Blog Entry two
WHAT IS BRANDING
A simple explanation as to what is branding is to say it is a name, term, sign, symbol or design, or a combination of all of these to identify the goods and services of one seller to differentiate
them from those of other sellers.
People think its creating a logo. However designing a logo is just the start of creating a brand.
A brand is made of of so many things like what values does the business stand for, what image do they want to project out, for example serious, friendly, environment concious, cheap, value for money,
the list goes on.
Branding is so important because it provides the direction of the business. Company's often re brand when their direction has changed.
For example as a start up business may decide that they want to project that they are a friendly helpful business to start. This would be done through a logo , possible using bright colours and chosen
imagery that backs this up on their website and other marketing items. But over years the business is successful and finds its their technical knowledge that has formed the success of the business-
they may then change their branding so they look more technical minded.
So to succeed in branding you must understand the needs and wants of your customers and prospects. You do this by integrating your brand strategies through your company
at every point of contact which then makes them feel you are the only supplier of goods or services for them.
SO WHAT IS A CORPORATE IDENTITY?
A Corporate identity is the visual, outward expression of the corporate brand.
It can be split into these parts :
1. Corporate design – This includes such things as logos, letterhead, uniforms, stationery, packaging designs, etc.
2. Corporate communication – This refers to designing websites, brochures, advertisements, mailers, commercials, press releases, public relations… anything that communicates with the general public.
3. Corporate behaviour – This encompasses the internal values and characteristics of the entire corporate culture and the employees who make it up.