[Photo by Drea Torres]
Let’s get a little analytical for a minute.
Nike. Apple. Google. Microsoft. Coca-Cola. Facebook. Disney. McDonalds.
What do all of these brands have in common? You know exactly what brand I’m talking about when you hear it’s name.
Now I have an assignment for you: take a second to think about your personal feelings about each of these brands, or other popular brand names that you are familiar with.
[Here is a list of the world’s most valuable brands according to Forbes]
What do you think about? What stands out to you? Why do you think certain aspects of that brand are stronger in your mind?
This is exactly why I absolutely love the concept of branding. What I didn’t realize before working in marketing, is that branding is so much more than a company name and a logo.
It consists of a brand personality, morale within the company and overall reputation.
Brand Personality is something that cannot be created in a day or a week. It takes time to establish a voice through social media platforms (my personal fav), and by creating a common dialogue and culture between employees that will be showcased beyond the walls of an organization.
If you think about it, it is very difficult to create a common voice for an organization made up of different personalities and levels of superiority. You want everyone involved in the company to have discussions about your brand, to hold same perspectives about what you are trying to build and to positively showcase the idea you have created. Once an organization pulls this off, however, relationships with external sources are strengthened.
Company Culture or Morale is so necessary when it comes to branding. A positive brand derives from a positive atmosphere which is created by being conscious of strong internal morale. If you are happy with your employer, you will be more inclined to spread positive vibes about your experiences.
Company Culture is sometimes reflected in minuscule ways like a review online or a side conversation, but that doesn’t make it any less important.
Overall Reputation is more difficult to manage, but so key for a brand. Reputation kind of stresses me out, because like high school rumors can be spread in minutes. I do believe, however, if the brand personality and internal morale is strong enough, reputation management can be dealt with more efficiently because your bases are already being covered.
Branding is much more significant than simply creating a logo, font, and tagline for an organization. It’s a constant battle of strengthening and showcasing the work that is put into an organization every day.
Branding is constantly improving a strong idea.
Branding is hard work, and that’s why I love it. The work you put into it is what you will get out of it, and you have a chance to be a voice for an organization you are passionate about.
Go create a brand. Be a part of a brand.
An idea. A movement. A conversation. A personality. A voice. A culture.
And rock it.