• Ray Green, Jr.

What is a Brand anyway?

BRANDING originated in ancient times when tradesmen imprinted trademarks on their creations. Later, they expanded the use of trademarks to label personal property. These tradesmen were essentially using these marks as a representation of quality, ownership, and reputation.


A BRAND can be defined as a person’s feeling as they experience your product/service. It is simply an overall business or personal reputation. Coca-Cola’s brand is known for producing an exciting, joyful, freeing, memorable, inclusive, and refreshing experience. This perception is from collective individuals stating their feelings after an experience.

Now, the act of “BRANDING” is making an attempt to influence the way your business is perceived by customers. Through tactics, visual influences, audio suggestions, and behavioral sciences you can make fair assumptions of how customers may react to your product/service.


BRAND STRATEGY is a process used to strategize your customer’s experience by identifying your business’ core values, personality, and rules of engagement that express your “WHY” to customers through their product/service experience.


BRAND IDENTITY is the visual expression of your business’ personality into a set of cohesive words, pictures, and colors. Brand identity is the visual representation of what your business values. Your business’ visuals are a large part of how a customer understands your vision, goals, and values. It is important to maintain clear visual communication for quick identification of your business’ products/services.


BRAND TOUCHPOINTS are locations where customers interact with the company. Store fronts, signage, websites, phone messages, uniforms, and customer documents are only a few examples of brand touchpoints that help shape your customer’s experience. Think of brand touchpoints as your business’ tentacles of reach. It is important that your brand touchpoints also reflect your values and promises to customers as a business owner.


BRAND MANAGEMENT is keeping a regular pulse on the operation of your brand touchpoints to ensure your customer’s experience is exactly as you have imagined. Using multiple tools such as: social media interaction, discussion boards, and customer surveys are a few ways to collect information on your business’ current reputation in the market.


While the subject of branding your business can seem overwhelming at first, remember that a brand is simply your reputation and the act of branding is you presenting yourself well. If you keep in mind why you started your business, you will begin to genuinely build a strong brand.

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