Step 10: Basics of Branding and Brand Implementation

Estimated Time: 30 minutes (to read and understand) followed by practical experience in the following steps.

Branding

Probably the biggest mistake that most Micro, Small and Medium Enterprises make in their marketing journeys is ineffective branding. Generally, people consider logo and name to be the brand. This is incorrect - brand logo and brand name are just two (critically important) parts of the brand - and if you don't pay attention to your branding, even these might not be aligned to your intended brand. 

Branding is the process of creating a unique identity for a product, service, or company. It involves developing a name, logo, design, and messaging that distinguishes the brand from its competitors and resonates with its target audience. The goal of branding is to build a strong, positive perception in the minds of consumers, fostering loyalty and trust.

Key Elements of Branding

• Brand Identity: This includes the sensory elements (visual, auditory, olfactory, etc.) such as the logo, color scheme, typography, and design style. It also encompasses the brand’s voice and tone, which should be consistent across all communications.

• Brand Positioning: This defines how the brand is perceived in the market relative to competitors. It involves identifying the unique value proposition and the key benefits that set the brand apart.

• Brand Promise: This is the commitment the brand makes to its customers, outlining what they can expect from the product or service.

• Brand Values: These are the principles and beliefs that guide the brand’s actions and decisions. They should align with the values of the target audience to create a deeper connection.

Brand Implementation

• Consistency: Ensure that all brand elements are consistently applied across all touchpoints, including marketing materials, social media, website, packaging, and customer service.

• Personnel Training: Educate personnel about the brand’s values, mission, and messaging to ensure they represent the brand accurately and consistently. In ICIMWS, you are the face of the brand, so this applies to you :)

• Customer Experience: Deliver a consistent and positive experience at every customer interaction. This includes product quality, customer service, and after-sales support.

• Monitoring and Adaptation: Regularly monitor the brand’s performance and make necessary adjustments based on customer feedback and market trends.

Effective branding and implementation create a strong, recognizable brand that resonates with customers, builds loyalty, and drives business success. 'Brand Guidelines' are considered to be amongst the most effective ways to ensure that everyone is on the same page regarding the branding.

As a campaigner of ICIMWS you will be responsible for implementing the ICIMWS brand guidelines in the course of your campaigning. Please read the ICIMWS Brand Guidelines below. You should also download/bookmark the guidelines for future reference.

Additional Resources

• The Ultimate Guide to Brand Strategy

• Kapferer's Brand Identity Prism

• 8 Fundamental Elements of Brand Identity 

Activity (Optional)

• Google for the brand guidelines of some of your favourite brands (at least 3). Read and do a comparative analysis. This will help you know and understand both your favourite brands and branding better :)

• Based on your learnings, share your perspective about how the ICIMWS branding (or guidelines) can be improved. If you're a registered user, share your perspective in the workgroup.