Hemen Dixon Dyako

A:

Branding is a companies identity and is both tangible and intangible. On one hand, a companies branding is reflected in its logo, colors, look of stores, web site, etc. On the other hand, branding is the "feel" or the "experience" you get from using a specific company or product. What feeling do you get when hearing a business name or using that companies products or services. For example, Starbucks Coffee uses a specific logo, colors and outlet style that is consistent throughout it's use. The customer can see these things and always know what they are getting a consistent product and experience. Bear in mind that branding is not just logo, colors, store design, advertising, promotion, etc. It is all encompassing down to the employees and the customer service they provide.

The foundation of a brand is the message and the feeling behind that message you are trying to convey. What is your primary function to your customers and how can you make them feel that function? That is the essence of branding. When you go to Starbucks for a double latte, you will feel a certain "royal" feeling when you walk in the door and take that first, glorious sip of coffee or espresso. Starbuck's brand is to sell you a "luxury" coffee at an affordable price.

Primal Branding is all about getting to your customers emotional core, their primal purpose to use your company or product. If you can communicate your purpose through words, colors, design, employees - your customers will always know what they are getting and feel safe in the process, a primary human instinct.

To look at branding for your business, first look at the one compelling reason someone would use your company or product. Next, determine the emotions and feelings your want your target customers to experience when using the company/product. Build your logo, color, etc from these things and make it consistent across your advertising, promotion, web site, location, etc.

Rodger B. Price