A form of the word “Brand” is everywhere, but do you know what it really means and why it is important to your company? Let’s start by defining some industry terminology so everyone starts on common ground.

LOGO:
A logo is not a brand. A logo is only one element that can be representative of a brand…an instant pictorial indicator that visually helps your audience differentiate your product/service from the competition.

BRAND:
A Brand is the emotional connection your company has with its target audience. A BRAND IDENTITY is how a company wants the consumer to perceive their brand and consists of many things like a logo, a slogan, a brand message, even a musical tune. The unity of these elements (and more) creates a BRAND IMAGE in the consumer’s eye; how the brand is perceived by the consumer.  If the consumer is happy with your product/service then that builds trust.  Trust over time turns to loyalty.

BRANDING :
Branding is the process of creating a clear, consistent message about your company or product. Branding is about developing an image for your business—internally and externally. It’s about building a name and showcasing what sets your business apart from your competition. With all the different forms of media in use today, branding is used to send out a consistent message to consumers along with a simple, creative design. Good branding immediately grabs the attention of a target audience and compels them to do business with your company.

MARKETING:
Marketing is everything you do to place your product or service in the hands of potential customers. It is the strategic act of telling and retelling your company’s story creatively to the target market through a series of advertising campaigns. A good marketing campaign evokes emotions.

ADVERTISING:
Is the vehicle used to get your branding and strategic marketing message out to your target market encouraging them to take action.

Why all the hub-bub?
We are far from the days when all a business owner needed was a business card, a phone book listing and a good product/service to be a successful business. Your company needs a strategically planned out brand to be successful in today’s market. Good brands tell relevant stories and entice your target to become loyal brand users.

Do you have any other terms you would like me to define?

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