Branding is sometimes misunderstood, which isn’t surprising considering that the word “brand” has wildly different definitions, many with negative connotations. Here are a few:
- Mark (an animal, formerly a criminal or slave) with a branding iron.
- Mark indelibly
- Describe (someone or something) as bad or shameful
- Assign a brand name to
- The promotion of a particular product or company by means of advertising and distinctive branding.
As a full-service advertising, we focus on of course #5, but before a brand can be promoted, the best gems about that company have to be identified so that they can than be utilized in messaging that will be shared across all the brand’s channels including social, print, TV, and radio as applicable. The importance of branding cannot be overstated in our opinion because it informs everything an organization does and says. To help inform our blog series about branding, we’ve rounded up five articles that have grabbed our attention recently and the gems from each to help you reflect on your brand and if it’s time to refresh or upgrade yours.
- 5 Big Branding Trends for 2015 by Creative Bloq
We love this blog focused on the new ‘human era’ of branding because it ties directly to one of our core values: connecting with audiences emotionally. The blog states:
“Today's admired brands are flatter and less centralized than those before them. They listen to the world around them and are open to their customers' input. Their delivery is more intimate and personalized, and also more inclusive. They realize that customers seek not just to buy something, but to buy into something.”
The colorful infographic above focuses on some of the key consumer behavior trends to be prepared for: mobile first, scrolling, e-payments, visuals, authenticity and perception via Google. Are you ready?
Our three favorite? “What is your brands story?”, “How do you align your company and product brand stories?” and “What strategies must you use to tell your story effectively using social technologies?” (See a pattern there?).
- The 4 Elements of Better Branding Your Startup in 2015 by Entrepreneur
Don’t let the word “startup” through you; this article is full of relevant information about branding no matter where your business is in its lifecycle. The bold print? “Start telling stories, take a stand, defy expectations, and focus on great design.”
- 15 Marketing Trends for 2015 by Branding Magazine
This quote alone should make you eager to read the rest: “When it comes to the future, it’s been said that there are three kinds of marketers: those who let it happen, those who make it happen, and those who wonder what happened.” Which will you be?
What branding tips have caught your eye recently? Let us know!
Other posts in our branding series: