How to brand an organization [Solved]


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Last updated : Aug 30, 2022
Written by : Vernon Potters
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How to brand an organization


Comment by Sherwood Bramblett

why our brands important let's take a look at one of the best brands in the world coca-cola the total market value of the company is around a hundred and seventy five billion dollars but one asset in particular makes up about 75 billion of that and it's not the secret recipe it's the brand brands are both a strategic as well as a financial asset a strong brand creates customer loyalty and that increases the value of your company value which can grow if you continue to invest in the brand there are many other benefits of brands brands allow you to set higher prices for your products and services people associate higher quality to branded products and they'll pay more than for a generic version even when the two products are identical why because they trust the branded product more brands make and keep their promises once your product is branded you typically earn a higher market share while lowering your cost of sales loyal customers don't need to be marketed to as much with an established brand it's easier to launch new products when consumers see the brand's logo on a new product they instantly associate the brand promise to that new product from day one there are other benefits of brands than just the marketing advantages for example studies show that companies with great brands have lower employee turnover popular brands help companies recruit the most talented and passionate employees brands creates status and esteem for your company in the minds of industry leaders community leaders the media and financial markets like Wall Street but despite all these benefits it may not make sense for you to create a brand there are certain business situations where it would be a waste of money for example in completely new markets where there are very few if any customers you'd be smarter to invest your resources in growing awareness and interest in the category first if you're already the a leader with most of the market share creating a brand probably won't pay off if you're in a highly fragmented industry with hundreds or even thousands of small competitors a brand may not be able to reach enough customers to make it worthwhile if you're a business is such that you have only a handful of customers perhaps even one customer like the government branding won't do much so take a look at your situation before you jump right into it but if your business depends on creating loyal repeat customers a strong brand is the surest way to do it you the branding process has five steps first we have to define the brand and everything that goes into it a brand is a promise so we have to clearly define what that promise is and the core values behind it think of the values as the DNA of the brand at this step we also define how the brand links to your overall business and other brands that you may have brands don't exist in isolation so we have to give them a home so to speak somewhere in your portfolio we also have to define what are called brand drivers brand drivers define how the core values will be manifested into the marketing mix or key business processes that support the brand it's all the things associated with a brand that help you translate its value into actions the next step of the branding process is to position the brand essentially we are shaping how customers think about the brand we identify who those customers are what benefits they seek from your products and services and what they currently believe about those products and services versus the competition at this step we're making the direct link between the products value proposition and the brand promise once you define the brand promise and how its position in the market place you need to express the brand imagine the brand as a person a person needs a name a personality in an identity in terms of what they look like you do the same for brands at this step we create brand names and logos to help customers easily recognize the brand and remember the promise that it delivers at this stage it's time to build awareness of the brand and put it to work for you we do that by communicating it and we do that both internally to our own organization as well as externally to the market why internally your employees and distributors play a critical role in delivering the promise they create and deliver products and services that deliver benefits that customers expect given the promise the brand has made keeping a brand strong means we have to communicate continuously and most importantly consistently to reinforce the promise in people's minds if you don't brands lose their value and that leads us to the final step of the brand building process measure you want to measure the value of the brand or what we call brand equity it's what you accrue when you develop promote and deliver an authentic brand promise as brand equity increases company value increases you also measure the brand's performance is it living up to the promise and isn't doing what you expected it to for your business the brand building process takes time and money but if you do it right you'll create strong healthy brands that make your business more successful let's start building a brand first we have to identify the values of the brand remember that a brand is a promise and underneath that promise must be a supporting set of values they're like a foundation underneath a home for example if I make a promise to you it's because I believe certain things are important otherwise I wouldn't make the promise the same is true of brands that we created marketing think of brand values as the key behaviors or virtues of the brand that need to be expressed consistently day in and day out taken together these values form the essence or the theme of the brand they're like a belief system of the brand determining the brand values starts by understanding the overall marketing strategy of your business what kind of products and services do you offer what are the key trends and new opportunities in your markets who are your customers and who are your competitors given that what is your overall value proposition in the marketplace you've got to have a solid marketing strategy before you can build a solid branding strategy the two are closely linked for this course I'm going to use a hypothetical company that wants to create a brand for one of its new products let's assume we're in the watch business we're coming out with the new line of smart watches that integrate with other tech products like smart phones let's say that our strategy is to create a watch ideally suited for families but not just families in general we are targeting the parents specifically we want to position our watch as the ideal watch for moms and dads for now let's call it the parent watch remember that's the name of the brand not necessarily the name of the product itself now given our marketing strategy we want to create a brand that delivers this promise of being the ideal watch for parents we start by identifying the key values that this new brand must have for this promise to have any meaning to it so I start by listing beliefs that people might have about parents for exam


Thanks for your comment Sherwood Bramblett, have a nice day.
- Vernon Potters, Staff Member


Comment by Miquel

the term branding people use it interchangeably with logo design identity design or even sometimes typography and maybe we need to set the record straight I I know you're the best person that tells us what is branding Marty yeah so let's start with what branding isn't okay it's because it's not a lot of things people say it is not a logo okay a logo is a very useful tool for a business but it's not the brand it's a symbol for the brand a brand is not a product so when people talk about this brand buying this brand or that brand they're really talking about buying one product or another product the brand is not that people say the brand is a promise the company makes to customers and there's some truth in that yeah I mean it it does end up acting as a promise but that's not what it is either advertising people like to say well it's the sum of all the impressions that a company makes on an audience yeah well you know if you're trying to sell a lot of impressions I can see where that might be useful to you but from a business point of view why do they want that so and how does that help people understand what they're doing so none of those things are really what with branding is a brand is a result it's it's a customer's gut feeling about a product a service or a company it ends up in their heads in their hearts they take whatever raw materials you throw at them and they make something out of it but it's there making it they're creating it and so in a sense when you create a brand you're not creating one brand you're creating millions of brands like however many customers are people in your audience each one has a different brand of you so a brand is like a reputation right so it's your business reputation and everyone's gonna be a little bit different about what that reputation is and that's okay as long as you have a you've got it corralled mostly where you want it and that it's beneficial to the company so we tend to look at companies and designers tend to look at branding as from our point of view like we're this is something we're doing we're telling a story where we're making a claim or you know we're making a pitch and and that's what we do but that's not what a brand is a brand is the result of that and if you don't start there you don't know what you're doing you actually don't know what you do you think you know what you're doing but you don't so from a designer's point of view I mean I always tended to be this way it's like I just had a it was my gut feeling right about whether this is gonna work or not and then I would sell it as hard as I could get the client that's sign off on it from the clients point of view they're going well it's a checklist I got the you know I got the logo I got the got the tagline I got the ad campaign but check and they think they're done right none of that's right you know what's right is what happens in people's heads like what are we achieved like what's the reputation that we've created through the products were putting out and the design of the products the messaging we're putting out the look and feel of them our culture you know how does that affect people how our how our employees behave you know how is that affecting our reputation all that stuff counts so it's a big world and it actually takes in almost all of business not so much finance but finance is involved too because finance has to green-light all these things but almost everybody in a in a company is you know affecting the brand doing something with the brand doing it for the brand or hurting the brand so you you got to think of it that way oh yeah I could I didn't want to say one word because that was perfect this is unscripted Marty's just talking from decades of experience and writing and articulating this it's very clear to me


Thanks Miquel your participation is very much appreciated
- Vernon Potters


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How to brand an organization

How to brand an organization