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What is Branding? And Should Small Businesses Care? | Part One

What is Branding? And Should Small Businesses Care? | Part One

If you spend any time in marketing circles or reading about marketing, you will bump into the word “branding”. Branding is one of those concepts that is a bit vague, at least for the non-marketer small-business owner. So today we’re going to look at “what is branding” from the small business perspective.

We’re also going to tackle the question of whether branding should matter to small businesses — or whether it’s something only large corporations should or can afford to care about.

 

What is Branding? Loyalty, Awareness, Perception, Identity, Value = All is Part of the Branding Pie

There are thousands of definitions of “branding” or just plain old “brand.” One of the best definitions of brand I’ve seen is from the Tronvig Group.

To them, a brand is “what sticks in your mind associated with a product, service, or organization — whether or not, at that particular moment, you bought or did not buy.”

That seems a good informal way to describe a company’s brand. Under that definition, many things can contribute to a brand.

Does a picture pop into your mind about that company, such as its logo or colors? Think about the logo, such as Coca Cola — recognizable the world over, executed in its distinctive curvy script in white against red. And when you see it, do you imagine the effervescence of a coke, the dark color or how it tastes?  All of those things may run fleetingly through your mind when you want something to drink.

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