Notable News - The Branding Myth

How many times have you heard of seen advertising for a graphic design company that states that they do branding?

If you think branding is a logo, letterhead, or web design with all the same look, and colours, then it's true...they can "do branding".

Let's take a look at one of the world's best-branded companies, McDonalds. You may not like the food, but if someone says "golden arches" you know what institution they are talking about. Mickey D, McCoffee and Big Mac all bring the same familiar name to mind. You each may have a different reaction to the thought of eating there, but any one of the many product names will trigger the bigger picture.

Think about the things you know from each of your McDonalds experiences: You know they have salty fries, the food is fast, and there is a system to everything they do. The staff often says the same things to you. You can get the same core menu items all over the world. If you take the time to think about it, you can up with a huge list of features you can count on at McDonalds.

Doesn't that make the term "branding" when applied to logo, look and colour seem a bit of a misnomer?

We know that the concept was born in a single location in small town America. How do you think that McDonalds developed their brand? You can get the book and read all about it, but you don't have to do that to figure out how to build your own brand.

There is no secret. It's all about organizational culture. Brand is the personality your business has developed through your leadership and the systems you put in place. It's having a customer know that each time they go into your business, they will be treated the same way they were last time they were there. They will see some of the same products. The staff will say hello just like they always do. The business will have the same policies and procedures...in other words...a customer can count on you to be who you were during their last experience.

No one else can create a brand for you, ...unless you hired a CEO to run the business, set the parameters and standards, and writes the operational procedure manuals. Many businesses start small, with the owner doing most of the work...that's the time to write the procedure manuals, when the person with the vision is actually doing the work and can see what works best to achieve their pre-defined results. If everyone ran their business like a well-run franchise, there would be fewer business failures and many more strong brands..

Having a strong brand means that everyone who works in your business has a clear picture of why they are there. The business could run without you, because everyone would know what they were supposed to do and how they were to treat co-workers and customers alike.

Decide who you are as a business and be the best you can be at it every day. Write down the things that you do. Decide what your goals are. Share it with your employees...and you will create a brand.

Oh... and don't forget...you need a logo, letterhead and a web site that all convey the same message....but they are not the brand....YOU ARE!

Nancy Fraser - Nota Bene ConsultingResults Driven Advertising and Marketing www.notable-marketing.com

You are free to use material from the Notable News in whole or in part, please include credits, including live web site link. Please also notify us where the material will appear.

More Resources

Unable to open RSS Feed $XMLfilename with error HTTP ERROR: 404, exiting

More Branding Information:

Related Articles

Naming Names... How to Name your Business
Sometimes the best inspiration comes from hearing about the deconstruction of other company's names. For you, I am happy to share how I came up with "Slice A Day :: your slice on marketing".
Intelligent Design comes from Brand & Account Planners
I've been reminded recently, rather forcefully, that not all reality hackers are anti-neoconservatives. Bush endorses teaching 'intelligent design'.
Revealing the Roots: The Process of Building Brand
How is branding different than marketing?Branding is not so much different from marketing as it is an element of marketing. We think of marketing as a tree; the brand is the roots, holding the tree in place and providing constant energy.
Trademark Issues in the Mobil Auto Business
There have always been trademark issues and lawsuits in the mobile auto service business. I know this because I own several such businesses.
Go Ask Alice
One of fiction's finest marketing minds, The Cheshire Cat,once told Alice in Wonderland something all business ownersand marketers should remember:"If you don't care where you are going, it doesn't make adifference which path you take."For businesses bent upon success, it does matter which pathyou take.
Are You Brand Worthy?
Branding is one hot topic, although it is wildly misunderstood. To make things even more confusing, branding is often tossed in the same basket as marketing which makes its application to an entrepreneur or sole-practioner even more unclear.
Brand Warfare is More of a War than You Think
We will discuss Brand Marketing for a minute. In this discussion we would like to talk about brand line extension and how to do it correctly.
Clouds Gather Before A Storm: Utilizing The Power Of Brand
How brand management can help utility organisations to create a 'difference'.Ever thought why are many consumers willing to pay more for a trusted name brand instead of a store brand, which often is the very same product with a different label and higher price tag? Reputation.
Differentiate and Dominate
Quite often small business owners will ask me to reveal the most powerful marketing strategy I have seen. I can say without hesitation that the most powerful marketing strategy has little to do with advertising, direct mail, web sites, referrals or blogs.
Brand Your Name!
Have you ever thought about branding your name? Does the idea sound too egotistical for you or does it make good business sense? Let's examine personal name branding and how it can help you achieve the recognition you need for your business and put you quickly on the path to success!Promptly upon receiving my layoff notice from my position of nearly eleven years, I decided I needed to venture out on my own. I formed a limited liability company and named the concern after my name.
Brand Strategy - Brand Value - Brand Identity Guru
Developing brand strategy is extremely critical. The most important asset your company has is its brand.
Branding Fiasco -- Better Be Who You Say You Are!
Our experience as customers offers great instruction into the concept of branding. Come with me on a recent "experience" and you'll see what I mean.
Brand Building For Profit: The Colour Behind the Brand and Why I Wear Red Ties!
Colour is essential to building a strong brand.Many of you know my passion for wearing red ties.
The Big Uneasy: Clearing the Clouds of Guess
People often come to me to assist them with developing their brand because they are unable to accomplish the business success they desire. They're experiencing what we call the Big Uneasy--the state of being when things are hard.
How Will Your Visitors Remember You And Your Business? Brand Yourself From The Crowd...
Big and Yellow 'M' reminds you McDonalds..
How Much Is A Great Business Logo Really Worth?
A great logo can help a business project a positive image while a bad logo can bring a negative impression about a company. For many companies, a logo is the only identifiable mark a potential customer may ever see, so it needs to be memorable, descriptive and easily recognizable.
My First Year In Cyber Space
My first year as a Cyberpreneur was a steeplearning-curve. I was an academic beforestarting an online business, so I had a lot to learn.
Positioning and Branding - Brand Identity Guru
Where is your brand positioned in the marketplace? How is it perceived, both positively and negatively? Can you identify your brand's core strength's and equities? What are the barriers or threats standing in the way? A brand strategy company will provide you with an objective assessment of your brand.They can deliver specific solutions that will allow you to reach your strategic business goals and objectives, and clearly differentiate your brand and identity in the marketplace.
Standing Under the Umbrella And Still Getting Wet
Make More Money Making a Name for YourselfCalling all realtors, financial planners, insurance brokers, multi-level & network marketers, and anyone else who works in the precarious and often misunderstood position of operating under a large company brand umbrella yet operating as a separate business unto itself. You may find that you're standing under the umbrella and you're still getting wet-- not enjoying the unlimited personal and financial rewards that business opportunity offers.
Effective Public Relations Essential for Personal Branding
Move over pop star "Posh Spice" Adams and English soccer hero David Beckham, the personal branding power of newly engaged Australian celebrity sports couple Lleyton Hewitt and Rebecca Cartwright could be worth up to $100 million dollars.In terms of public relations and effective public relations, their media performance this week in both print and television proves they have the potential to become a truly global brand and rival Posh and Becks on the world stage.