BRANDING & STRATEGY
FIND YOUR CHOICE
This usually refers to branding for the individual person, as opposed to branding a whole business. Personal branding is particularly important for celebrities, politicians or even digital marketers who want to maintain a positive public image (usually because it benefits them in their career to be endorsed.
Ever notice how ‘Kleenex’ has become a word synonymous with ‘tissues’? That’s because the product has reached the pinnacle of product branding success – the type of branding that gets consumers to choose one product over another based on the brand alone. You’ll often see logos or colors on specific items that jump out at you; this is because you’ve learned to associate the two together as a result of effective product branding.
One of the more reputation-focused types of branding, corporate branding is about making a cultivated name for an entire corporation. The public will associate the organization’s name with a promise – that they stand behind the services they offer, and that they have a verifiable, positive performance record.
This type of branding puts a strong emphasis on the customer, and on providing your clients with impeccable services. While every brand should do their best not to alienate their customers, service branding takes this one step further; it focuses specifically on adding perceived value to customer service, and uses this as their selling point.
Also referred to as “internet branding”, this type of branding refers to how you position your company (or yourself) online. This could refer to building a website, establishing a social media presence, publishing a blog – anything that happens on the web under your name.