by: Alex Valderrama, CEO / Brand Strategist
The term “branding” is frequently misunderstood, not just by the general public and business owners, but even within the branding industry itself. Many professionals often misinterpret the term, causing widespread confusion about what a “brand” truly encompasses and how “branding” should be accurately defined. By shedding light on these concepts, we can unveil the substantial benefits that businesses can achieve through a comprehensive understanding of branding and its influence on their success.
Over the course of my career, I’ve often found myself explaining the core essence of a company’s brand to executives and business owners. A significant challenge is the diverse range of definitions people have regarding what constitutes a brand. Establishing a clear and unanimous understanding is essential for demystifying the role of a brand and its impact on business performance.
The general public may not need to fully understand the intricacies of branding, as they are not typically involved in the development or launch of brands. Nevertheless, they play a vital role as the audience for brand initiatives, contributing to the definition of a brand’s essence through their purchasing choices and feedback, which can be gathered directly or inferred from sales data. Business stakeholders, such as owners, entrepreneurs, and organizational leaders, are crucial in guiding their brand’s direction. It’s essential for them to understand the dynamics of branding and its effects on their operations. The difference between companies that effectively manage their branding and those that do not is often reflected in the longevity of their brand. A strong branding strategy provides companies with the foundation for sustainability, whereas those lacking in this aspect may struggle.
In my conversations with branding experts from companies such as Maytag, Principal Financial, Massey Ferguson, Wells Fargo, and Microsoft, I’ve observed that the fundamental principles of a brand initiative are consistent, no matter the size of the company. The foundational approach is universally applicable.
Why Is Branding Misunderstood?
Branding is frequently misunderstood because it isn’t a tangible entity; rather, it’s a construct in the minds of customers, shaped by their collective impressions of a company, product, service, or individual. The process of “branding” involves the strategic efforts by marketing and branding agencies to shape and nurture these perceptions to achieve optimal outcomes.
The confusion also arises from differing interpretations of what a brand signifies. Some people associate it with a logo, others with a product, and some even with the company’s owner. This misunderstanding becomes especially problematic when it comes from those overseeing a company’s branding initiatives. If key decision-makers lack a clear understanding of their own brand, how can they effectively convey and manage the brand identity of their company, product, or service?
To address the intricacies of “branding,” it’s essential to begin with a precise definition of a “brand.” This term originates from the Old Norse word “brandr,” meaning to burn, which initially described the practice of marking livestock to signify ownership. In contemporary terms, a brand is more accurately understood as the sum of experiences and interactions that customers have with a business, culminating in an overall perception or reputation.
Think about the analogy of meeting someone new: your perception of them changes with each interaction. In the same way, a brand is evaluated based on the overall experiences people have with it. As Brand Channel indicates, branding includes both tangible and intangible elements, such as functional and emotional benefits, which shape the beliefs people attach to a brand in its context (Grimaldi, 2013).
Branding is the intentional crafting of this perception. It is a complex and intangible process that takes into account every aspect of a company, including its products, services, culture, leadership, size, location, history, mission, vision, and communication materials. Developing a comprehensive branding strategy can take months, but when done well, it delivers significant benefits. It establishes a clear identity for the company, allowing it to compete more effectively within its industry and providing a stable foundation for marketing and communication activities.
In conclusion, a clearly defined brand is a cornerstone of consistency and trust, both of which are critical for customers to feel assured in their purchasing decisions and their engagement with a company. For this reason, it’s crucial for individuals involved in brand development to truly understand what constitutes a strong brand and to recognize its vital role in fostering business growth. A well-articulated brand not only enhances customer loyalty but also contributes significantly to the company’s intellectual brand equity, paving the way for sustainable success in a competitive market. As businesses navigate the complexities of branding, they stand to reap substantial rewards, including a distinct market position and a cohesive platform for ongoing marketing and communication efforts. Therefore, investing time and resources into developing a robust branding strategy is not merely advisable—it is essential for long-term success.
