Branding isn’t just a marketing industry term—it’s part of popular culture
Anything can have a brand nowadays. Celebrities, sports teams, and even political leaders all tout their brands. However, effective branding is more than just a recognizable face or logo. It requires discipline and insight. No matter what is being branded, it’s important to remember some basic principles.
One voice
Behind every successful brand is a clear and consistent promise. And every point of contact is an opportunity to communicate that promise.
Think about “Just do it.” It’s more than a logo and a tagline. It’s a look and feel, a voice, and an attitude all working together to articulate a unique positioning. A great brand should also be reflected in more than just advertising. It should also be seen in packaging, stores, employees, and more.
With so many variables in the brand equation, staying on-brand is a full-time job. You must ensure that every message and design element fulfill the expectations you have set and sing in harmony. You must also protect that place in the perceptual landscape occupied by your product or service. If you do, you will be rewarded with powerful competitive advantages—brand recognition and loyalty.
