Branding 101: It Only Works Only Under These Conditions

Branding 101 It Only Works Only Under These Conditions

The success of a business, brand, or product depends on many factors. One of the most crucial factors is how effectively the brand represents itself to potential customers. A brand’s reputation is built on the consistent and high-quality delivery of products and services, as well as confidence in the reliability of those products and services. The most successful brands in the world today are able to harness all of the new knowledge to create effective marketing campaigns that drive revenue and boost growth.

When a brand truly matches the qualities expected by customers, this trust develops into positive brand loyalty and advocacy – two key factors in marketing and advertising. Building and maintaining credibility is a challenge in today’s world. With so much competition and consumer awareness, a brand needs to work harder than ever to establish itself as a reliable and trustworthy source of products and services.

For some brands, this effort can become quite laborious. For others, it can be downright impossible. This is where branding guidelines come in.

Branding Is More Than Skin-Deep

While the products and services intended for a certain audience may seem the main focus of a brand, the brand itself is not restricted to those items alone. In fact, many brands have extended their reach well beyond traditional boundaries, finding ways to incorporate their identity into all aspects of their operation – from their websites and social media platforms to their office attire and the language they use. In all these areas, the brand message and visual identity should match and complement each other. To succeed in this endeavor, brands must develop a clear understanding of their identity, and they must be confident that every aspect of their company conveys this identity effectively. This may mean spending considerable time and effort perfecting a logo, designing a poster, or picking out the right type of sportswear for employees. It also means being aware of how all these elements operate together during every stage of product creation – from inception to marketing and sales. In other words, it’s more than just a matter of branding your products or services in some abstract and haphazard manner; it requires a deliberate and methodical approach that takes into consideration every detail – from the color of the paper the contract is signed on to the furniture and equipment used by employees in the offices.

The Importance Of Identity

What exactly is identity, and why is it important? Identity is essentially one’s self-image or the qualities that define a person or group. One’s identity is made up of a person’s appearance, actions, speech patterns, body language, and social skills. A person’s identity is often associated with their role in society – e.g., an engineer’s identity is typically tied to their role as an engineer, and a president’s identity can be associated with their role as head of state. In business, a brand’s identity becomes the combined identity of a company, consisting of its products, services, pricing, style, presentation, communication, and more. When a brand’s identity is clear and well-defined, it offers many advantages.

For example, customers will recognize a brand’s identity right away. This may lead them to associate that brand with certain products or services, which may in turn increase the brand’s visibility and make it more recognizable. If a brand’s identity is associated with positive qualities, these will often be projected onto that brand as well. This brand identity can also be used to guide the design of new products, services, and marketing materials, as well as for training purposes – e.g., ensure that everyone in the company is consistent in their branding efforts.

Further, having a clear and easily identifiable identity makes it much easier for employees to find their place within the organization. They will know exactly what they are supposed to represent and be confident in carrying out those responsibilities. Being able to find your place within the company also encourages further engagement and productivity, as well as helps improve employee retention and satisfaction.

The Evolution Of Branding

Branding has been around for a long time, but over the past decade or so, the practice has evolved from simply getting a company’s name on products to an effort focused on creating an identity that can be used across multiple platforms.

The rise of digital media and social media has made it possible for brands to have an immediate impact on audiences – directly through social media platforms like Facebook or Google+ and indirectly through blogs and website content.

This content development is often handled by in-house marketing departments or highly paid freelance writers, with relatively little or no direction from the top – often resulting in content that is largely unoriginal and simply repackaged from elsewhere. In other words, the brand’s content is often disconnected from the brand identity and inconsistent with all other aspects of the company’s operation. This type of content doesn’t necessarily need to be bad – especially when viewed through the lens of today’s constantly shifting digital landscape – but it doesn’t serve the brand well either. For the best results, brands must be in complete control of the content they produce and oversee the creation of all collateral, from marketing material to advertising campaigns.

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When this content is tied to brand identity – e.g., through logo use and consistent formatting – it creates a more cohesive and authoritative voice that will appeal to more people. Further, by integrating the content with other company areas, such as websites or social media handles, brands can have a greater impact on audiences and create more meaningful connections with their customers.

The Importance Of Authentic Audiences

A brand’s success depends on many factors, including the products and services offered, pricing, and distribution. However, arguably the most important factor is the brand’s ability to attract and retain customers. This entails creating an environment where customers feel comfortable and confident enough to come back more continually. Customers will often judge a brand based on the authenticity of their interactions with that brand.

