Product Branding Tidbits
What is a Brand?
Brand is the image of the product in the market. The American Marketing Association (AMA) defines a brand as a name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers. Therefore it makes sense to understand that branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem. A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace.
A brand which is widely known in the marketplace acquires brand recognition. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said to have achieved brand franchise. One goal in brand recognition is the identification of a brand without the name of the company present. For example, the McDonalds Arch has been successful at branding with their particular double yellow curve, which it used in their logo.
Why Does Your Organization Need a Logo?
One of the reasons to have a logo for your business is that you need potential clients to remember you. If you have a really cool or memorable logo that speaks true of your company, that’s a step above a company without a logo and in business you need every advantage you can get.
A logo not only gives your business an identity or a face, it also distinguishes you from your competition and it gives you a change to show potential customers why your business is the best match for them. Without good logos, your business has no face, it has no identity. Give your logos some time to settle in the minds of your customers and prospects and eventually you begin to be recognized by your logo.
A logo makes you look more established. These days you cannot even think of professional websites without professionally designed logos. Logos are among the first thing that appear when you visit a URL or a company web page and puts color and shape to your stationery.
I always start all my designs with the company logo or a product brand. To me, it can be the smallest image in an ad, but it should be the most prominent and most visible in marketing.