In the days when just about everything was transported in wooden barrels or kegs, branding irons or stamps were used to distinguish a supplier’s merchandise from their competitors.
Recent trends such as ‘personal branding’(think Richard Branson or David Beckham) or ‘brand states’, where entire countries are branded to promote trade and tourism (South Africa – Alive with Possibilities) are redefining the parameters of traditional branding.
Branding in the modern day and age, with all the new media, is evolving and will continue to, because the marketplace is so diverse and dynamic. But the basic concept remains the same. You want your brand to stand out and be recognized in the consumer’s eye, mind and heart.
A solid logo and strong corporate ID are a great place to start, but there is so much more to branding than a company’s logo. There is a vast array of factors contributing to how your company is perceived by the public or consumer. There are emotional and subconscious attributes. Senses come into play, making it about experience.
It’s a reputation that can be good or bad and it’s impacted by your corporate image and the advertising campaigns you run to the uniform worn by your staff and even the personality of your staff members themselves. Weather your business is just beginning or mature and established, it still has a brand to build and everything your company does says something about who you are and the way you do business.