A brand is a name, term, design, symbol, or other feature that distinguishes an organization or product from its rivals in the eyes of the customer.
Branding is the marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products.
For a profit oriented business, hammering their brands to its customers mind is very important in every aspects. Purpose will be increasing market share or unique company image or increasing purchases, but for succeed in any of this areas, awareness of your band is essential.
In the current scenario, perspective on a brand has become a main player when it comes to purchase decisions. If the organization is smart enough to handle the tool in the correct way, brands build positive emotions, memories and associations in customers’ minds. The stronger your business’s brand identity is, the more likely it is that you’ll build loyalty that enables your business to profit and grow.
These are the basic steps that need to be followed when branding.
01. Defining product and identifying your target market
The identity of your business should reflect the product or service that you offer and the types of customers you want to attract. Evaluate where your business fits in the marketplace and who your target customers are. The organization should be sure about fulfillment of the target groups’ needs, wants and values, as these will affect the way you communicate and how you build your overall marketing plan.
02. Study your competitors
Before you step in to the branding game, you should have a better idea about competitors, their pluses and minuses, different strategies they use and market behavior of them etc. This understanding will help the organization to plan their own unique branding plan.
03. Logo will reflect every thing
A strong logo is a distinctive graphic that’s simple and conveys the identity of your business.
Almost all the business giants in the world has logos represent their businesses in ways that have become immediately recognizable without a single word of copy. The brand awareness that they get by the logo is a bigger asset for them. While your logo must have a great concept, it also needs to be visible and clear in all forms. Your logo should also be printable in any size or color as well.
04. Create a messaging guide
A messaging guide is an important aspect of a brand, as it provides you with the language you’ll need for your website, press releases, advertisements, collateral, and more. An effective messaging guide must include:
- A mission statement that communicates your business’s main goals
- A 2-3 sentence boilerplate that describes who you are and what you do
- Descriptions of the products or services your business provides and how they work
- A memorable, meaningful and concise tagline that will be used in most of your advertising
It’s important to proof your messaging guide to ensure there are no grammatical errors or extra fluff in your writing. Consumers respond well to writing that’s informative, but clear and concise.
In addition to having cohesive messaging, it’s important to nurture relationships with your consumers by producing engaging and relevant content through your marketing channels (i.e. social media, blogging and targeted emails).
05. Protect your brand
Trademark your company name, logo and tagline. An organization in Sri Lanka can get their trademark through the National Intellectual Property office of Sri Lanka. (www.nipo.gov.lk)
Anyone can register for a trademark from corporate, partnerships to unincorporated individuals to associations. The registration is valid for a period of 10 years from the application registration date. It is renewable with a payment to last for 10 years.
The Trademark registration steps are as below;
- Conducting the IP search (Optional)
- Submitting the IP application along with the POA
- Issue of Filing Number, by Intellectual Property Office
- Queued for Examination stage
- Examination of mark
- Papers sent to translation department (if they need translation)
- Papers sent for gazette and made public
- Objection period of 3 months
- Certificate issued (if no objections)