At Displaysense, we want to help you succeed in the world of business and help you understand and dominate your chosen market. This is why we have created a range of resources and tools to help you flourish in business, including our latest addition which tackles the subject of ‘brand’ and ‘brand identity’.
Keep reading to find out what a brand is, what the benefits of having a brand are for your business and some examples of good brands. You can take some inspiration from the brands showcased, and we have some top tips that you can use to create suitable branding for your business. Brand and branding are important for any business in the current climate, but why? You’ll soon find out.
What is a brand?
In business, a brand is a product or service consumers use to distinguish it from other services or products. This makes it easier for said product or service to be marketed. Branding qualities often sit with its personality and delivery and determine how a consumer identifies or perceives the service or product.
How are brands identified?
There are many ways in which a consumer can identify a brand; understanding these will give you a foundation to work from when crafting your brand.
One of the most important parts of branding is the logo. This visual representation can help users understand when they see your products, and an instantly recognisable logo can help raise your brand awareness.
think of some of your favourite brands and their slogans. Some examples include
- Nike: “Just do it.”
- Disney: “The happiest place on Earth.”
- Tesco: “Every little helps.”
- McDonald's: “I’m lovin’ it.”
- Specsavers: “Should’ve gone to Specsavers.”
- Kit-Kat: “Have a break…have a Kit-Kat.”
Benefits of branding for a business
Although it can be tiresome, time-consuming and difficult to maintain, branding has its benefits which include the following:
|Brand Awareness/Recognition||When your brand is instantly recognisable to users, they will think of you first when they next need to purchase your product. This helps cut advertising and marketing costs as you will already be in the consumer's mind.|
|Word of mouth marketing||If a consumer is impressed with your brand, let's say your tone of voice is funny, or you pride your brand on ethics – a consumer could pass this on to their friends and family, and it is a great way to increase awareness and loyalty.|
|Customers remain loyal||Branding is designed to evoke positive emotions; when consumers are happy, they are more likely to purchase from you. If a customer has a positive experience with your brand, they are more likely to return time and time again.|
|Advertising and marketing become effective||Advertising and marketing become effective|
|Lower price sensitivity||Creating a strong brand that people want to be a part of helps lower price sensitivity. Customers will likely want to pay for your offering if there is a demand for your brand, product, or services.|
What are the different types of brand? [with examples]
Your brand will fit into a specific branding type depending on what you are selling. These include the following:
Product brands are usually associated with their most popular lines or products, typically tangible objects. It can be a specific individual product or a range of products. Examples include brands such as Coke or Pepsi that sell individual products. An example of a product range brand would be Audi, which sells a wider product range under varying models.
A service brand offers a service to its customers; an example of this would be Uber or Airbnb. These types of businesses focus primarily on delivering high-quality services, so often, branding and the customer experience are important and maintaining high standards is crucial.
Not as common as product or service branding, event branding focuses on creating a positive customer experience for those attending events. Common examples of this type of branding often occur in sport. You will find some brands sponsoring events to create an affiliation associated with a sporting event. Alternatively, this could be a musical festival, such as Glastonbury.
It is a brand's dream to gain a cult status following. Creating a community within your brand that is attached to your brand name helps promote your brand and its values. Examples of this include brands such as Patagonia and CrossFit – both of which have fierce community-based followings that share the ethos and messaging of the business whilst promoting their offering.
When you think of luxury brands, you typically think of Tiffany, Cartier, and Chanel, which offer experience and prestige. Luxury brands rely on their presumed quality and storytelling to deliver social status and endorsement to those who interact with their brand.
Top tips on how to brand a business
Now that you know exactly what a brand is, the different types of branding and the businesses associated with each type of branding – it’s your turn.
Use these top tips to create your very own brand and stand out from the crowd:
Branding with Displaysense
If you would like more information on creating the best branding for your business, make sure to check out our article, ‘5 in-store branding ideas to reflect your brand identity'. Also, check out the snap frames and lockable posters ideal for displaying your brand messaging and helping you create a cohesive feel and look for your brand and business.