When you ask someone “What is branding?” you realise that you receive all kinds of answers:
- Branding is the logo design
- It’s a promise that a company makes to its consumers
- No, it’s the look and feel of a company
Well, these are not entirely off the mark, they are more like elements that form a brand, but they are not the definition of what a brand is.
A brand is more like a reputation.
A logo is a symbol/mark that is used to represent your brand, while a brand promise is a value/experience that your customers can expect to receive every time they interact with your brand. The look-and-feel of your brand builds an impression, but to build a reputation, that impression needs to be in sync throughout your company’s entire culture. In other words, your consumer has to feel that same impression throughout your products, services, your staff, and it should be the core reason that inspires and drives the entire company to do what you guys are doing.
For example, Starbucks has set out to build a reputation for providing a relaxing and enjoyable experience. Let’s take a look at what are the measures that Starbucks took to keep up with that reputation:
- Personalised Ordering – addressing their customers by name
- Ambiance – ensuring that all their interior captures a relaxing and enjoyable mood
- App – recording all of the client’s preferences and dietary habits
- Customer Insights – through informal chats to gather valuable feedbacks
- Constant Innovation – investing in technologies to make the ordering experience more convenient
Each step is centered around building the quality of the customer’s experience. Their mission statement “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time” further emphasises their strong sense of attention towards the detail of “One cup. One customer. One partner. One experience at a time.” and this cornerstone of the company’s philosophy and values is implemented consistently across all their outlets, worldwide. Of course, when we look at brands like Starbucks, we might think
“They are able to do all that because they are a big company, and they have capital.”
But branding doesn’t have to be expensive. What works for these MNCs may not work for you, but one thing is for sure, every company needs proper branding. You don’t need to spend hundreds of thousands, your brand can be built one step at a time. At Marqqee, we study and analyse each client’s business before recommending the best brand practice for their company that’s within their budget.
Related Article: How can Branding help my business?