Branding is the process of creating a special name or an image for a brand, product or service in the mind of consumers. It uses advertising and promotion that has a constant theme, image and tagline. A branding agency is at the forefront of this process, aiming to establish a major and unique presence for individuals and businesses in the market for attracting and retaining loyal customers.
In order to understand branding, it is essential to learn what brands mean. A brand is a concept or image of a product or service that consumers relate to through the identification of the logo, the name or the tagline of the company that owns the brand. Branding involves marketing of that concept or image to make it recognizable and identifiable with a specific product, personality, or service. A branding agency works for building brand recognition, good reputation and create a set of standards that the company meets or exceeds.
Every type of businesses and every size of business needs branding, even service professionals like accountants and attorneys. A business will require all-round branding to reach the ideal consumers. If your organization doesn’t have a branding platform, your business could just be wandering aimlessly down a path in an unknown direction. Therefore, it is important to have a branding agency that can give direction to exactly what your business represents.
There are many examples of successful writers, musicians, artists and products that use branding effectively. Here are few examples.
Successful Writers use Branding
Before J.K. Rowling released her Pottermore website, there was a lack of information, and a lot of mystery, and a lot of rumours. The branding effort made people curious as to whether it was going to be an online gaming site or something else. Eventually, it was revealed that the site was to give an interactive experience of Harry Potter, making it possible to download the novels and other materials. The mystery created by the branding agency drew most of the attention to Rowling’s site and created the same kind of mystery that the novels create. This is great branding.
Successful Musicians use Branding
There is hardly anyone in the world of music that was more popular than Michael Jackson. Jackson realized the importance of a brand image, and how he could build it through his fans. His distinctive uniform, the glove, and his signature moonwalk dance are all major elements of his brand. His work went beyond national and political boundaries, and even age, gender and race. More than half of the 750 million titles he sold were actually sold outside the U.S. Michael Jackson is also an example of someone whose brand went astray later in his career.
Successful Products use Brand Management
Coca-Cola was first created as a patent medicine towards in the later part of the 1800s. Asa Griggs Candler purchased the company, and his marketing strategies helped Coke become the top soft-drink on the global market. The first advertisement cited affordability and the “delicious” flavour. By the beginning of the 20th century, the company had an annual marketing budget of over half a million dollars, and currently, they spend almost $2 billion every year on marketing and branding.
The logo was registered in 1893 and it has never changed, thus retaining consistency across all Coca-Cola commercials and advertisements. In the last century, their branding agency used more than 45 different but memorable slogans. It is because of all these branding efforts that, Coca-Cola is the largest beverage company today.
The Need for a Branding Agency
Why do you need a branding agency when you have an in-house team or freelancers to support your branding efforts? Branding agencies consist of professionals with years of experience who understand how to tell a story and how to get an emotional response from consumers. These brand managers are specialized in defining your brand’s core identity and translating it into something consumers will love.
If you are an individual professional, a brand manager can take your business to unprecedented heights that you could not have achieved on your own.