The BIG Branding Controversy and How You Can Learn More
There’s a big buzz about branding right now.
I’m always curious to see what people are saying because I’m no stranger to the branding process. Back in ‘the day’ I used to work for an ad agency and I’ve worked on branding and image campaigns from start to finish (although, truthfully, branding is an ongoing process).
Anyway, there seems to be a lot of confusion about what branding really is. Some people think it’s a logo. Others swear it means creating a really cool television spot. And, others are simply mystified by the thought of branding.
To demystify branding for you, I’ll share the simple definitions that I included in the training materials I created for the Idaho Small Business Development Center several years ago. This clearly illustrates the difference between your logo and your brand because your logo is not your brand and your brand is not your logo.
Logo: An identifiable insignia that represents a company.
Brand: The overall impression and experience that your customers receive from your business.
Simply put: branding is EVERYTHING you do to create the overall experience and feeling that your customers get from doing business with you. Your logo is just one element of your branding.
With that being said, I’m interested to listen in to an upcoming call with my mentor Ali Brown and her mentor Anne McKevitt. They are going to dig into branding and share some dos and don’ts.
Anne is also going to share her thoughts on branding in relationship to social media like Twitter and Facebook. In fact, Anne’s going share exactly what she shared ? about branding that really caused a great BIG stir (and ticked a lot of people off) at Ali’s live Shine event last year.
I may just agree to disagree with her on that aspect of branding and social media. I believe there is always more than one way to do things. I won’t argue that her methods don’t work (look at what she’s done for Ali’s business & clearly she’s knows what she’s doing or she wouldn’t be a billionaire) but I will say there’s some real merit to social media.
And, although I don’t put my face on my business card (something Anne thinks is a branding mistake) I do know it works for many people - especially those active on social networking sites and live networking events. I’m personally am a bit of a rebel and break a ’branding’ rule by having my business cards printed on glossy, thick card stock and I don’t plan on changing that any time soon.
I’m going to listen in with an open mind and see what I can learn. Maybe I’ll change my mind. How about you?
Anyway, I’m curious to hear your thoughts and I’d love for you to weigh in before and after the call. You can save your spot on the call by following my affiliate link here
Meanwhile, what are your stuck spots about branding? Do you have a clear picture of the branding process? How do you see the branding process evolving in light of social media? What do you think about pictures on business cards? Don’t be shy, weigh in here.
Technorati Tags: Ali Brown, Anne McKevitt, branding, social media, Free Call, ? marketing, logos, Lisa Manyon, www.writeoncreative.com
January 22nd, 2010 at 10:41 am
Who knew that who you are and how you behave is your brand?
When I started this whole business thing I thought having the business card and the matching letterhead were my brand – and boy have I learned differently in the years since I started my business!
And as for glossy business cards – partially a mistake. I will keep my thick glossy business cards -but will have the back matte so people are able to write what they need to on the back. I hate trying to write on my own business card!
And I think pictures on cards seem to be reserved for financial advisors, realtors and insurance agents – or that seems to be the norm anyway!
My picture plastered all over FB is enough. I think that’s what the logo is for! When people look at my logo they remember me – or so they say!
January 22nd, 2010 at 11:03 am
Hi Cindy,
Great thoughts. Yes, your letter head, logo, envelopes etc. are not your brand but rather your identity package.
I personally don’t want my picture on my cards but I do see the value at live events when many of the attendees have connected via social networks.
Thanks for sharing.
Write on!~
LIsa
January 22nd, 2010 at 11:50 am
You are right, Cindy~ A lot of people think a business card and letterhead with the same colors and logo is your brand. And as Lisa pointed out, that is your packaging and it is important that your packaging is branded.
Your branding comes from inside of you, or your business. Who are you (or your business)? What do you stand for? What do you promise to deliver – every time? What are you an expert at?
The answers to these questions will bring out a “personality” profile that people will recognize and relate to at a deeper, emotional level. When your branding is right, it evokes a feeling in people. ~ Have you ever been with a Toddler when you drive past the Golden Arches? ~ Yes, that feeling!
A fun way to look at it is ~ “If your business were a person, who would it be?” Whoopy Goldberg? Abraham Lincoln? Oprah?
If your brand had a personality style, what would it be? A Maverick, like Harley Davidson? Or a Humanitarian like Paul Newman?
Getting to the core of your brand personality takes deep and thoughtful work, but it is also a really fun and enlightening process!
January 22nd, 2010 at 2:41 pm
Nice perspective, Laurie.
All aspects are a part of your business brand –even employees, VA’s etc.
Write on!~
Lisa
January 23rd, 2010 at 5:34 am
Hi Lisa, hope you’re fully recovered now. branding, as my students know, is one of my favourite topics because, IMHO, it is THE key to lasting business success but, as yuou write, is SO misunderstood. (BTW, interested to read that, like my ‘advertising ladies’, here, you also worked in an ad. agency. Wish you could be a guest speaker for my MarComs course students!)
