Sitting on your sofa, surfing through the channels you may stop at a certain channel due to a catchy jingle of a biscuit advertisement or of an air conditioner being sold. Coincidentally, you are thinking of buying an air conditioner for your room. Later that day or week when you would go for buying an A.C, there are higher chances of you at least checking out the air conditioner in the advertisement if not buy it before any other options.
But the one that catches your attention immediately and the one you can relate to and the one that seems familiar would probably be the one you know before. That is the power of branding.
Some people are brands and some brands are people. Actually, it’s true on a generic level as well. How do we define people? Mostly by their traits, personalities, and special qualities which help us in distinguishing them from one and another. Brand is not only representative of a particular product but eventually it becomes the identity of product. Like we don’t say, “Pepsi soft drink” only using Pepsi would clear our minds what we mean.
You don’t become a brand in a day but through consistent behavior over time. Like, we are able to distinguish people and friends with a non-traditional habit or behavior very easily. Your most unique thing would be your branding position. According to Jeff Bezos for building reputation you need to do hard things.
“A brand for a company is like a reputation for a person.
You earn reputation by trying to do hard things well”- Jeff Bezos.
Your connection with the customer is most significant part of your overall strategy to build trust of your startup with the targeted customer. Branding helps not only in recalling but making and representing your product or service more trustworthy and credible before audience. And if people like your product they will identify with your brand name. For example, Cadbury Dairy Milk is associated with sweetness emotionally. Their branding creates feelings of sweetness and emotional connectivity with the customer. This really helps.
It is explicitly clear that Branding gives your product a unique positioning in a crowded market place. It is the unique flag that stands you apart from others. But the most significant advantage is the secret of your product’s identity that stays with them. It is more vividly explained by once an executive of Coca-Cola as the ultimate safe house of the company in case disasters and crisis in their productions.
“If Coca-Cola were to lose all of its production-related assets in a disaster, the company would survive. By contrast, if all consumers were to have a sudden lapse of memory and forget everything related to Coca-Cola, the company would go out of business”
Design includes the overall Vision, Values, and your Unique Selling Point (USP). You may also include your big idea while designing your strategy for Branding. It includes Name, Color, Logo, Typography, Sound, Shape, illustration, Texture and over all texture and environment as well. Everything needs to be clearly and painstakingly crafted to reach the customer heart and mind. For example, Intel has a sound which is very distinguishable.
For your startup you need not worry if your logo isn’t up to the mark. You can always evolve it. Even the big companies like Apple have evolved it too for making it more sophisticated and subtle.