Branding isn’t just for cattle anymore. Creating and maintaining a good brand image is possibly the best way that your company can rocket itself into the upper echelons of sales. In the UK today, so many products are known by the brand names: Kleenex, Pepsi, Hoover, just to name a few. Other brands have social cache such as Starbucks. Brands can increase the overall value of your product as your consumers come to associate your goods with something of higher value than its generic equivalent. Would you rather buy Coca-Cola or the store brand?
Creating a brand usually starts with a trademark. A trademark is a recognisable symbol or slogan that immediately identifies your brand. The first trademark was registered in 1875, by Red Bass brewery in England. Today McDonald’s golden arches, Nike’s swoosh, and Macintosh’s apple are all instantly recognisable. Even if you were to travel to China, you could still recognise a bottle of Coke by its trademark red and white lettering on the bottle. Once you have used your trademark for some time, you are able to register it and therefore prevent other people from adopting your brand image.
Proper branding will create a sense of familiarity and loyalty with your customers. Tide laundry soap comes in a distinctive blaze orange bottle and blue cap. Even if the customer doesn’t take the time to read the label while using the soap, as long as she had a good experience using that product, chances are she will reach for it again the next time she goes shopping.
As long as she continues to have positive experiences with Tide, she will eventually stick with the brand, even if a cheaper, generic option is given to her.
That being said, branding isn’t a magical fix-all for your product. You must first concentrate on creating a quality product. Only after that is achieved can you unleash the power of your brand. New Balance running shoes concentrates on the local production of high-performance exercise footwear. If at any time they failed to deliver comfortable and durable shoes, their brand image would suffer.
Branding can’t create the inherent quality of your product, but it can certainly enhance the appearance of that quality. A brand name can quickly become a status symbol, especially if the branded product is slightly more expensive than its competitors.
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