Insights from our experts:
What is branding?
Consider a brand as the image or idea that people envision when thinking about your products, services and engagement with your company -- Both in practical and emotional ways. This car makes me feel powerful, for instance. It's not just the physical features that establish a brand but the feelings consumers develop towards the company and its products, well beyond benefits and features. This combination of physical and emotional cues is triggered when exposed to the name, the logo, the visual identity, or even the message communicated.
A product can be easily copied by competitors, but a brand will always be unique. For example, Pepsi and Coca-Cola taste similar, but for some reason, people feel connected to one or the other.
More specifically, in order to convince people to purchase bottled water, companies develop water brands, such as Evian, Perrier, Fiji or Volvic. Each one provides a different meaning to the product water:
– Evian makes you feel young
– Perrier is refreshing, bubbling and sexy
– Fiji Water is pure, healthy and natural
Try to understand what attaributes can be honestly atributed to your brand. Or, envision the attributes your hope to be associated with your brand and begin marketing to that asperational vision.