When you here the term “Branding” do you cringe?
Most people do. They know they need it, want it and desire it. They know if done right their business will stand apart from the frey, but they are clueless about what it is. So how do we define something that seems intangible.
I would like to say it is not as scary as one might think. We deal with Brands each and everyday of our lives. We buy items based on what there qualities are, and what the company stands for, and mostly without knowing it.
Case Study: Nabisco
Nabisco started out years ago as National Biscuit Company, but we know them now in their present form. Nabisco is a brand onto itself.
<h6>In 1898, the New York Biscuit Company and the American Biscuit and Manufacturing Company merged over 100 bakeries into the National Biscuit Company, later called Nabisco. Founders Adolphus Green and William Moore, orchestrated the merger and the company quickly rose to first place in the manufacturing and marketing of cookies and crackers in America.
But Nabisco as a brand is not nearly as strong as the “Brands” in their arsenal. Ritz®, Wheat Thins®, Triscuits®, and my personal favorite Oreo’s®. Each one of these “Brands” has its own demographic, its own personality, its own tagline, its own vision. They may have a crossover in their appeal, but by definition are their own brand.
This is a HUGE company. I don’t need that for my small business.
Not true. Your company no matter the size is most likely competing with someone else for your targets money. They may be bigger, or smaller, but they are your competitor. As a graphic and brand designer, I have lots of competition. So I need to stand out.
The other side of my creative life has competition as well. I write children’s books and have a line of toys based on the characters. What sets me apart is that I have developed the characters, the world they live in, and the buddies themselves are all part of the “Brand”
What sets you apart? It isn’t your logo. It isn’t that flashy website. It isn’t even your product. It is you. Your values, your beliefs, your expertise in your field. It is your history and experience this is your brand.
What do “I” have to do with my Brand and why is it important?
In companies the size of Nabisco, Apple, Microsoft or Target, they need to set themselves apart. They are corporations, but they still compete in their markets for clients. They have to humanize themselves to be relevant to those clients.
People don’t buy solely based on a name. They buy because they like the value or values of a company. They buy because it fills a need, want or desire. Why do you by Oreos® over Joe’s black and white cookie? Joe’s cookies may actually be better, but no one knows who Joe is. No one knows what he stands for. So you buy who you know and from who you know.
“You are your Brand” in every interaction, in every smile, in every action. Think about your 3 best clients, Who are they and how did they start working with you? Did you meet them at an event? Did you meet them at your kids soccer game? What is your Brand really saying about you? Do you want to know more?