Jason’s Insights regarding branding:
Take into consideration that everything you perceive is branding; also consider that everything you perceive was branded by you. Sports teams, automobiles, companies, and even the sunshine and rain are brands and part of a marketing strategy. You’re probably thinking “WHAT?” The sunshine and rain cannot be brands! Think about this… What company placed sunshine in a bottle, and which one used the rain as a means to sell a product?
- Coloring – picking and setting the mood
- Logo – the shape of things to come
- Consistency – maintaining the status quo
Branding stems from that knowledge that human beings, such as you, either find or don’t find value in a product or service. It has never been as simple as “liking” or “disliking” something; it has always been deeper. Simply liking or disliking something is a surface perception, and as a marketer or business owner, you want to know about the “WHY?” Otherwise, how could you ever adjust your market or product presence?
A perfect example of surface perception is, ask a child who dislikes mayonnaise why he/she dislikes it. You’ll first get a simple yucky face, and then maybe a simple answer such as “I don’t like that stuff.” That doesn’t help you prepare for your next purchase because the child isn’t telling you “WHY.” How would you know if a mustard and mayonnaise blend, such as Hellmann’s Dijonnaise® would be liked? You definitely need more information to pull that one over on the little bugger!
Branding the details of big three benefits…
1) Color: Human beings (that’s you again) observe the world visually first, so the best place to start is with color. Choose colors that represent your company and voice when marketing to the world. Bright colors might grab you, but are they too tight a grip? Lighter colors are quiet, but are they too dull and put you to sleep? Thinking about your brand, choose colors that emotionally connect your brand to your environment. For instance, if you were a restaurant owner, you wouldn’t want your color concept to include Pea Green. WHY? Pea Green is not an appetizing color and is more associated with other unmentionables.
2) Shape: Logo, we all go! Continuing on the path of color, you reach the edge, that edge is the shape of your logo. Think of ancient cave drawings and the stories they told without using words. The study of Semiotics has been around for thousands of years, so that makes your job a lot easier (if you read Latin). The research of signs and symbols has already been done, so how does your logo relate to your story? How do you communicate your products or services without words? Your Logo is not just a colored shape; it is the means by which customers are told who and what you are without speaking.
3) Consistency: Focus on time line details; at the very moment a customer interacts with your brand, through his/her cognitive process, and after the close of a sale. Your goal should always be to maintain a consistent emotional connection, which leaves your customer with a personal relationship to your brand Identity. As for me – Don’t advertise fine dining and serve me burgers! Understand how the world views your brand, and what your brand does for the world. Create your identity and let your customers run home with it.
BTW: Sunny D® sold you sunshine and Rain-X® sold you windshield wipers! That’s branding…