Have you ever wondered what branding is, and how important it is to your business? For many, when they hear the term branding, they think of logos, tag lines, key images and business colours. But branding is so much more!
The term ‘branding’ is talked about regularly today by business consultants, marketing, and social media experts. It’s difficult not to use the word when talking to business owners – for good reason!
“A brand is a customer experience represented by a collection of images and ideas; often, it refers to a symbol such as a name, logo, slogan, and design scheme. Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design, and media commentary.” (Added definition) “A brand often includes an explicit logo, fonts, color schemes, symbols, sound which may be developed to represent implicit values, ideas, and even personality.” (emphasis added)
The word brand or branding is a term familiar to cattle ranchers who at one time, and in some cases still, ‘brand’ their cattle stock by using a hot iron to burn their mark of ownership on their livestock. It is a term and practice that has been used for thousands of years to permanently mark and make it easy to recognize ‘ownership’ of animals and, at various times throughout history, humans. This seemingly barbaric practice is the root of the term ‘branding’ today.