Taxonomy of BRANDING : an education, a clarification and a coining of 'ACCIDENTAL BRANDING'

Someone recently asked me, "Why would someone would want to be a brand instead of a business?"

It is a valid question and since I am in the 'Education of Branding' business, I thought it would be worth breaking down the taxonomy of BRANDING. 


BRANDING HAS 3-PARTS

1) LOGO   2) IDENTITY   3) BRAND

1) LOGO is a mark/symbol/flag/signature. It is designed, thus it is part of 'brand design' = it is for identification of your brand

2) IDENTITY is a group of communication devices that form the overall 'corporate' image of a brand. These visual aspects include the logo, stationery, slogan, marketing collateral, uniforms, packaging and signage.  It is also designed, thus it is part of 'brand design & brand identity' = it is for visual communication of your brand

3) BRAND is the personality of an organisation, service or a product that is shaped by the perceptions of the audience. A BRAND also stands behind the IDENTITY ('corporate image') as the core concept, which proposes that "everything it does, everything it owns and everything it produces should reflect the values and aims of the business as a whole." "It is then the consistency of this core concept that makes up the company, driving it, showing what is stands for, what it believes in and why it exists." "A designer cannot design a BRAND, but the designer can form the foundations" for the personality and the people in the business can live and exude the personality it would like to be known for. It is the audience that turns a BUSINESS INTO A BRAND. We say that a business is a BRAND when the audience recognises it. A consistent personality then becomes a business's reputation.

*The bulk of the descriptions above came from a blog by a graphic designer called, Jacob Cass. His clarity on the topic explains it well and allows me to elaborate further.

So what does it mean when it is all put together as BRANDING?

A LOGO goes into the IDENTITY. A BRAND wears the IDENTITY like clothing and the clothing it wears helps it remember to exude a particular personality, but it is the core concept of the BRAND that makes the BRAND behave in a particular way. A consistent personality indicates a strong brand has been created and everyone in the company understands it and in turn takes on that business personality to deliver consistency. Over time that consistent business personality becomes the business's reputation.

Poorly communicated BRAND VALUES and BRAND STORY that are part of that core concept of the brand = a poorly received BRAND.

A strong BRAND with a consistent business personality will have a strong, well thought of and well received business reputation, which = increased revenues if you have a revenue model operating.

When you have designed a few successful retail store brands like I have you'll begin to take the taxonomy of a BRAND further.  And this is the part that most people miss !!!!

That core concept with the all the parts of the business including the BRAND VALUES and the BRAND STORY should be created from the point-of-view of the main type of customer, who lives within the audience. It isn't good enough to focus on the customer as a BRAND. It is important to see every aspect of your BRAND from their shoes and fix what doesn't reflect your core concept. The true meaning of a BRAND is when your customer likes you so much they can feel it, but have no idea why they like having you around.

When you think in terms of your business from your point-of-view then it is about your narcissism. To have a BRAND is to make your business about your customers' narcissism.

Do you remember when you were a kid and your parents consoled you by saying that "not everyone is going to like you in this life"? It applies here too. Your audience as a BRAND is potentially everyone who, thinks, sees, hears, feels, tastes or experiences your business personality. They aren't your customer, but they will shape your BRAND and judge you on your core concept. The only people you really need to seek and please is your customer. If your core concept resonates well with them, then you probably have a strong brand.


Or if you think you don't have to worry about all this BRANDING malarkey with your business, you'd be wrong, or at least in denial.

If you are a parent you may have heard of the term 'accidental parenting', meaning you aren't being pro-active in setting a routine, or outlining and reinforcing expected behaviour.
I am going to coin the term 'ACCIDENTAL BRANDING'.

In short, every business is a brand!
A business that has a BRAND foundation/core knows who it is, what it believes and why it exists.
A business that hasn't bothered is just 'ACCIDENTAL BRANDING' and the results may vary.