I'm doing some research around my business and I'm really interested to know how different founders have approached branding their business, where they feel that fits in the business development process and how they would define branding itself.
There's a lot of contradictory and misleading information I'm finding out there in the wild... what has anyone's experience here been?
In the broadest sense your brand is what people think about you and branding is creating that impression.
But I'm a designer and when I do branding it's usually specific –a logo, identity, look and feel and voice. You want to be consistent, but it's hard to be consistent when you're a startup and have to change quickly. So the key is to pick a few elements and ideas to be consistent and vary what you need to vary.
Branding in the simplest way put to me is, an image you create out in the market to gain trust from your customers and increase the emotional value of your product.
Branding is how something makes you feel. Nike doesn't talk about its insoles, it talks about you can do it, being an athlete. Apple doesn't talk about all its retina display and facial recognition. It talks about being different and cool. It doesn't even talk about it, it doesn't things to make you think that its cool, different and super easy to use. When you develop a business, think about your strength in just one or two words and what does your product aspire in people? Hope that helps.
You are correct, a subject that has a very wide scale for discernment.
In college, we learned from current companies as to what they did and why for their brands. I think it starts with core values and the mission of your company in direct relation to your customer. To put it bluntly: The brand is you, your team, and the "what & why" delivered to your customer.
Ask yourself these questions?
The accumulation of these answers may serve you well. The hope is that your customer centric. Know your customers needs, then match that with your brand.
Brand is what define who you are. Without a strong brand, you are a blur in the background.
Just wrote an article on the subject for a partner:
Building a lifestyle through the relationship between product and customer. The original question would be, what can consumers do with the product you're selling. https://youtu.be/mnSgHLBpOpw | I found this informative and easy to understand.
Here's another way tp look at it...internal and external...most everyone is focused on external position and messaging (which changes based on conditions) and targets (which changes for each product. The position and messaging comes from and must be compliant with the internal brand DNA.
Most cows find it to be a real pain in the ass.