Easy-to-follow video tutorials help you learn software, creative, and business skills.Become a member
To successfully develop a brand we need to understand what branding is all about. There is much more to brand development and just making a logo. Let's take coffee for example. We don't choose coffee based on a logo, right? We may choose based on factors like the experience we have at the coffee shop or the aromas and taste of a store-bought coffee that we brew at home. The American Marketing Association defines a brand as a name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers.
Branding is what sets apart and gives value to products and services that address the same need within a marketplace. The true meaning of marketing means maximizing relationships. Relationship building comes from new contacts, existing contacts, and referrals. One of the core pieces of relationship building is solidifying trust. We build trust with branding in the same way we build any relationship, through understanding, communicating, and connecting. Brand development and management helps us communicate, connect, and clarify what our concept is all about.
This happens through visuals, messaging, and experience. Branding can include elements like name, tagline, logo, graphics, and colors. For some brands, sensory elements like sound, smell, and emotions come into play. Branding envelops how current and prospective customers feel about a product, service, concept, or individual. How do you want people to think, feel, and talk about you, your organization, product, or service?
Get unlimited access to all courses for just $25/month.Become a member
Access exercise files from a button right under the course name.
Search within course videos and transcripts, and jump right to the results.
Remove icons showing you already watched videos if you want to start over.
Make the video wide, narrow, full-screen, or pop the player out of the page into its own window.
Click on text in the transcript to jump to that spot in the video. As the video plays, the relevant spot in the transcript will be highlighted.
Your file was successfully uploaded.