Brand and Brand Building in Advertising and Marketing

Brand and branding is possibly the most misunderstood advertising and marketing concept in small to medium sized business today. A brand isn’t a logo, a letterhead or a website. A brand is a promise. It’s emotive and it must be honest and true. Branding is not marketing. Rather it is an integral part of your marketing strategy. It’s also an important part of how you interact with clients, prospects, vendors, employees, and anyone else with whom you come in contact. Branding creates an image. In today’s busy, fast-paced market it may be harder for companies to stand apart from the masses, but the combination of the worldwide web and advancing technology has made it easier then ever to touch clients and customers. When it comes to brand, part of it is being unique, having something that sets you apart from the competition is important. What’s even more important it brand consistency and impact. Like building a home, a business needs a solid brand foundation.

A solid brand foundation, along with a solid business plan becomes the definitive road map, guide and operations manual for a business. Too many, the need for this may be incredibly obvious but it’s not uncommon many companies struggling their way through the nebulous world of business and marketing without being able to answer some of the basic and essential question about their business and business philosophy.

What do you do?
Who are your advocates?
How do you behave?
What are you like?
What makes you unique?

Brand development helps you establish a clear view and strategy of who you are and what you stand for. Once established it will become clear who your true customer are and how to reach them. Whether you are a small to medium sized business or a large corporation, establishing, and/or identifying your brand is essential to business success. With a solid brand foundations in place, a business has a solid set of guidelines to map out marketing and advertising goals of the business as well as act as a benchmark to which everything done must stand up to. If an advertising or marketing venture goes against the brand characteristics established in the brand foundations, it simply should not be done and it would be detrimental to the brand. With a lack of guidance from a brand foundations document, misguided actions and materials can cause brand dilution and and begin to confuse customers.

A few simple steps can save a company and put them on the road to recovery or added success.