What is branding and how is it impacting business today? 

Branding can be defined as the combination of business and marketing strategies that ultimately gain logical subconscious and emotional actions towards associations.  

– This definition creates a clear understanding of what branding is, and minimizes the confusion caused by specific industries. While none of the following definitions below are inaccurate, they don’t define branding. As branding seems to intersect within multiple industries, most business owners, unfortunately, receive misguided information.  

Designers define branding as a logo or an identity. 

Marketers define branding as advertising and association to the design.  Advertisers define branding as the verbiage or copy put out.  

Business experts define branding as how you can stand out and price point. 

But what REALLY is branding? In this post, we’ll tackle the definition of branding, understand its effects on businesses, and learn why consumers are subconsciously reactive to the businesses communications they patron.  

Businesses offering products or services have experienced unprecedented changes since the beginning of the pandemic. These hurdles have caused entrepreneurs and leaders to either reevaluate, or search for a solution to their normal daily operations.  

Businesses of all sizes have to not only supply a superior product or service, but need to differentiate from their competition. Establishing yourself within your market is crucial to reaching your target audience. 

But how can this be done? This is where we need to discuss how businesses use a combination of tools: business, marketing, and design strategy, to become a leader in their industry. Sure, it may seem like a challenge that will take years to face — but with this combination of assets, it’s more than possible. 

Defining branding in the 21st-century:  

Technology, consumer behavior, product development, and the overall climate of business  continue to evolve. Over the years, we’ve been able to study how consumers interact with businesses in a variety of ways. But with this growth, we need to step back and ask ourselves a question: why are we still using a definition created for branding over 40 years ago? While there have been a few ear-dropping statements on what  branding is. We have yet to truly redefine “branding”. Not only is this confusing, but it minimizes the impact on the businesses owner’s perception of this wildly successful business practice. 

The combination of business and marketing strategies ultimately gains logical subconscious and emotional actions towards associations. At the end of the day, branding comes down to businesses utilizing systems and research from strategists and idealists dating back to the 1900s. An example of one of these strategies is called the differentiation strategy. Primarily rooted in marketing, this strategy is a part of the ecosystem of branding approaches. Developed by Michael Porter in 1980; we see the study of this strategy used throughout different corporate companies, aiding in the establishment and growth of these businesses. This competitive advantage is only one of two options; the other being is cost focus. A focus of differentiation combined with marketing allows the business to price 

the product at a higher rate and eliminates the need for cost focus. It’s simpler than it seems; the creation of an inelastic good paired with a unique, solid branding strategy can change the customer’s perception of the business as a whole. 

Branding involves the communication of one company through verbal and visual association.  Using copyright, distinct verbiage, specific action, and design, a business should be able to clearly convey their company to the consumer. This association requires many elements but holds a strong focus on the business mission, story, and beliefs.  

Our brains have two parts, the conscious and the subconscious. Psychology studies have taught us that the subconscious part of the brain is not fully aware, but still influences decisions and actions. Within branding, there’s more than what meets the eye: successful businesses are able to target the customers on a subconscious level. We desire to be entertained, live a lifestyle, or do something that in turn businesses provide solutions for. Every consumer is different and that is why finding your target consumer is more important than the product itself. Once you find your target consumer, then you can construct and personalize your offering. 

Our current climate and how branding is affecting businesses:  

Since 2019, we have seen a shift in business and consumer behavior following the pandemic.. What some businesses might have called normal two years ago, are now parts of the past. While many negatives have come from the pandemic, very few businesses have seen a positive sales increase and customer acquisition rate. Those who have, have been able to differentiate themselves as needed. .. Along with innovation, businesses have started reconstructing and reshaping the consumer experience. This new consumer experience is now focused on a faster sales process, being more consumer-centric, and providing a solution that is not only superior to competitors but resonates with the consumer. This experience goes hand-in-hand with branding, as it has become more prominent in establishing and developing businesses. The reason why – branding focuses on the target consumer and creates the offering around them.  

