An introduction to branding

Branding is not rocket science. It’s something we practice every day. It’s in our nature and is fundamental to survival. Branding is a huge force behind our behaviour and how we present ourselves. Sometimes we set ourselves apart from the crowd so as to attract attention and be noticed. At others we offer our services hoping to gain favour and opportunity from the community we want to impress. For better or worse, our brand is what we project. It follows that a better understanding of how brand works will unlock new opportunities and strategies. These in turn lead to improved performance and higher levels of achievement.

This introduction outlines the key principles behind the art and science of brand development.

Brand gives many benefits

Brand is more than just a logo or product on the high street. Branding is well established as the cornerstone activity of successful businesses. When the best principles and practices are applied it gives many benefits. Brand:  

>> Influences behaviour
>> Helps people belong
>> Affects the choices people make
>> Achieves loyalty
>> Creates expectation
>> Clarifies the difference
>> Makes you more profitable

The problem – incoherent thinking

In the context of rapid change, we all find it difficult to have anything more than a pretty good idea of where we are going. With a vaste array of options and worries, it’s no wonder we struggle when it comes to deciding what to do next, and then again after that. Without clear direction, and without clearly aligned values, businesses end up with incoherent thinking. Incoherent thinking leads to inconsistency, confusion and poor results.

Try applying the MAGIC test to see if your brand is working for you:

>> Meaningful. Is your brand coherent? Does it make sense to your target audience?
>> Applicable or appropriate. Is it entirely consistent with what you stand for and your purpose?
>> Got legs. Does your brand have an idea that is likely to go the long distance? Will it travel?
>> Irresistible. Is it infectious or something that people easily pick up on and want to share?
>> Creative. Does it engage people with a touch of fun, curiosity, innovation, or difference?

 

It’s all in the mind!

A brand exists in the mind and emotions as a halo of association and perceived benefits. It’s helpful to think of branding in terms of the human condition, that life-long journey to define who we are and how we go about achieving our hearts desire. Have you ever noticed how some people are totally clear about these things? These unique individuals have an amazing ability to generate awesome reputations and wealth. Think of Richard Branson or even James Dyson. Then there are towering figures like Mother Theresa and Nelson Mandela. Now think of Virgin, Lush or M&S. What can we learn from them?

Align values & apply consistently

Successful brand development depends on three things above all else: >> Singularity of purpose >> Coherent unifying idea  >> Consistent application. Organisations that have the most clearly articulated and applied purpose are the ones that capture the hearts and minds of stake-holders and customers. These model organisations find no trouble attracting new and sustainable business. The best ones achieve the best success when they apply their values consistently across all communication touch points.

Trust the process

There are three phases in the brand journey: 1. brand discovery 2. brand design and 3. brand implementation. By following this process you can uncover the true purpose of your brand.
For an established business struggling to adapt or focus, you might think of it like restoring something special like a garden. After a period of neglect, it’s original purpose is hidden by decay and dissorder. The brand process starts by seeking out your hidden potential. By looking at the surface, and then digging deeper under the skin of your business the original pattern, colour and form take shape again. From here it becomes self evident what’s needed to bring things back to their original glory or purpose. If you’re business is new, the same principle applies. In this case, the same process helps crystalise and make tangible your vague and uncertain objectives. Either way, your purpose and how it can be achieved is revealed.

About me

My passion is to facilitate an understanding of brand and identity as it applies to extraordinary performance and wealth generation. My goal is to give you a new set of tools and skills with which to find your true bearing. My customers are entrepreneurs and visionary individuals who value learning new strategies for success. I’ve had the huge privilege of working with and being mentored by great people and have over 30 years experience in the creative marketing industry and it’s my aim to share the tips and tricks I’ve picked up along the way. I am founding owner/director of Reading brand consultancy Designation since 1990 and founding director of London arts coaching and brand management business, Chordian Angels. I speak publicly on the subject for organisations like the Chamber of Commerce, Institute of Directors, Thames Valley Hub, Chartered Institute for Personnel Development and Schools and Universities here and abroad.

Arthur op den Brouw