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- Understanding branding
- Looking at trends and a gallery of brands
- Positioning your brand in the marketplace
- Integrating images and style
- Developing a business promise
- Creating a style guide
- Trademarking your brand
- Tying together the print and web site design for a brand
- Avoiding common mistakes
Skill Level Beginner
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?