It’s a Brand, Brand, Brand, Brand World

“What’s in a name? That which we call a Rose by any other name would smell as sweet.”

Well Juliet, maybe in your day or in Shakespeare’s time you could go around calling a Rose a Lily, but we’re about to tell you “what’s in a name” in this day and age, as it relates to branding.

Let’s start with the definition of a brand. As defined by the American Marketing Association, a brand is a “Name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.” So Juliet, if everyone went around identifying a Rose as whatever they wanted to call it, there would be mass confusion about what a Rose really is. The Rose would lose it’s true identity and credibility as the world’s most famous and well-known flower, and people would have a hard time finding a Rose if they were searching for it by name.

Now you may be thinking to yourself “I have a name and a logo so my company is branded and should be easily identified!” Well, not exactly. There’s still a good amount of things you need to make your brand distinct from others. First of all, is your branding a correct and effective portrayal of what you’re wanting to convey to the public about your company? Second of all, does the essence of your company resonate everywhere it’s found? For example, when people buy roses, they know they’re getting an attractive flower with a sweet fragrance that’s enjoyable.

Branding is more than just a business card with your name and logo; it’s also everything you produce. Letterhead, promotional pieces, and most importantly, your website and all social media pages. Your brand encompasses your identity and is defined by the perception of your customers and prospects. Don’t confuse potential customers with too many names or different logos or taglines. That is why it is imperative that your branding be consistent, clean and concise. Good branding leads to credibility, therefore gaining the trust and loyalty of your customers and prospects.