Some people may think a logo is a brand when in fact a logo is just a small part to help identify a product. A brand is everything else that makes the product desirable. The brand sells an experience which is desirable to consumers. A brand is the "something else that comes with it". For example, Harley Davidson not only sells motorcyles, but the freedom and lifestyle that comes with it. A brand plays a large factor in making a consumer feel the need to support the certain product that is within the brand. Branding matters because it helps make the product unique. It is what makes a consumer choose one over the other (of the same product). For example, say a person goes to a store to purchase ranch. People will most likely choose Hidden Valley Ranch over an off-brand like Safeway. It is because Hidden Valley has made a name for themselves, a brand that makes them unique from other companies that sell ranch.
All great brands:
- In it for the long haul
- Can be anything
- Knows itself well
- Invents or reinvents an entire category
- Taps into emotions
- Has a story that is never completely told
- Is consistent in its design
- Is relevant
If a company can make their brand unique to themselves, that is what great branding is. For example, every time I go shopping, I will only go to certain places to get my clothes. It is because they way they brand their merchandise, it makes me, as a consumer, believe that those clothes are what I should be wearing. Those are the clothes that fit my style and set me apart from others. It is branding like this that makes people choose spending a little extra money at one particular place rather than another place that has the same item for a cheaper price.
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