Branding and brand awareness are both critical to the success of a business. While they’re two different things, they do go hand in hand and it is important for you to understand how they work together in making your business visible to the public.
What do Branding and Brand Awareness Really Mean?
Branding itself is the art of giving your brand an identity. You give it a name and a visual logo, all of which convey some sort of message about what you do and what you are about to the public. The brand – especially the design of the logo – becomes something the public can recognize when looking for a certain category of products. It sets you apart from your competitors.
Branding is also about knowing who you want to communicate with. Who is your audience? Where will you advertise? If you have created a product geared towards athletes, you don’t need to target an entire geographic area – only the athletes in that area.
Brand awareness is the result of your branding efforts. Do your customers see your branding efforts and draw the relationship between your brand and your product; or are they unsure of what your brand represents. Worse, do they relate your brand to a competitor’s product?
In terms of brand awareness, you want people not only to relate your brand to your product, but to your philosophies as well. Your brand’s purpose should be meaningful and inspirational, driving consumers to take action. When consumers see your branding efforts, they should think positive things about your company – about friendly customer service, a quality product, and community support. The more positive the public perception of your brand, the more likely people are to spend money on what you have to offer.
Branding and Product Marketing
Branding and product marketing also go hand in hand. Yes, you need to advertise that you sell coffee, for example; but you also need to show consumers that your company’s brand is the better choice for any of a number of reasons. In that regard, brand building, product marketing, and public relations all become inter-related.
Need help figuring out what it all means in order to grow your business? Contact WSI today to connect with an expert who can help you design the branding and marketing solutions you need to take your business to the next level.