Why you cant avoid branding.

Marketing, advertising, branding...these are words that are bandied about in daily business life with some people thinking that they have nothing to do with them. But they are wrong.

Branding is about the identity of a product. Initially this was so that the product could be identified but it has grown to include an emotional aspect, and far more besides.

Emotion, memory and association are all essential to branding because the way we shop is emotional and unconscious – and the brains behind the best brands in the business know this. When we don’t have time to pick up and examine every available shampoo on the shelves in order to make our choice, how do we choose? We either go with a familiar brand or a new one, and we choose that based on what we know about it. Whether we like it or not, we always choose brands that we want to be associated with.

Small business owners could be forgiven for thinking this is all very well for global brands who can afford the services of an advertising agency, but irrelevant for them.

They are wrong! Everyone is a brand, from schools to shops, and in business everyone can benefit from building and promoting their brand. This can be done as easily as ensuring that your products and services are an echo of your values and always regarded positively.

Other things you can do include the creation of marketing materials. Good quality photos and copy, put together in a cohesive theme with a strong story, and mounted on display panels or display stands will add to your brand.

Materials that can be taken away, such as leaflets, or read in-store or in the premises of your office and displayed on display panels and display stands also give waiting customers something to look at.

Little do they know, that while they wait and read, they are absorbing positive messages about your brand which is exactly what you want!


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