The Art of Becoming Knowable, Likeable and Trustable.
This word sounds so familiar and at the same time when thinking of how to define it a blank mind doesn’t come in handy. The intention of these next paragraphs is finding a way to get rid of that blank mind when thinking of the word branding.

Each day there are more new businesses and products, and with a competitive field that –thanks to the Internet- now reaches the whole world, brands are more indispensable than ever.

This concept has its history and while some might link it to the Old West, where brand symbols were burned onto the hides of steers and stallions in order to identify livestock that may have ventured, others go even farther back in time, up to the medieval age when makers would mark from a loaf of bread to gold and silver products. The truth is that this concept goes back 5,000 years.

The purpose of branding relies in to developing, maintaining, and looking after a positive image, high awareness and product preference in customers mind. In branding perception is the key, there has to be a clear definition of what a brand represents, what it stands up for, and what’s the first thing that pops up, in a consumers mind while thinking of the brand.

Branding terminology is a language unto itself, Branding for Dummies, presents some important terms:

Brand: A promise about who you are and what benefits you deliver that gets reinforced every time people come in contact with any facet of your business.
Brand Identity: The marks that visually present your brand, the foundation of your brand, usually in the form of a logo, symbol or a unique typestyle.

Brand Image: the set of beliefs about what your brand in and what it stands for that exist in the customer’s mind as a result of associations with you and your name.

Branding: The process of building a positive collection of perceptions in your customer’s mind.

Brand position: Hoy your brand fits in with and relates to various other brands within your competitive market.

Brand management: Controlling the presentation of your brand identity and brand message across your entire organization and through all media and communication outlets.

Brand Equity: The value of your brand as an asset, based on its qualities, reputation as well as the commitment and demand it generates. A valuable brand results in customers relationships that secure future earnings by developing brand passion and loyalty.
Back to Blog.