to relate to and engage with your business on a personal level.