What is brand?

It’s a common misconception to think a logo, name, product or service is a brand. There are many definitions of brand but I think Marty Neumeier explained it best in his book, the Brand Gap: “A brand is a person’s gut feeling about a product, service, or a company.”

A strong brand standout in the competitive market. Why should customers choose your brand over other competitors who may in the market long before you. What makes your brand unique? What your business stands for, and against. Having a clear answer to these question is the first step of the brand journey yet it seems to be the hardest process.

What is brand identity?

Branding identity is the tangible assets of a brand but not limited to other senses including sound, touch, taste, and smell. In other words, brand is how a business presents itself and want to be perceived by its customers. It is brand identity that helps ignite brand awareness and distinguish one and from another. An ideal brand identity is not only aesthetic but also purposeful. We have covered an in-depth article about the brand ideal in the previous post.

Design plays a crucial part in creating a distinct brand identity. It includes the logo design, the choice of colours and shapes, typography, photography, and videography, etc. It is imperative that companies use these visual elements in a cohesive manner.

According to a statistics conducted by DesignRush, colour improves brand recognition by up to 80% and consistent brand presentation across all platforms increase revenue by up to 23%.

What is branding

Branding is a term that can be quite ambiguous and confusing to those who are not in the marketing and branding industry.

Simply put, branding is a process used to shape a brand, build brand awareness for the purpose of extending customer trust and loyalty. There are different tools company use to achieve the purpose:

  • Advertising and communication: including traditional advertising channels such as TV, radio, print ad, billboard, event, etc and digital branding like website, e-newsletter, retargeting, social media, search engine service, etc.
  • Cause branding: aligning your brand with a charitable cause, or corporate social responsibility.
  • Co-branding, sponsorship: partnering with other brands or sponsor events to achieve reach and exposure.
  • Brand experiences: Focus on improving customer experience in all brand touchpoints (in-store experience, product or service quality, customer service,…)
  • Brand identity: The use of visual identity including logo, colours, typography, images, etc.

What is brand strategy?

Brand strategy is a plan that ensures specific goals in short and long terms of a brand are achievable. An effective brand strategy incorporates the company vision and culture, business strategy and a profound understanding of its target customers.

A well-defined plan is the result of comprehensive discussions between the company’s stakeholders. Large size companies or global corporation usually bring in brand agency to articulate the branding landscape. Brand strategy is one the key components that determine if a business, especially for startup, to prospers or to collapses.

MailChimp consistently offers fun and pleasured experience in every brand touchpoints. The company cartoonist mascot, Freddie with a quirky smile accompany with a schoolhouse look wordmark, is a good representation of the company’s culture: making work fun, creativity and independence. This also reflects in its witty and friendly copy, fun usage of gif image or surprise gifts to its customers.