The Basics of Branding

Claire Small's picture
Authored by Claire Small
Posted Thursday, January 10, 2019 - 7:26am

When you think of household names like Vogue, what’s one of the first things that come to mind? It is probably all things high-end and fashion.

This isn’t coincidental as every major business that has seen such a level of success likely has a strong branding team behind them. Brands are what connect with people, not businesses, so knowing how to brand is essential when running a company. It isn’t something that you can necessarily master overnight, but by having a clear vision of who you are and what you represent, you’ll get better at branding. Here are a few basics of branding you should know.

What is Branding?

Before you can think about branding, you need to know what it is. Cambridge Dictionary defines it as:

“The activity of connecting a product with a particular name, symbol etc. or with particular features or ideas in order to make people recognise and want to buy it.”

In summary, branding is about moulding the public’s perception of your brand through your marketing efforts. Branding is so crucial, as it is what distinguishes you from other brands and connects you to your target market. Understanding what branding is and what it means for your business is the first step in doing so effectively.

Defining Your Brand

The next step in effective branding is defining your brand. This is one of the most difficult parts as you have to dig deep and discover who you are as a business and what your core values are. A few questions to ask that may help you define your brand are what your company’s mission is, what qualities you want people to associate with your company and the benefits of your products and services. Ultimately, your branding should address the needs and interests of your target audience if you want it to be effective.

Sharing Your Brand

Once you’ve been able to successfully define your brand, the next step would be to share it with your target audience. There are numerous mediums that you can do this through, and here are some below.

Messaging: Your messaging is a significant aspect of your branding as it is how you communicate with customers and prospective customers. Think about the key messages you want to communicate about your brand and how to integrate that into all of your activities. Think about hiring professionals like as they can help make sure your messaging is consistent throughout your social media, website and other content.

Logo: Your logo is one representation of your brand and for many, the first they will see. Determine the best way to visually capture your brand based on how you defined it and what you represent. You can outsource this to a firm who has experience designing logos and fits within your budget.

Tagline: A tagline can help people quickly decipher who your brand is and what they’re about, especially if it isn’t evident at first glance. Make sure when putting it together, it’s meaningful, concise and impactful. If you’re struggling to find one, try using a slogan generator.

Tone: This often refers to the voice of your brand and how you communicate. You want to use a tone that will help you connect with your audience and one they can relate with. Consistency is also critical, so use the same tone across all platforms.

Be True

Once you’ve been able to define your brand and integrate it into all of your activities, the last thing left to do is be consistent. Before posting any content or carrying out activities, check to make sure it aligns with your branding and that it is as authentic as possible.