BRANDS ARE EVERYWHERE

A Company’s Brand is its Most Important Asset.

 
So much more than just supply and demand, brands play an increasingly important role in our everyday lives. Brands define who we are, how we live, our standards of living and ultimately, our quality of life. A company’s brand is its most important asset. Beyond the all-important human element, commodities simply do not sell themselves to unquestioning audiences. As the market enjoys ever-increasing choice and variety, brands (products, services and commodities) have to fight all the harder for their evolution and survival.
 
So How Do We Define A ‘Brand’?
 
A brand is a collection of images and ideas representing an economic producer; more specifically, it refers to the descriptive verbal attributes and concrete symbols such as a name, logo, slogan, and design scheme that convey the essence or core values of a company, product or service. Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design and media commentary. A brand is a symbolic embodiment of all the information connected to a company. A brand serves to create associations and expectations among producers and consumers. A brand often includes an explicit logo or identity, fonts, symbols and voice which may be developed to represent implicit values, ideas and even personality. The key objective is to create a relationship of trust, loyalty and consumer recommendation.
 
The brand, “branding” and brand equity, have become increasingly important components of culture and the economy, now being described as “cultural accessories and personal philosophies”. In non-commercial contexts, the marketing of entities which supply ideas or promises rather than product and services (e.g. political parties or religious organisations) may also be known as “branding”.
 
Some marketers distinguish the psychological aspect of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as the ‘brand experience’.  The psychological aspect, sometimes referred to as the ‘brand image’, is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service.

Marketers engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand is therefore one of the most valuable elements in any advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace. The art of creating and maintaining a brand is called ‘brand management’. This approach works not only for consumer goods B2C (Business-to-Consumer), but also for B2B (Business-to-Business).
 
A brand which is widely known in the marketplace acquires ‘brand recognition’. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said to have achieved ‘brand franchise’.
 
Consumers may look on branding as an important aspect of products or services, as it often serves to denote a certain attractive quality or characteristic. From the perspective of brand owners, branded products or services also command higher prices. Where two products resemble each other, but one of the products has no associated branding (such as a generic product), people may often select the more expensive branded product on the basis of the quality of the brand or the reputation of the brand owner.
 
Perceptions, Deliverables and Brand Promise
 
At Defined Branding, we believe our job is to help our clients build strong, enduring brands that inspire confidence and loyalty among current and prospective users. We believe in analytical research, strategic planning and creative solutions that truly sell. We understand the brand is the single most important asset any company has, that’s why we believe we can offer your company and its products the very best in creative thinking, branding and marketing, both locally and internationally. We have the credentials to plan and consistently deliver creative solutions. We know that it is the consumers’ whole experience of the brand in all its manifestations that creates the brand relationship, that garners loyalty and market share. We are all defined by the brands we choose to buy into, brand which enhance our personal identities and improve our lifestyles.

Our audiences are intelligent people and we should never underestimate their potential of understanding and insight. We would seek to use the power of creative media promotions, campaigns and communications to interest, inform, inspire and entertain audiences as well as sell the product, which is what makes branding and advertising an exciting industry to be in. It highlights the diversity of the human experience and inspires the spirit, making our world more colourful, quality-driven and culturally compelling.