Branding

In business, branding is important because it differentiates one business from others. Essentially, branding creates a unique identity for a business and establishes a recognizable “face” that consumers can identify with.

A business will use several strategies to create its identity and with this, promote its brand. Typically, branding starts with a logo that will represent the brand. The logo appeals to the consumer’s sense of brand identity. For example, a brand that is intended to draw the attention of a youth market will express enthusiasm, energy, and relate to current trends.

Where is Branding Represented?

Branding can be represented in the packaging of a product, displaying a logo on the product and also through media representation. Many modern businesses exist mostly as a brand—the value of the brand can often constitute a large percentage of the company’s monetary value. Promoting a brand carries into advertising, web design and public awareness campaigns like functions, music concerts, and sporting events. In many instances, the brand association is key to forming an identity. By promoting a brand at a specific type of event, the consumer will associate the brand with that event, this is evident in the promotion of sporting brands through athlete sponsorship.

When establishing a brand, it’s important to identify your target market and create a brand that will draw their attention. Market positioning is also important. Is the brand aimed at high-end consumers or is it intended to offer a low-cost option with an emphasis on value for money? Identifying the target market will establish a framework on which to base the branding concept and will affect every aspect from logo design to marketing strategy and brand placing within the marketplace.

For a step-by-step guide to help you define your brand, craft a persona and establish your brand’s visual assets that will reflect your brand persona, check out our Ecommerce Branding Guide.