 Marketing strategies are used for advertising, consumer research, industry research, and unique campaigns that will further brand and business growth. While marketing is vital to a  business, you can not simply market to a wide audience or communicate in a way that confuses the consumer. Branding is incorporated when you target the consumer and communicate a message indirectly through the verbiage, channels used (i.e Social Media),  forms of communication (i.e commercials), and what the ultimate goal is; allowing you to gain the consumer’s trust and build a brand relationship.  

Design is often confused as a separate entity, but is a marketing tool business owners can utilize to clearly communicate to customers. Design is encompassed as the brand identity or visual identity of one’s business; typically, we find design or identity can be defined as a logo. While this is true; a logo is not a complete identity but is one asset of the business’s visual communication. A true identity involves tone of voice, where & how you communicate, what emotion is displayed, the goals of the business, color theory, typeface, and then include the visuals such as a logo or media/print design.  Design and identity do not define branding but are a compliment to your company’s brand communication as a whole.  

The pandemic has given consumers a smarter and more advanced catalog of offerings right at their fingertips. While online and search engines have always been available, now the average consumer is more willing to purchase from a business they find on the internet.

Branding and its impact on business future:

Businesses have realized that customer acquisition goes up when you are supplying a brand over an offering. While the product is a part of the brand, that is not the main reason the consumer chooses one business over the other. With product shortages, resources, and industries of every nature impacted by the current climate, branding will assist the consumer in trusting a business.

The Harvard Business Review predicts that retail and products are both on a positive slope. “At the same time, the market has been rocked by the emergence of disruptive business models. You have, on one hand, the “monster ecosystems,” like Amazon and Alibaba, but there are also smaller disruptors in every category.” (McGinn, Daniel. “What Did 2020 Do to Retail?” Harvard Business Review, 28 Dec. 2020, https://hbr.org/2020/12/what-did-2020-do-to-retail.). 

The pandemic has influenced both corporate companies and small businesses to create an Omni-experience. An Omni-experience is the combination and utilization of both physical locations and an online presence. While this may sound like it doesn’t apply to service-based businesses. It is applicable through offering resources and information over an online experience along with their in-person services. Or in some cases over zoom or telecommunication channels that have broadened in popularity due to the limits caused by the shutdowns and social distancing. This Omni-experience also 

applies to businesses that do primarily online sales. While your products and services are generated through the online location, you have the opportunity to offer your products within  3rd party locations or through word of mouth networking which aids in the consumer experience before, during, or after the consumer journey.  

Implementing the businesses Mission, Story, and Beliefs:

A mission is set by a company to communicate why, how, what they do while also amplifying the consumer’s goal in a word format. This should not be necessarily told to the consumer but act as a vessel for all marketing and communication going forward.  

A story is more of an emotional cue over the mission that states analytical information. The story tells the consumer in further detail why the company is within their industry and why their offering is). It is key to stay within a positive tone of voice and line up with what you believe the goals of the consumer are.  

The beliefs relate to finding what your consumer cares about and then laying out how you affect that belief within an action. An example of this would be Eco-conscious factors of production or sourcing. You’d make sure the business and its vendors are aligned in their beliefs so the consumer can learn to trust the offering and the business.  

Branding defined is the combination of business and marketing strategies that ultimately gain  logical subconscious and emotional actions towards associations. Branding is a crucial piece to the puzzle of marketing & running a business; without it, brands face the challenge of being unidentified within a market. By implementing branding and researching based on needs, once can set their goods or services up for success in the long-run.  

Knowing that branding has changed over the last 40 years and is continuously innovating and  evolving businesses need to start utilizing this tool. With over 627,000 businesses opening  every year, industries and problems are becoming more oversaturated with solutions. The key  difference is that businesses show and communicate to their consumers in a way that gains  trust and shows authority within their industry.  

Here at BPROUDER, we live and breath branding. That’s why we want to share a little something with you. Download the BPROUDER brand guide for more information and to learn how our strategy can  help you brand prouder. be prouder.  

This guide will take you through the steps of branding and give you more insight into how  branding can be used as a marketing tool,with our email newsletter which will give you  an 8-day branding program to jumpstart your business’s brand.

Feelin’ in the mood to share?

(No we don’t mean feelings). We mean with a friend. 

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What is branding and how is it impacting business today?

