There is a common misperception of branding. Most people associate branding with a logo or a visual symbol.  This is a frequent mistake because this is only one part of your brand.  Don’t get me wrong, it is part of branding but it is not the only part and it should be developed when your business has made major branding decisions.  Brand identity is the visual side of your brand but this only scratches the surface.

If you are starting or revamping your business this article will hopefully give you an insight into the power of branding as a major business tool.

It is imperative that businesses focus on building an integrated brand.  So what is integrated branding?  It is a process that focuses on what’s happening internally first and then focuses on expressing that externally.  If you are developing a brand you are creating experiences, experiences for your customers / clients.  So what is your brand made up of?  It is the sum total of your customers’ experience with you- their thoughts, feelings, memories, sights, sounds, smells, stories – all wrapped up together.  That is your brand.  The creative aspects express and convey that experience. So you must work on what your brand is and how you are embracing branding.

Brand = is the experience you create.

Branding = is the effort to control or influence that experience where possible.  It is made up of your core company values, the overall company focus, corporate identity, product /service development, offerings and benefits, customer services, using visuals through various mediums, public relations, advertising, social media etc.  A lot of people are writing about brand experience and the importance of living your brand. This ‘brand experience’ focus cannot be understated.  Brands that are successful are those that become known, are understood, and are different from their competition. How do you do that? Create an experience that your customers will relate too and create an engaging strategy to tell them about it.

This is a straightforward attitude, and one that can be implemented. A lot of small to medium companies like to do but shy away from thinking and analysing. Strategy is about thinking, analysing and planning.  The majority of the time we are operation focused or we want to see a tangible result. Hence, we feel comfortable defining a brand as the logo. A suggestion is to step back from your business and review where you are and more importantly where you want to go. Owner/managers are often too close to their own brand to develop a branding strategy. Step back and observe. Observe your actions, choices, your customers, staff, marketing programs, products/ services etc.

To sum up, a brand is much more than a logo. A logo is one element in an ongoing process. A brand should be unique, relevant, tell a story, and have foresight. It should be responsible, innovative, and strategic. It should set you apart from your competitors because your customers/clients are experiencing your brand values.

Therefore, branding is multifaceted and requires consideration and execution from the onset.

“Price is what you pay. Value is what you get” Warren Buffett.