A well-known term in the marketing world, but for entrepreneurs often a case of abracadabra or ‘it probably has something to do with my logo’. I’m talking about Branding. You’ve probably heard of it, but what is it exactly? And why is it important for your organization?

In this blog, we take you through the origins of branding, its building blocks, and the power it holds for your brand.

From branding cattle to brand experience

Branding is derived from the Old Norse word ‘brandr’, which literally means to burn. In the past, farmers would brand their cattle to indicate which owner the animal belonged to. This practice expanded to marking other farm property and various objects. Think of craftsmen who would ‘brand’ their work to show what they had made. As a result, people began to associate a certain value or quality level with the brand mark. And that is exactly what branding still does today!

Building blocks of branding

In this history lesson, we learn about three important aspects of branding:

Characteristics – How do you recognize your brand?

Whereas in the past the brand mark was on a cow, now it’s your logo, brand name, colors, typography, and tone of voice. Everything that makes your brand visible and recognizable. These brand characteristics do not stand alone, but also contribute to differentiation and form the basis of your brand perception.

Differentiation – What makes you unique?

If you had the strongest cattle back in the day, you had a good reputation. That still applies: people choose based on differentiation. What makes your product or service better or more attractive than the competition? Sometimes the difference lies in concrete product features, but often it’s in the intangible qualities such as experience, feeling, and trust.

Perception – What position do you occupy in the mind?

The intangible qualities of a brand? They differ from person to person, because they are shaped by all the associations with your brand in the mind. We humans form an image (perception), including a value judgment, based on experiences, emotions, and related feelings. Most of the choices we make are based on feeling. Moreover, it is difficult for people to behave in ways that go against their own truth. That’s why this perceived brand value is extremely important.

Building your brand

Branding is everything that contributes to a strong, clear, consistent, and recognizable image of your brand. Think of Cora from Mora, the orange lion of ING, or the iconic Coca-Cola bottle. The goal of these brand expressions is to build a strong brand that stands out positively from the competition and creates added value for the target audience. This does not mean you have to be the cheapest or the highest quality. Above all, you need to add value in the perception of your brand.

Your Brand Promise

The foundation of successful branding is a clear and credible brand proposition. This is the overarching promise you make to the outside world (external branding) – and to your own employees (internal branding). Do you promise to be environmentally conscious? Then disposable cups at the office are a no-go. Everything has to add up. Only then will you build a brand that people trust. Tip: check with every communication whether it aligns with your brand promise.

From Brand to Brand Preference

Branding is ultimately about influencing behavior: you want people to choose your brand. By having a clear and consistent brand identity, you build recognition and trust. This leads to a strong position in the minds of your target audience – and ultimately to loyalty. And let’s be honest: a loyal customer is worth their weight in gold. 😉

We’ll Help You Out of the ‘Branding’!

Are you overwhelmed by all the terminology and struggling to stay afloat in the world of branding? Then we’ll throw you a lifeline! 🛟 We’re happy to help you inventory, translate, and create your brand identity. From strategy to creation: we’ll make sure your branding is rock solid!