Denise Seith & Co. Marketing, Advertising, Travel Writing

Branding is a big buzzword, but what exactly does it mean? Simply defined, a brand is the essence and purpose of what your business stands for in the minds of your customers—it is their impression of what they are purchasing—both tangible (physical) and intangible (subtleties and feelings). For example, Nike physically produces athletic goods, but Nike also "sells" speed, fitness, power, and style. An Allstate Insurance policy covers physical items such as cars and houses, but it also "sells" you peace of mind based on a "what if" scenario. A brand is not accidental; you must purposely SHOW & TELL the public what you want them to know and remember about your unique business. Branding is the foundation of good marketing—the way you will stand out and be distinguished by your unique capabilities. Common branding terms and their meanings include:

Brand equity: A brand’s valuation, sometimes quantitative, based on an audience’s positive and negative perceptions of its quality, relevance, scale, influence and similar factors.
Brand identity: The attributes, characteristics or personality that a brand aspires to communicate.
Brand loyalty: When consumers’ disposition toward a brand is so favorable that it makes it difficult for other brands to compete.
Brand positioning: The simplest expression of what an organization wants its products or services to stand for in the mind of a target audience. It is the nuts-and-bolts idea upon which a marketing message is built.
Brand strategy: The communications system that governs all points of contact with an organization’s (or product’s or service’s) stakeholders and directly supports the business strategy.

Learn more about Branding here.