Branding can be defined as the combination of business and marketing strategies that ultimately gain logical subconscious and emotional actions towards associations.  

– This definition creates a clear understanding of what branding is, and minimizes the confusion caused by specific industries. While none of the following definitions below are inaccurate, they don’t define branding. As branding seems to intersect within multiple industries, most business owners, unfortunately, receive misguided information.  

Designers define branding as a logo or an identity. 

Marketers define branding as advertising and association to the design.  Advertisers define branding as the verbiage or copy put out.  

Business experts define branding as how you can stand out and price point. 

But what REALLY is branding? In this post, we’ll tackle the definition of branding, understand its effects on businesses, and learn why consumers are subconsciously reactive to the businesses communications they patron.  

Businesses offering products or services have experienced unprecedented changes since the beginning of the pandemic. These hurdles have caused entrepreneurs and leaders to either reevaluate, or search for a solution to their normal daily operations.  

Businesses of all sizes have to not only supply a superior product or service, but need to differentiate from their competition. Establishing yourself within your market is crucial to reaching your target audience. 

But how can this be done? This is where we need to discuss how businesses use a combination of tools: business, marketing, and design strategy, to become a leader in their industry. Sure, it may seem like a challenge that will take years to face — but with this combination of assets, it’s more than possible. 

Defining branding in the 21st-century:  

Technology, consumer behavior, product development, and the overall climate of business  continue to evolve. Over the years, we’ve been able to study how consumers interact with businesses in a variety of ways. But with this growth, we need to step back and ask ourselves a question: why are we still using a definition created for branding over 40 years ago? While there have been a few ear-dropping statements on what  branding is. We have yet to truly redefine “branding”. Not only is this confusing, but it minimizes the impact on the businesses owner’s perception of this wildly successful business practice. 

The combination of business and marketing strategies ultimately gains logical subconscious and emotional actions towards associations. At the end of the day, branding comes down to businesses utilizing systems and research from strategists and idealists dating back to the 1900s. An example of one of these strategies is called the differentiation strategy. Primarily rooted in marketing, this strategy is a part of the ecosystem of branding approaches. Developed by Michael Porter in 1980; we see the study of this strategy used throughout different corporate companies, aiding in the establishment and growth of these businesses. This competitive advantage is only one of two options; the other being is cost focus. A focus of differentiation combined with marketing allows the business to price 

the product at a higher rate and eliminates the need for cost focus. It’s simpler than it seems; the creation of an inelastic good paired with a unique, solid branding strategy can change the customer’s perception of the business as a whole. 

Branding involves the communication of one company through verbal and visual association.  Using copyright, distinct verbiage, specific action, and design, a business should be able to clearly convey their company to the consumer. This association requires many elements but holds a strong focus on the business mission, story, and beliefs.  

Our brains have two parts, the conscious and the subconscious. Psychology studies have taught us that the subconscious part of the brain is not fully aware, but still influences decisions and actions. Within branding, there’s more than what meets the eye: successful businesses are able to target the customers on a subconscious level. We desire to be entertained, live a lifestyle, or do something that in turn businesses provide solutions for. Every consumer is different and that is why finding your target consumer is more important than the product itself. Once you find your target consumer, then you can construct and personalize your offering. 

Our current climate and how branding is affecting businesses:  

Since 2019, we have seen a shift in business and consumer behavior following the pandemic.. What some businesses might have called normal two years ago, are now parts of the past. While many negatives have come from the pandemic, very few businesses have seen a positive sales increase and customer acquisition rate. Those who have, have been able to differentiate themselves as needed. .. Along with innovation, businesses have started reconstructing and reshaping the consumer experience. This new consumer experience is now focused on a faster sales process, being more consumer-centric, and providing a solution that is not only superior to competitors but resonates with the consumer. This experience goes hand-in-hand with branding, as it has become more prominent in establishing and developing businesses. The reason why – branding focuses on the target consumer and creates the offering around them.  

