Branding affects you whether or not you know of its’ persuasive force to influence your purchasing choices and habits. As a consultant or certified coach for parents or families, how aware are you of creating and using a brand?
Branding is a powerful marketing tool designed to work in concert with conscious and subconscious factors to affect decision making. Branding is impressive in the ability to impact opinion, and the ability has grown with the development of technology.
The best way to understand the power of branding is to review a few examples. You see how an emblem, logo, or picture makes your brain trust or not trust the brand, based on your personal experiences.
This connection between you and the brand image happens when you look at the brand. These brands do what they are supposed to do: You see, and you make a connection.
Branding Basics: What It Is and Who You Are
Many people assume that branding is a more difficult process than it is because we are inundated daily. Branding is so pervasive in our modern society that as consumers, we learn to accept it subconsciously. When we step back and look at the process, we see what a collective force branding has become.
Branding works on the idea that humans are designed to see patterns and to associate those patterns with specific expected results.
Branding takes advantage of this evolutionary predisposition to allow us to associate a business, products, and services, with particular concepts––a musical note, a shade of color, a shape or a phrase.
The idea is that the business and the concept become welded together in the minds of the general public through repetition. Our brains unconsciously associate the concept with the business.
Branding requires that the business behind the brand know exactly who it is, what it does and who it wants to attract as a customer. It is this steadfast and focused clarity on identity that makes the world’s best brands instantaneously identifiable. The companies with the most potent brands know who they are and know who their customers are. This clarity is what drives the brand and also what makes the brand successful.