Branding is defined as the promotion of a particular product or company by means of advertising, distinctive design and public relations.
The following are short sentences that I associate with the term Branding.
- The essence of the marketing process is branding the minds of consumers.
- Branding is not about whose business you’ll accept; it’s about whose business you seek.
- A brand is the source of a promise to the consumer
- The brand is an easy way for people to break through the clutter.
- Brands are how businesses make their product or service stand out from the competition.
- Branding tells your prospects what they can expect from your product or service.
Branding is everything working together to relay a message, experience, feeling, and promise. A brand is made up of many components, included are such things as: Color, Tag line, and Logo.
Brand identity is defined as a combination of visual, auditory and other sensory components that create recognition, represent the brand promise, provide differentiation, create communications synergy and are proprietary. (A detailed presentation of and how to build a brand can be found in the Marketing section of the education section in BizQuack).
Now let’s focus on the title of this blog, Singularity.
The most important aspect of a brand is its single-mindedness.
Some of you are old enough to remember the game Atari; it used to be a video game, the leading video game as a matter of fact. Then Atari tried to become a computer. Now Atari is a brand that has lost its life because it lost its singularity.
When designing a brand, determine what you want it to represent and the promise you want it to convey. The most important thing is not to change either one.
Tips & Advice by Nick Petra, CFP – Founder of Strategic Duck and BizQuack
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