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What’s In A Name? The Huge Value Of Branding

Have you ever wondered how global brands like Coca-Cola and IBM make it to the top list of global brands? Well, aside from years of guaranteed quality service, one of the major factors is having a reputable trademark or in layman’s term, a brand.

Top Global Brands

In October 2011, Interbrand, the most prominent brand consultancy in the business sphere, launched its top 100 global brands. Among the top 5 were Coca-Cola, which has topped the list many times in a row; IBM; Microsoft; Google and General Electric (GE).

These five have been reigning in the list for years now, serving the public with quality products from beverages to computer software, electronics and other services. But how? Stop wondering anymore because it’s all about branding or how they have established their name to the consumer public.

What is branding?

You may have asked yourself what it is and what it does. Is it different from advertising and public relations (PR), or is it basically part of them?

Before you do PR and advertising, you first have to conceptualize and establish your brand.

  • Branding is the first stage that a company must undergo to establish its name and build its reputation.
  • It is a way to fulfill a company’s long-term goal of being known widely in the market.
  • It is your brand that you introduce, reinforce and use in your other marketing campaigns, serving as the product or service’s identity.

In the American Marketing Association dictionary, branding is a strategy “to develop a strong brand reputation” that can result in positive recognition and feedbacks.

In order to be successful in branding, it is obviously important to have a brand or a trademark, in legal terms, that will stand out among the competitors and that will make a mark in the minds of your consumers.

Related: Can A Brand Belief Help You To Be More Successful In Today’s Tough Environment?

More than just the brand name and logo

Branding is not only about establishing a unique yet intellectually-thought brand name, designing a memorable logo, creating the most fancy yet remarkable slogan and advertisement, and organizing events to increase recognition; it is also about how a company carries itself in a pool of competing industries.

Branding: Face and Reputation

Also for branding purposes, it is important that your company’s credibility is not marred by unhealthy issues that can turn consumers off. In this way, you will be able to build your reputation and open more opportunities for your company.

  • Having good and flawless reputation can open more connections not only to fellow businessmen in the industry but also to your consumers.
  • Connection and communication between you and your consumer is very important, and a well-crafted branding strategy can help you win their hearts.

For example, Coca-Cola has been there for hundreds of years and is still being trusted by consumers. The reason behind it is the way the company reaches out to its target market—a healthy company-consumer relationship.

Related: Brands Are Created By Visionaries, Destroyed By Caretakers. What Are You?

Reaching out to consumers: Building the bridge

Branding is important in establishing a connection between consumers and the business or company. As you establish your name or trademark, it is necessary to not only know the products or services you offer, but also your target market. In this way, you will know how to reach out to them to motivate consumer loyalty.

Getting consumer loyalty in a very competitive industry is no walk in the park, but it is achievable even through simple means. For one, you can start by being open to your consumers for their questions, complaints, feedback and other concerns.

  • Consumer feedback is important since you will know how consumers view your product and how to improve it based on such information.
  • It can also help establish your brand among competitors and introduce your product to consumers who are unfamiliar with your brand.

 Taking the edge against competitors

Rising above your competitors banks largely on two things: credibility and consumer loyalty. These essentials are linked, as branding will not be successful if one of these goals were not achieved. Credibility breeds consumer loyalty, and consumer loyalty is hugely anchored on credibility.

 Personal Branding

Even individuals can take advantage of the benefits of branding, establishing a reputation for themselves and being able to sell themselves better.

  • For job hunters, presenting themselves with a particular “brand” or identity allows them to make a mark in prospective employers’ minds, making them more memorable and more likely to get hired compared with other applicants.
  • Even in the corporate setting, branding is deemed important not only for the company, but also to its employees. If branding per se can make a company stand out from others, personal branding can also make one shine among other office personalities.

When you brand yourself and your work well, you will gain expert status in which people will come to you for expert advice and opinions. These will make you a household name or an authority figure for journalists and for the industry.

Personal branding is also an edge for you because you will be trusted not only by your employer or by other business people, but also by the consumers. Consumers will put their trust in you because they think that you know much better. This way, you can gain more confidence that you can do more to provide quality service for other people. And as a personal brand, it is also important to take care and increase your market value because yes, business is still business.

Related: Boost Your Personal Profile To Grow Your SME Business

 Establishing your brand

It is not only worthy to know how important this marketing essential is; it is also important to know establish it. Know, communicate and innovate. Know what you are and what you can do. Communicate your “edge” and build good and strong connections with your target market. Innovate to bring novelty, sustain and strengthen consumer interest, and consistently provide quality and ever improving products and services.

How do you brand? let us know in the comments below!

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+John Abrena is a freelance blogger that writes topics on technology, finance, and marketing. He usually blogs about Online Marketing and Gaming at As The Ghost Speaks , his personal blog.

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  • Hi John, Nice post, branding is important but for me, a more authentic branding is now where it’s at. I think Gary’s post post above demonstrates this really well:

  • John – great insight and advice, especially in the way you highlight several top brands and demonstrate the similarity to a smaller business, and yes, our own personal brand. Well done.

  • Lewis

    Really nice written, this could be taught at the start of business school, wraps it nicely up. Branding is at the base of understanding marketing. Coca-Cola is of course one of the most well-known, powerful and long-lasting example of a right approach to the “brand problem”, but I would have spent a couple of sentences on Apple, since it especially relates to the times we are living in. A fine example of the different entities that constitute a brand: image, logo, consumer loyalty, reputation… I’m not an Apple fanboy but one has to admit they pretty much nailed it to a science.

  • Andrew Marshall

    Thanks for the great welcome, Sian! The big challenge for many people is making the time to wrestle with innovation. It’s not enough to learn how to innovate, if you don’t practice you will not create the kinds of breakthrough solutions you seek.

  • Lance E. Carlson

    Innovationists pay attention here. #1 above the language has has been the doom or in the very least the delay and frustration of many a great idea.
    Thanks Drew, looking forward to more.

  • Hi Drew, It appears that there is some confusion within organisations as to what innovation is and what it really means. It strikes me from your post that innovation is very much a direct result of creating the right structures and culture, but many businesses don’t really know how to do just that. Is it fair to assume that because customer needs change frequently, there must also be lots of opportunities for employees to be innovative? Welcome to Tweak Your Biz and thank you for a great first post.

    Happy New Year, Niall

  • Emad Rahim

    Thank you for your comment and kind words. I love the topic
    of startup and entrepreneurship. Educating people on these two topics is a job
    that I am passionate in.

  • Emad Rahim

    Hello Nishadha – Thank you for your comments. You are correct. HR is often overlooked during the startup phase and only implemented when there is an issue with team members and other stakeholders. It is in venture growth and an HR department is often established.

  • Hey Sian, Just want to give big ups for your warm welcome.

  • Innovation in communication technologies is like add-on in business. Business communication apps make your communication faster, secure and much more easier. Great article Daniel. Earlier, my company was using Yammer, but now we have moved to TeamToq for better options. Just try this next generation app an make your business more secure and faster.

  • Daniel: I found your post via BizSugar. I will explore the concept of value billing.

  • Daniel Matthews

    Very cool Martin, definitely not a bad idea.

  • Daniel Matthews


  • Great tips! Number 6 and 13 resonate with me. Love the new wave of entrepreneurs coming through, so exciting to see what happens next!

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