Does branding only means a name, design, symbol etc.

What is branding?

 “A brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers”

By looking at the definition, branding does not mean just giving a product its name, design, symbol etc. It is something that is far beyond then just only a name,design,symbol etc. You can consider a brand as an idea or image people have in mind when thinking about any specific products, services and activities of a company. Branding is not only the physical features of the product but also the feeling a consumer develops toward a product or a company. 

Let's suppose if the name of any product is shown to a customer and he is being asked what comes to his mind? The answer to those questions means "Branding of that product"

So why is branding so important? To answer this question let's go in detail about its importance in business world.

• IT PROMOTES RECOGNITION

Branding differentiates one company offering from another company offering. Just taking a daily life example, every child who is born is given a name at his birth. What is the purpose of that name?

The answer is so that that child has it's own identity. In the same way a product with an attractive and easy to remember word can act as a source of recognition for that product and it can help them in buying that product. If your product has a quality and it meets the requirements of the customers, then people will start developing the trust upon your brand and they will buy it again and again. 

• YOUR BRAND SETS YOU A PART FROM THE COMPETITION

In today's world the only word that scares a company is "COMPETITION". Market barriers are weak and any one can jump into the market and can start competing with you, until and unless your product is very unique or you have developed a strong barrier. 

When we talk about competition, then how can you differentiate yourself  from others?

The answer is simple and clear with proper "BRANDING". That's why you can see good companies knows the importance of branding and they keep in mind that anyone can jump anything, So they brand their product and they have their patent rights. This is important so that in future no one can copy their logo, design or symbols. 

Let's talk about real time examples.

Take into consideration APPLE INC. When ever I-Phone launche his new mobile in the market, initial their prices are far above then Samsung or Huawei and still people will buy I-Phone. It might seems crazy to a person who is from 80's or 90's century. But it's all because of their branding and a prestige feeling they give to their customers, when it comes to I-Phone compare to another smart phone device. This is how companies set's them a part from the competition and still rules the market no matter what they charge.

• IT ACTS AS A WORD OF MOUTH

Let's suppose you have branded your product in a right way. You did the pricing, targeting the right audience, conveying the right messages about your product through advertisement etc. Now what will happen next is just imagine a customer enters into the market and he want to buy a product for his need. All in sudden the name of your product comes to his mind and he said let's try this product. He purchased you product now what will happens, he will start generating either a positive word of mouth about your product or either a negative word of mouth. 

That's why in start I said, Branding does not only means giving a name, logo or symbol to your product. You have to attach people emotionally with your product. When ever some one buys it, he loves it so much that he talks good about your product. That product creates his own image into his mind and remains there forever. 

Let's talk about normal routine example, take into account SAMSUNG GALAXY NOTE 7. Do you guys knew what is the biggest reason behind Note 7 failure? 

The answer is word of mouth. People who buy note 7 reported all around the social media that this phone can explode. The phone has been outright banned on flights and Samsung had to recall the entire line. 

• BRANDING SETS EXPECTATIONS

My question to you is very simple and clear. What do you expect from APPLE INC. when ever they launch any new product?

Your answer can be " Value for the money, sense of prestige, A high end product etc" It can be anything that is related with a very high end quality product that is not for ordinary people. In the same way your brand sets your expectations and people sees your brand according to that expectations. A brand represents your promise to your customers like an un-spoken contract.

• A STRONG BRAND ADDS VALUE

A strong brand adds value to your company. Let's talk about Coca Cola, the worth of a Coca Cola company is much more then his equipment and product. It happens just because of the way they branded their company. A strong brand adds value to your entire company and can take it from earth to sky. 

In short it is obvious branding is not only just a name or physical features of a product. It is a complete strategy that makes your product different from others and it keep on going and going all the time. Innovation is also a part of your branding and companies do brings innovations in their product. It is a cycle that starts with a product and ends when a product dies. A product without branding is like "a body without soul". Just like a body is useless without soul, in same way a product is useless without branding. It is a continuous cycle that plays a very vital role in the success of any product.

About my self:

My name is Muhammad Yasir, I hold MBA degree specialized in marketing. I love branding and it's my dream to be a part of any branding team in future. In present condition I'm living and working in Dubai and looking forward for more better opportunities.

For any question, you can contact me at "yasir.afzal54@gmail.com" and it will try to get back to you as soon as i can. 

My linkedin account 

https://www.linkedin.com/in/muhammad-yasir-732a878b/

Thanks for your time :)