AKSourceLink Blog

Branding: It’s more than just a Logo

Posted by Melissa Houston on Feb 19, 2013

The other day, I had the pleasure of attending a lecture at the University of Alaska Anchorage by creative director, David Glenn Taylor; it was called, “Branding, Social Media and Customer Relations.” 

The presentation was quite thought-provoking and I found myself having many moments where I was like, “Huh, that’s so simple, why haven’t I thought of that before?”  What I discovered was that many people were like me: lacking the basic knowledge of what’s really behind the term “branding” and why it is so important.

A few key points I left with:

A brand isn’t a name or a logo…it’s a feeling

Many times when people think of branding, they immediately think of a fancy design that accompanies a business.  However, a brand is much, much more than that.  A brand is a feeling; it is an experience a customer associates with a company.  People don’t have relationships with products, they are loyal to brands.

Each experience is going to be different.  

Different customers will walk away will different feelings and experiences from a brand; it’s inevitable. A common mistake businesses make is trying to impose a feeling or experience on a consumer.  Taylor says, do not force a feeling on your customers; this will backfire every time!  It is important to facilitate a positive customer experience by always promoting the firm’s integrity and demonstrating exceptional customer service.

Be consistent.  Be clear.  Be creative.    

Consumers are exposed to around 5,000 advertisements a day; a major jump from 500 back in the 1970’s.  However, they are unable to absorb and process all of the ads, and are adapting to the bombardment by screening out a majority of them.  That is why it’s more important than ever to express creativity when trying to reach consumers.  Taylor also pointed out that consistency is crucial when trying to make an impression.  Establish where and how you will market your brand, and be clear with what you are offering.

Make branding a priority.

Branding often gets put at the bottom of the priority list for small businesses or ones that are just starting up.  This is a mistake, as a company's brand can be key to its success.  Branding should take just as much consideration as product development, funding, and return on investment.

For those who want to know more about branding and ways to be successful at it, Taylor also recommended the book, “ZAG: The Number One Strategy of High-Performance Brands,” by Marty Neumeier.

Content contributed by Leigh Cameron, AKSourceLink.
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