But what is branding?
Let's go ahead and say what branding isn't:
1. Branding is not a logo.
2. Branding is not a matching graphic design.
3. Branding is not a product.
A brand is the all encompassing experience someone has with your organization.
It is the personality of the company.
It's how the organization makes you feel.
There are 2 aspects to branding:
1. Creating Personality.
It takes a lot to create a consistent, or change a consistent, organization's personality or identity. The organization’s work must reflect its mission, their values must be in sync with how they behave in the workplace, their design must accurately reflect their corporate attitude, their customer support should uphold the company’s promise. Make sense?
Just like a person. Their personality doesn't change. They may change clothes or they might change the way they look (logos, graphic designs, etc…), but their personality stays the same.
But a brand is not what YOU say it is,
it is what THEY say it is.
So it doesn't matter if you think you don't have a brand…
What are you telling the public and how are they perceiving it?
2. To Differentiate
The reason companies pay millions and millions of dollars to "branding" is because they want to stand out. They want to differentiate.
Bottom line is, the human mind only notices what is different.
So how can your company or organization be different? How can you stand out?
This is branding.