When trying to explain what branding is all about, many marketers will start off with the textbook definition and then go on to show you how branding today is so much more. Sometimes that can be an exercise in futility because of all the layers that good branding involves. In the process of trying to show you how branding has evolved over the years, something gets lost in the translation. Instead of comparing what brand used to mean to most marketers with what it has come to mean today, let’s take a look at some examples of good branding. With that, you’ll understand why it is vital for your marketing strategy.
When Is a Coke Not a Coke?
Does that sound like a children’s puzzle to you? Perhaps it does, but not if you’ve ever lived in the Deep South! The Coca Cola (Coke brand) Company has done such a good job of branding that people who live in states like Georgia or Tennessee often refer to any carbonated soft drink as a Coke. In fact, any cola is referred to as a Coke but actually, Coke is a brand name of the Coca Cola. It’s the ‘real thing’. A Pepsi is a cola but not a Coke.
In some southern states, you’ll hear people say they are going to the fridge for a ‘Coke’ and return with an orange soda or a root beer. To them, Coke is a drink that satisfies their thirst and is bubbly. That’s how effective Coke’s marketing has been over the years, making ‘Coke’ a household word.
Kleenex and Band-Aid to the Rescue
When web development and marketing companies like eventige.com seek to build a brand for their clients, they look at how good branding also made Kleenex and Band-Aid household words. When you have the sniffles do you reach for a facial tissue or do you ask for a Kleenex? When you have a paper cut on your finger do you ask for a small bandage or do you ask for a Band-Aid?
While all Kleenexes are facial tissues and all Band-Aids are small bandages, the reverse isn’t true. Not all small bandages are Band-Aids and not all facial tissues are Kleenexes. This is an important point if you want to truly understand good branding. Yes, Kleenex brand does manufacture other types of tissues but the brand name is most often associated with facial tissues.
Velcro is another one that has become a household name! Would you ask for “hook and loop fastener” or Velcro? Most people don’t even know that “hook and loop fastener” is the proper name for that item. That’s marketing at its very best.
Branding Is What People Perceive You to Be
Good branding is important because your brand is what people perceive you to be. Poor branding can actually be the death of your company! Some of the best products went under because of what consumers perceived them to be while other not-so-special products captured a booming market. Much of that can be attributed to marketing. A good marketing company can take a mediocre product and turn it into a goldmine through effective branding strategies.
If you want people to think of your company when looking for your products or services, the surest way to make that happen is to hire a top-notch marketing firm to help you develop your own personal brand. Branding, then, is vital to your success because it is what sets you apart from the competition. Want to own your market? Develop an awesome brand and you’re well on your way to the top.