 Marketing strategies are used for advertising, consumer research, industry research, and unique campaigns that will further brand and business growth. While marketing is vital to a  business, you can not simply market to a wide audience or communicate in a way that confuses the consumer. Branding is incorporated when you target the consumer and communicate a message indirectly through the verbiage, channels used (i.e Social Media),  forms of communication (i.e commercials), and what the ultimate goal is; allowing you to gain the consumer’s trust and build a brand relationship.  

Design is often confused as a separate entity, but is a marketing tool business owners can utilize to clearly communicate to customers. Design is encompassed as the brand identity or visual identity of one’s business; typically, we find design or identity can be defined as a logo. While this is true; a logo is not a complete identity but is one asset of the business’s visual communication. A true identity involves tone of voice, where & how you communicate, what emotion is displayed, the goals of the business, color theory, typeface, and then include the visuals such as a logo or media/print design.  Design and identity do not define branding but are a compliment to your company’s brand communication as a whole.  

The pandemic has given consumers a smarter and more advanced catalog of offerings right at their fingertips. While online and search engines have always been available, now the average consumer is more willing to purchase from a business they find on the internet.

Branding and its impact on business future:

Businesses have realized that customer acquisition goes up when you are supplying a brand over an offering. While the product is a part of the brand, that is not the main reason the consumer chooses one business over the other. With product shortages, resources, and industries of every nature impacted by the current climate, branding will assist the consumer in trusting a business.

The Harvard Business Review predicts that retail and products are both on a positive slope. “At the same time, the market has been rocked by the emergence of disruptive business models. You have, on one hand, the “monster ecosystems,” like Amazon and Alibaba, but there are also smaller disruptors in every category.” (McGinn, Daniel. “What Did 2020 Do to Retail?” Harvard Business Review, 28 Dec. 2020, https://hbr.org/2020/12/what-did-2020-do-to-retail.). 

The pandemic has influenced both corporate companies and small businesses to create an Omni-experience. An Omni-experience is the combination and utilization of both physical locations and an online presence. While this may sound like it doesn’t apply to service-based businesses. It is applicable through offering resources and information over an online experience along with their in-person services. Or in some cases over zoom or telecommunication channels that have broadened in popularity due to the limits caused by the shutdowns and social distancing. This Omni-experience also 

applies to businesses that do primarily online sales. While your products and services are generated through the online location, you have the opportunity to offer your products within  3rd party locations or through word of mouth networking which aids in the consumer experience before, during, or after the consumer journey.  

Implementing the businesses Mission, Story, and Beliefs:

A mission is set by a company to communicate why, how, what they do while also amplifying the consumer’s goal in a word format. This should not be necessarily told to the consumer but act as a vessel for all marketing and communication going forward.  

A story is more of an emotional cue over the mission that states analytical information. The story tells the consumer in further detail why the company is within their industry and why their offering is). It is key to stay within a positive tone of voice and line up with what you believe the goals of the consumer are.  

The beliefs relate to finding what your consumer cares about and then laying out how you affect that belief within an action. An example of this would be Eco-conscious factors of production or sourcing. You’d make sure the business and its vendors are aligned in their beliefs so the consumer can learn to trust the offering and the business.  

Branding defined is the combination of business and marketing strategies that ultimately gain  logical subconscious and emotional actions towards associations. Branding is a crucial piece to the puzzle of marketing & running a business; without it, brands face the challenge of being unidentified within a market. By implementing branding and researching based on needs, once can set their goods or services up for success in the long-run.  

Knowing that branding has changed over the last 40 years and is continuously innovating and  evolving businesses need to start utilizing this tool. With over 627,000 businesses opening  every year, industries and problems are becoming more oversaturated with solutions. The key  difference is that businesses show and communicate to their consumers in a way that gains  trust and shows authority within their industry.  

Here at BPROUDER, we live and breath branding. That’s why we want to share a little something with you. Download the BPROUDER brand guide for more information and to learn how our strategy can  help you brand prouder. be prouder.  

This guide will take you through the steps of branding and give you more insight into how  branding can be used as a marketing tool,with our email newsletter which will give you  an 8-day branding program to jumpstart your business’s brand.

Feelin’ in the mood to share?

(No we don’t mean feelings). We mean with a friend. 

0 Comments

Submit a Comment

Your email address will not be published. Required fields are marked *

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