January 23rd, 2010 at 5:38 am
Again, as you write, Lisa, for most people branding = logo = the picture (maybe, slogan) on my business card, stationery, etc. IMHO, the PRINCIPAL mistake is not realising the importance of Touchpoints (i.e. wherever someone comes in contact with you, your product, your business) to your brand. Again, as you write, the customer EXPERIENCE. One very well-known local telecoms co., spent millions on rebranding but was (and is) famous for poor customer service — result permanently damaged brand via Word-of-Mouth. (I can’t mention the name as I was a consultant for some of their consultants! LOL)
January 23rd, 2010 at 5:39 am
If you want a good, short definition: a brand is ?€?a promise kept?€™ (Blackett, 2003, p18). One of the most famous branding experts, Keller (2003, p4) defines a brand as: ?€?a product . . . [which] adds other dimensions that differentiate it in some way from other products designed to satisfy the same need. . . . [Achenbaum adding] ?€?what distinguishes a brand . . . and gives it equity is the sum of consumers?€™ perceptions and feelings about the product?€™s attributes and how they perform, about the brand name and what it stands for, and about the company associated with the brand.?€™
January 23rd, 2010 at 5:42 am
When I was researching my Masters, Professor de Chernatony, kindly provided me with his 2009 paper, ?€?Towards the holy grail of defining ‘brand’?€™, which I’ll quote from, here, (p105), where he defined a brand as: ?€?a cluster of values that enables a promise to be made about a unique and welcomed experience . . . a visionary promise that adds value to all stakeholders.?€?
January 23rd, 2010 at 5:42 am
The keywords, again, IMHO, being promise,value, and experience — NOT logo! (Hope that helps, Lisa.) I guess you’d agree with the vision part, too!
January 23rd, 2010 at 7:46 am
Hi Lisa,
There is one thing I always look forward, and that is to your blogs. I have learned so much from you. I only give my comment when I have something to say or when I am confused. Today?€™s Blog of yours has many things who are totally new to me, some that are confusing to me and some where I just might have questions.
Branding ?€“ for me as a Cattle & Horse Rancher branding always means putting my Brand (Ranch Logo) on the butt of a horse, cow and/or any other animal I own. This brand identifies my ranch, and every Cop, State Trooper; Texas Ranger in the State of Texas, and slaughter house in the Country has a copy of it. It is registered at the county and is to assure that so called rustlers (Stock thieves ?€“ yes they still exist) cannot sell stock that is stolen on my or from my property, and to assure that my neighbors know immediately, who is the owner of the cow that is straying on their property.
So far so good; But now you are telling me that branding is not my Ranch signature on the butt of an animal or my logo on a company stationary but rather my actions, my performance as horse trainer, Cattle breeder, business man, investor in my second company, my blogs I am writing and by whom I am identified by my readers?
For me branding has always meant that my Logo is my brand. I usually do not use my personal name on any company I run, that is why my company has a different name, my ranch is called – ?€?RockinL Ranch?€?; Land, Horse and cattle Operation ?€“ Because I always thought I am Identified by those names and their Logos. Whenever I call a slaughter house, horse trader or any other acquaintance they know my name and my Logo/Brand, that is how they identify me.
I will definitely listen to the show because now thanks to you I have the whole weekend something to think about. I am really, really confused now.
Not many people have the ability to confuse me, surprise me in a positive way and make thinking all weekend ?€“ you are so awesome and I appreciate your blog and all your insight you are giving me. I have learned so much from you.
Thanks for sharing your great thoughts with me.
January 23rd, 2010 at 8:46 am
Hi Chris,
Feeling MUCH better. Thanks so much. I LOVE your definition of brand in relationship to a brand being a promise kept.It’s always nice to discover new resources from you.
Write on!~
Lisa
January 23rd, 2010 at 8:48 am
Tom,
In your industry “brand” has two meanings. However, when you listen in on the call, you’ll see how they are both intertwined. When you think about the brand you use on your cattle — also think of the message it sends to people. I assume the officials automatically know it’s your ‘brand’ and they associate it with the way you do business, your business integrity etc. So, it’s all part of branding — your cattle brand included.
Write on!~
Lisa
January 23rd, 2010 at 12:49 pm
Delighted your much better, Lisa. If I have to give a short definition of brand, a promise kept is my favourire but I always emphasise the importance of a positive experience and value, too! BTW, I agree with your answer ro Tom, and, yes, brand DOES come from branding property, not just animals but ancient potters branded their wares as a sign of quality.
As I’m also a historian, it’s useful to remember that branding, in the marketing sense, really got under weigh when the Industrial Revolution started and people no longer had a personal relationship with the manufacturer (craftsman). The owner of the factory put his name to the products as a guarantee of quality (another meaning of a brand); i.e. he stood behind his product. It’s that guarantee of quality that STILL makes people pay a premium for branded over unbranded goods!
January 23rd, 2010 at 2:06 pm
Hi Chris,
LOVE the history. Thanks for including.
Write on!~
Lisa
January 26th, 2010 at 5:22 am
As always, my pleasure, Lisa. By explaining what branding REALLY is you’re doing a great service to your readers. Understanding what branding is (beyond the logo) is a big problem for my clients, too, particularly the importance of Touchpoints.
January 27th, 2010 at 3:09 pm
Nice work! Those dudes at your competition (you know who) don’t even have a clue! Keep em coming! Regards!
February 15th, 2010 at 12:05 pm
I work in the MLM Industry and have experienced the transition to selling yourself rather than the product or business opportunity. People like to buy from people they like and trust and you can’t establish all that in a business card. Thanks for sharing!
February 16th, 2010 at 10:55 am
So, true, Christine. It is all about building relationships and making sure your message sticks.
Write on!~
Lisa