The definition of branding

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A Brand You World One of my readers pointed out that they really appreciated the definition of marketing that I use throughout Duct Tape Marketing. Marketing is getting someone who has a need to know, like and trust you. Most small business folks, exposed only to more academic definitions, really seem to appreciate the truthfulness of that characterization.

This same reader (Eddy) also asked then for my definition of branding (as it might relate to marketing)

So, here you go. Branding is the art of becoming knowable, likable and trustable.

Taken in that light it’s not much of a stretch to see how the two are related, yet separate. Every small business has a brand – either accidentally or intentionally, because it’s a lot like a personality – everyone has one, like it or not. So, the question then becomes, what should you do to create a brand that enhances your marketing efforts and rings true for you?

With this definition in mind marketing then becomes the act of taking the elements of that personality and exposing them to the ideal customer at the ideal time in the ideal setting. Elements like a company name, logo, images, metaphors, colors, words, look and feel, dress, attitude, networks, consistency and vision.

If marketing is doing then branding is being. Often the two are so integrated strategically and tactically that it’s hard to say one comes before or is more important than the other.

A small business that understands branding and marketing and the relationship between the two will find that attracting and retaining customers is not really that hard. The struggle in marketing often times comes from the belief that branding is just for products or big companies. This leads to the disconnect between who your company is being and what your company is doing.

Coincidentally, if you have any desire to hear more on the subject of branding I have two opportunities.

LogoWorks Branding Webinar – I am participating in a discussion on branding with Rob Marsh, LogoWorks VP of Operations on Wednesday Nov 7th – 1pm CST.
A Brand You World – Global Branding Telesummit – I am participating on a panel led by Guy Kawasaki – Thursday Nov 8th – 9am CST

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Posted by: John Jantsch on Nov 07, 07 | 5:05 am
Category: Branding, Marketing Strategy, Small Business | Tags:

Comments

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Martin Calle

In an age where consumer packaged goods have become commodities, top executives wonder where their growth will come from and short-lived CMOs spend more time chasing consumer ears and eyeballs deep into new media forests, I had a President at Procter & Gamble tell me that he thought branding was something you did when you didn't have anything important to say about your product. In my book, a "brand" is just something that someone started that caught on. Then "marketers" contribute to its obesity and kill it. And I have foundthis to be more true than false across the industry over the last 45 years when you consider companies such as Blue Cross and Blue Shield "brand" themselves with slogans such as "Discover The Power of Blue." Gee. I thought that was IBM. How is that "likable, knowable and trustable?" Simple? Yes? Easy to remember? Yes? Unquestionable? Debatable. But the problem with branding today, like advertising, is that it has fallen to the level of the people it targets, which is why it transmits right through us - in one ear and out the other.
www.CalleCompany.com

Sure Fure Guy

Mr. Calle,

You sound very knowledgeable regarding branding. It's very interesting that you mention that "a 'brand' is just something that someone started and then caught on." What would be your words of advice to someone who makes a living "branding" businesses? (e.g., go find a more "honest" career?) Your comments are very thought-provoking.

Best regards,

Justin Ver Burg

Aaron

I've always believed the that branding is the ultimate strategy that should be implemented in all marketing efforts. I notice many companies will billion dollar budgets tend to ignore a lot of potential sometimes.

Lindsay

I read this with great interest, all too often business owners believe a logo establishes branding. So, they merely copy the styles and colors they think represents their market segment and think they have established a brand image. They fail to see by "copy cating" they have joined the ranks of the terminally mediocre and are never able to establish the critical differentiation true branding offers them.

Thriveal

Wow. Those are awesome definitions. I'll be posting those on my links blog (I do every Thursday). Thanks, John, for good material.

Thanks, Jason

ShoestringBranding

It all boils down to attention and trust. Simplicity is key: one simple, powerful idea that is relevant to customers and is executed well is enough to build the brand. This makes everything else easy.

John Rosen

I certainly see the power in your definition and will begin wusing it with my clients -- with proper attribution, of course. I have always defined branding as achieving greater demand -- that is, charging more for your product or service and/or selling more at the current price. That said, I can now add to this statement the following: How to you do this? As John Jantsch says, you do it by "becoming knowable, likable, and trustable."

S. Carter

I find it amusing that you discuss being trustable, then advertise logoworks. They steal designs from real designers.

John Jantsch

S. Carter - the only thing I can do is relate my experience with the real designers that I have worked with at LogoWorks - LogoWorks can't steal anything, if a designer they employ stole a design, then shame on them. LogoWorks fills a need that many design firms have no interest in filling - in fact, the largest category of buyer for LogoWorks designs is the "real" designer you reference - if that item makes me untrustworthy in your eyes then I will have to live with that - one of the principles of building a strong brand is giving up the notion that you can be all things to all people.

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