Branding is a common practice for many companies, businesses and associations. It is an accepted method of advertising by consumers and companies alike. Branding is, in fact, an industry unto itself. Brand management services have sprung up to handle various aspects of the process. They help to identify the target market and plan the means of making the company product stand out from others. To accomplish this requires an understanding of the methods, elements and characteristics involved in branding, including the two basic types.
Types of Branding
Branding comes in different types. Brand management services consider the specifics of each and make a decision on to what will fit and what they believe will be the most effective. Two common types of branding include:
- Unique brand – a single brand for an individual product or service e.g. Kleenex
- Corporate brand – one brand for all products and/or services e.g. Apple
- Range brand – this combines the two types of branding
A branding agency will utilize which type that will work best. Before doing so, however, they will look at the diverse elements of branding to help them clarify the different type of approaches and/or areas that may require concentration.
The Elements of Branding
When it comes to creating a brand, it is important to note the various elements that can create the right entity. Branding management services may concentrate on some, a few or all of the different elements in order to create the right brand for a company, product or service. The most common elements they will consider are:
- Name: This is the word or even words that will define or identify the object requiring branding
- Logo: This is the visual trademark utilized to classify the brand.
- Catchphrase or Tagline: This is a phrase, saying or even a single word that becomes the “anthem” for the branded product or item
- Graphics: Some products, services or companies have a specific graphic that reappears in all their advertising and on their products. It becomes associated with and may even be a trademark for the brand
- Shape: Some brands are recognized by their shape. It is unique to that particular product
- Colour: Some products are immediately identified by their colour or colour scheme
- Sound: At times, hearing a specific jingle, tune or notes will recall a specific product, company or group
- Scent: Some products have a signature smell
- Taste: The taste of a specific product can become part of the branding and even be trademarked
Brand management services are aware of the importance of these elements and select those which they believe will be most effective in branding the product, service or company. They understand the types of branding and are sure to combine it with their knowledge of the basics to create an effective campaign.
If you are interested in discovering how Brand Management Services can best help your company, contact Scion . We offer you the chance to access our creative team and discover how best to brand your product, services or company.
