Expertise says marketing is all about the brand. To be true, the brand is the core of the marketing world. In this digital and disruption era, the brand becomes more important. A very strong brand will be easily recognized by the public. But, what is the definition of a brand in marketing anyway? Below is anything you need to know:
1. Brand Definition
The definition of a brand in marketing is a trademark, sign, symbol, design, words, picture, or a combination of all of that. It identifies and characterizes one product or service to another. Therefore, there are important elements of a brand that determine public trust. These elements hold an important key in brand success.
To be able to build a strong brand, the company must apply several elements. Thus, a brand must be promising something and make it happen. Also, the brand must give a certain identity to the public or consumer. Most importantly, a brand must create a unique selling proposition.
2. Branding Identity
Branding is a compilation of communication activity in a process to build and enlarge the brand. A company needs to brand its brand to create public awareness. Furthermore, a company would want the public to see their brand is the only solution to their problem. So, branding is about winning people’s choice.
Branding is consisting of components. There is a brand, logo, visualization, speaker, voice, and tagline. Branding a product means to manage the brand on your packaging, uniform, product design, and yourself. Thus, a symbol or logo is important in branding. For example, people would recognize a BMW car only by their logo.
3. Purpose of Branding
A brand must represent the company’s vision and mission. Additionally, everything or every employee must represent and grasp the company’s brand. Meanwhile, the purpose of branding is to deliver a clear message to the audience. Also, to create customer loyalty.
Branding is also to create public perception. When the public is aware of your brand’s message, they will assume a certain perception. For example, when people talk about coffee, Starbucks is always the first thing that crosses in mind. People trust in Starbuck for fast service and a good cup of coffee.
4. Branding Management
If you did develop your brand, then branding management is an activity to monitor and maintain it. Branding management ensures the consistency of your brand. Sometimes personal branding is also something to create. That is why it has to be managed.
Branding management makes sure your customer or audience is loyal and happy. Also, it can boost more awareness of the brand by gaining a larger market. Additionally, when your brand is well managed and people trust in your brand, you can charge more for your product. People will buy it anyway.
5. Type of Branding
As mentioned before that branding is an activity to campaign a brand. Therefore, that campaign could be product branding, personal branding, corporate branding, geographic branding, and cultural branding. Every type has the same goal, that is to promote the product and to gain trust and awareness.
A brand can be human too. Obviously, Steve Jobs is Apple. Well, of course, Apple is not always about Steve Jobs, but it’s proof that human is also a brand. So, the definition of a brand in marketing changes from time to time.