>> What exactly is branding anyway?

The Apple
The Nike
Coca Cola

These are images with which we’re all familiar, images also known as logos. A logo is a company’s signature mark.

Can you imagine any one of these companies without its logo?

Of course not. For consumers,
the logo = the company!

We recognize it instantly and it makes us think and feel certain things about the company and its products and services. From the consumer’s point of view, that is branding, corporate branding!

Apple, Nike, and Coca Cola want consumers to recognize their logo instantly and to have instant positive thoughts and feelings about the company. From the company’s point of view, that is branding, corporate branding!

Not just companies, but products, too, have brands.

Logos are the central plank in corporate and product-branding platforms, but product brand names can be equally important to product success. When we want a tissue, we often ask for a Kleenex. When we want a gelatin dessert, we sometimes ask for Jell-O. The product brand names have come to stand for the product categories “tissues” and “gelatin desserts.”

When consumers immediately recognize a company’s logo and product brand names, the company has achieved a strong corporate and brand identity.

To achieve optimal corporate and brand identity, a company must provide consumers with

• Consistent corporate and product images and messages.

• Frequent access to those images and messages through advertising, marketing, and packaging.

Brands are effective marketing tools, because consumers are attracted to and loyal toward what they know and feel comfortable with. Consumers are willing to pay for the security and peace of mind a well-known brand affords them.

Total Media Source can help you develop and establish a strong brand identity and brand image that will resonate with your target audience.

>> Click on the links below for further information about how we can assist you with branding strategies.