What is branding? Is branding just a subcategory of marketing? Too often branding is just lumped into marketing or advertising and a business never really focuses on establishing a brand. This blog exists to disprove those myths and show how branding is essentially the core of a business and its most important component.
Branding is the actual “experience” a customer receives from using the product or service of a business. Marketing does nothing to improve a brand. Marketing may improve the awareness of a business, but the underlying experience and actual purpose of the product or service is not enhanced.
Brands That Stand ™ is about understanding brands, (as well as marketing, business in general, and other random musings) and I hope that you enjoy our new blog!
Posted by: Bryan Povlinski
Great blog, Bryan! I can’t wait to read more!
You’re right. Branding is by far the most important component of a business. Branding as an experience goes far beyond the measurable value of a product. E.g. A Nike product gives a consumer an experience of belonging to a brand representing athleticism. This brand has been painstakingly built through Nike’s sponsorship of FC Barcelona, Manchester United, Ronaldinho, Cristiano Ronaldo, et al. Similarly, Pepsi has the brand essence of refreshment, and the psychological feeling of being refreshed adds to the experience. Marketing or advertising can give a brand a prevalent presence in the market, but branding is what gives the consumer a form of bonding with the brand. I’m looking forward to more blog posts here. This has whetted my appetite, and I’ll be back here looking for updates. Cheers.