Branding is a somewhat obscure term.
In a sense, it encompasses all that your company is, basically giving consumers all they need to know in a nutshell.
Your brand is not what your company is or what is does, but rather, it is who your company is.
Think about famous brands.
When you think about BMW or Rolex, you don't necessarily think about cars or watches ... instead you think about luxury. Or, for instance, Apple.
Apple's brand is progressive, hip, and purchased by tech aficionados who are on the cutting edge.
Once again, a brand is not necessarily tied with a product, but instead, it is tied to an image.
Creating Your Brand
In order to create a brand in conjunction with a company, you need to decide what your company wants to be known for. Is it service? Is it products? Is it your customers?
In the article, "3 Signs That Your Business Needs a Brand," you also need to know that your brand matters to consumers.
Failing at this step of the game can make or break your branding success. Finally, find a hook and hold onto it.
Going back to the example, the company was up against software giant Microsoft when it unveiled its "Think Different" slogan.
With these two simple words, Apple was able to not only differentiate itself from Microsoft, but it also set itself up as the choice for rouges and trailblazers.
Essentially, it made Microsoft out to be a bunch of geeks while making Apple the choice for cool people.
Manage Your Brand
Once you've discovered who your brand is, you need to manage it. This means keeping up on all marketing materials and strategies over time.
It can be easy to overlook these components of your business, but they are vital to ensuring that your brand translates across various mediums and across a spectrum of demographics.
Essentially, you'll need to team up with your marketing professionals on a regular basis to see if the brand's message is still consistent and is resonating with customers and consumers.
In doing this, you have the chance to make strategic changes before marketing materials hit the streets or before marketing plans get placed in front of consumers.
You should also test your marketing strategy often to get a decent estimate as to how your brand's message will play out with consumers.