What Branding Is And Isn’t

Type the word “branding” on Google and hit the search button. You will find tons of cool definitions that will inspire your curiosity, you just want to get into branding right away. As one of the buzz words out there, you may feel like a slacker if you haven’t joined the band wagon. But before you make that first move, let’s explore some insights about what branding really is (and isn’t), shall we?

A lot of us think that branding is all about the fun, glitter and glamour that people love to see on social media- the colorful display of logos, flyers and motivational quotes, the Insta hype, huge following and so on- but no it goes way deeper than that.

So what is branding really?

Branding involves all the activities you carry out to ensure that your business consistently delivers on its promise to your customers. It is a means by which a business builds and maintains a strong emotional connection and reputation in the minds of its customers and target audience.

Branding is how you shape your target audience’s perception about your business.

Now let’s break that down, shall we?

Whether online or offline, your business has a reputation. Your (business’) reputation is shaped by your actions and even inactions for e.g. When you fail to meet the expectations that customers already have of you, your reputation and thus your brand (your customers’ perception or opinion of you) will suffer.

Since branding is the process whereby you shape the perceptions of your customers and target audience (which includes potential customers, even employees, investors and so on), every action you take concerning your business- the way you treat your employees, the kind of products and services you create, the customer experience, the social media activities (the fun part?), your compliance with the regulations and laws of the land and so on will be used to form opinions about your business.

Therefore, smart businesses know that the best way to achieve a great reputation is to create it. Rather than wait for things to play out by default, you take charge of the game by creating and building the reputation that you want to have. And that is what branding really is!

Let’s back that up with some case study.

Banking.

Probably one of the most boring sectors we know however, one bank has been able to differentiate itself from the crowd- GTBank.

This bank has been able to successfully position itself as a social, friendly bank that connects emotionally with the young and vibrant segment of the Nigerian market. It is evident even from its choice of colour— orange— what its brand represents. GTBank has launched products/ services, sponsored and organized events that its target segment value and appreciate (Gtbank Fashion Weekend, the SME Market Hub, online web content such as Ndani TV among others).

Due to its going hard on branding, GTBank has been able to gain a large share of the market, becoming one of the most profitable banks in Nigeria today. [facts and figures?]

What Branding is

A well thought out plan or strategy on how to shape your target audience and customer’s perception about your business backed up with diligent and effective execution.
Well customized and differentiated customer touch points- websites, social media channels, stores/ offices and other communication channels and materials such as email newsletters, business cards, flyers, brochures and so on that portray the identity you want to have.
A brand story and message that connects with and inspires customers across all the touch points.
Products and services that deliver on your brand promise, that strengthen customer trust and loyalty.
Organizing or sponsoring events that matter to your target audience and reinforces or strengthens your brand.

What Branding isn’t

Posting random, haphazard/ scattered content (content without purpose) across your communication channels except of course you decide to experiment or test content ideas with your target audience.
Huge social media followers whom you hardly engage or connect with.
Consistent advertising, sales and promotions urging customers to buy your products with little efforts to connect with them.
Inconsistent communication with little concern for customer feedback and input.

Now that you know what branding really is and isn’t, you can go right ahead to give it your best shot and enjoy the amazing transformations that your business will experience… all the way!