What is Branding?

Are You Knowable, Likable and Trustable?

Branding Personal Branding can be the most influential tool for success in your self-marketing toolkit. You can identify, package and sell who you are to build a personal brand that results in business growth, influence, and income.

The American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.

Branding is more about the following of rules because if you don’t follow those rules, things don’t look the same and people won’t remember you. When you put out your marketing pieces, you want to create a similar look and feel so that people remember you. And you want that similar look and feel on everything you create.


Here are three key things you need to develop a strong personal brand:

1. Get clear on your personal strengths, talents, values, and core area of expertise. Understand how you connect best with people. Consider what your target audience needs and wants, and then identify the value and the experience that you can deliver to meet those needs and wants. Communicate in ways that reach into the hearts and minds of your target audience and connect with their core values and deepest desires.

2. The personal branding process is about having self-awareness of your strengths and talents, and then letting everyone know about your gifts, talents, and experience. It’s about giving a clear impression of who you are, what you value, what you’re committed to, and how you can be counted upon to act. Your branding statement must provide a clear, concise view of your unique set of strengths and tell why you can do it better than anyone else. You need to be able to state clearly and unequivocally why you are different than everyone else, and what services you offer that make you unique and set you ahead of your competition.

3. Consistency is one of the keys to building a strong personal brand. Be aware of being consistent in every interaction you have, both in what you say and how you respond. Establishing a Professional Brand is absolutely critical to long term, sustainable business growth. In an overcrowded marketplace, if you’re not standing out, then you’re invisible. Branding your products and services will give you an edge over your competition and enhance your value to your target market.

A successful brand is one that forges a strong emotional connection with its audience.
Your brand is the source of a promise to your consumer’s.
What is Branding and How Important is it to Your Marketing Strategy?

The objectives that a good brand will achieve include:

  • Delivers the message clearly

  • Confirms your credibility

  • Connects your target prospects

  • Motivates the buyer emotionally

  • Concretes User Loyalty

    A Brand is the sum total of how the public feels about a particular thing
    Below are examples of well-known brands that achieved success with stirring emotion with their target market:

    • Volvo = Safe

    • Jeep = Rugged

    • Breyer’s = Natural

    • Häagen-Dazs = Indulgent

    • Apple = Innovative, Cool

    • IBM = Business, Conservative

    It makes sense to understand that branding is not about getting your target market to choose you over the competition, but it’s about getting your prospects to see you as the only one that provides a solution to their problem, a cure for their pain. People engaged in branding seek to develop or align the expectations behind the brand experience. You must create the impression that a brand associated with your product or service has certain qualities or characteristics that make it special or unique. A brand is therefore one of the most valuable elements in your advertising theme. It must demonstrate in an emotional way, what you have to offer in the marketplace.

  • A brand can take many forms, including a name, sign, symbol, color combination or slogan. The word brand began simply as a way to tell one person’s cattle from another by means of a hot iron stamp. A legally protected brand name is called a trademark. The word brand has continued to evolve to encompass identity – it affects the personality of a product, company or service.

  • Any successful brand is successful by standing for something in the minds of its target market. Changing what you stand for is almost impossible unless you don’t stand for anything. A brand that stands for something is a brand that is forever locked into its position.

  • Some people distinguish the psychological aspect, brand associations like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand, of a brand from the experiential aspect.

  • A Brand is the sum total of how the public feels about a particular thing

  • Below are examples of well-know brands that achieved success with stirring emotion with their target market:The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people, consisting of all the information and expectations associated with a product, service or the company providing them.

  • Any form of branding essentially means being recognized. A positive website brand image means that your potential customers will recognize your brand and begin to associate that brand with a particular product or range of products.

  • The personal branding concept suggests instead that ‘Success Comes from Self-Packaging’.

  • Branding Is More Than a Pretty Logo A lot of websites and website owners mistakenly believe that creating a brand means a compelling and relevant name, and well designed logos and web pages. While these are a part of website branding, they are far from being the whole story. In fact, every aspect of your website and online business needs to convey your brand image. This includes design, narrative voice, advertising, and marketing. Customer communication is equally as important, and provides the opportunity to strengthen your brand even further.

  • Your brand resides within the hearts and minds of customers, clients, and prospects.It is the sum total of their experiences and perception of you or your business, some of them you can influence, and some of them you cannot.

  • A strong brand is invaluable as the battle for customers intensifies day by day and more business come Online to reach their target market.

  • It’s important to spend time investing in researching, defining, and building your brand.It’s a foundational piece in your marketing communication and one you do not want to be without it.

  • You do this by integrating your brand strategies through your company at every point of public contact.

  • A Definition of a BrandThe first thing you need to understand is that a brand is not a logo. Nor is it a name, typeface or color. It is not on your business card, part of your website or in your brochure. To understand the value of a brand and how it can make or break your business, you need to grasp that it is some much bigger and far more intangible than any of those things.

  • Non-profits, perhaps even more than other organizations, need to be able to tap into these emotions. Ultimately, non-profits are trying to get people to rally behind a particular cause. People not only need to like them, they need to believe in that cause.

  • Your first step should be to do a brand audit, where you take a look at every piece of marketing material you have produced, as well as surveying what others have said about you. This includes traditional media as well as online and social media.

  • Google yourself and your business, see what results come up. It may surprise you.Do a search on Google Keyword Search Tool. Type in your URL and see what keywords Google is ranking you under. Make sure they are words pertaining to you and your brand image.

  • More tips for branding your website: Include your logo on all your web pages.

    • Position it at the top left of each page

    • Make it memorable and meaningful

    • Don’t just use text and/or clip art

    Have an About Section.

    • This page should include all relevant information about you and your business.

    • Include your contact information here as well. Make sure people can contact you.

    Complement your logo with your slogan that summarizes your business or websites purpose.

    • For example “There are some things money can’t buy. For everything else there’s MasterCard”

    Have a consistent look and feel to all your pages.

    • Use a color scheme and layout that are clearly recognized across your site.

    • Choose a font scheme and use it throughout your site.

    Create a favicon.Find out how to create one

    • Favicons are those little icons that show up in your favorites or bookmarked links in your browser.

    • It can also appear next to the URL in the address bar.
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2 Responses to What is Branding?

  1. Fay, I really enjoyed reading your article on branding!
    You are exactly right! Branding is so important for businesses
    in order for them to be able to stand out from their competition!

    As a Website Designer, I go above and beyond to incorporate one’s brand
    in every aspect of their business or non-profit organization by creating their
    own unique website design, advertising, and marketing to help them to reach
    their target audience for their products, services, or cause.

    Thank you so much,

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