For example, if a brand provides excellent service and the customer experiences this service well, the two parties will have a much greater bond – whether this is based on actual interactions or simply on the brand’s authenticity in the eyes of the customer. This is why many brands choose to operate solely from an online platform and why so many businesses focus solely on providing exceptional customer service. Authentic interactions lead to authentic relationships – something that all businesses, brands, and products need to pursue if they want to be successful.

Your Brand Must Correspond With The Culture Of The Business

The culture of a business is often considered to be the set of values, attitudes, and beliefs that people have in regard to the company and its various aspects. A brand’s culture can be found throughout the entirety of the company, from the boardroom to the warehouse, and it colors many of the decisions that are made during the course of daily operations. When a brand’s culture does not match the business’s, it can lead to a great deal of conflict and, ultimately, failure.

For example, if a company is strongly identified with a masculine, hard-working identity and the brand they have chosen to represent themselves is largely associated with femininity and productivity, the company may find itself in conflict with customers and employees who do not feel the brand identity reflects their own values. For the brand to be effective, it must match the company’s culture – including its values, vision, and mission statement.

Keep Your Logo Simple Yet Stunning

A logo is an important aspect of a brand’s identity. It is the face and the signature of the brand and often the only way potential customers can identify the product or service associated with that brand. However, a logo should not be complicated – it should be sleek and minimal in nature, using a tasteful combination of the following colors: black, white, red, blue, and yellow. Complex logos often contain a large number of colors and use elaborate typography, which can make them much more difficult to reproduce or replicate.

Complex logos often make their way into web design competitions, whereupon they are used in wildly creative and imaginative ways. While colorful and elaborate logos may seem appealing, simple yet stunning logos are often much more effective in creating a brand’s identity. They allow for greater creative freedom and allow for more effective and unique brand representations – something that can be crucial to a brand’s success. Prioritize these tips when you apply to a designer or select from the sample of free logos.

Consistency Is Key

Consistency is often considered to be the adherence to a set of rules or procedures, especially when they are applied consistently across various situations. This is often the key to creating an effective brand identity that will ensure the repeatability of brand associations and minimize the amount of cognitive effort consumers have to devote to brand recognition.

Consumers today are highly aware of the influence that social media platforms like Facebook and Twitter have on their day-to-day lives. If a brand chooses to ignore these platforms and continues to operate in a silo, disconnected from the ever-evolving trends and language used by the audiences they want to connect with, they are likely to find themselves left behind – or even overwhelmed – by the competition. For the best results, brands must understand the various platforms available and how to utilize them best to reach audiences in the most effective manner possible.

Why Is It Important To Know These?

Generally speaking, when you hear the word ‘branding,’ you think of a company’s marketing strategy and how they market their products. But, this definition doesn’t cover everything. In fact, when you break down branding into its three basic elements (identity, positioning, and marketing), you can see that it has a lot more significance than just marketing a product.

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If you look at most companies, their branding is quite similar – a logo, a slogan, and some color options. But, this approach doesn’t do justice to the incredible power of good branding. In reality, every company has a unique ‘personality’ that can be used to its advantage when branding its products.

For example, take Hallmark, the American company that owns the famous Hallmark chocolate brand. They’ve built their brand around an identity that has made them special: warm yet professional. Using this identity, they’ve crafted a marketing approach that is authentic and familiar to anyone who has tasted their chocolate.

Take Coca-Cola, another great American brand. Most people think of Coca-Cola when they hear branding, but this iconic American company has built its brand around much more than just sugar water. Instead, they’ve tied their identity to a range of products that are both familiar and special, such as napkins with their iconic red $1 signature logo and the iconic Coca-Cola green bottle.


Words are only words, after all, and without actionable insight, they’re just words. This is why businesses turn to data and analytics to find the insights that will make them money and build credibility. With so much competition, it’s essential that you find a way to stand out from the crowd and create unique demand; otherwise, you’ll just be another faceless company in a sea of white paper.

To do this, you need to establish yourself as an expert in your field and show that you can provide unique value to those doing business with you. The key to establishing yourself as an expert is through positioning. Instead of using vague and general terms like ‘sales’, ‘marketing’, or ‘strategy’, find the words and phrases that will put your audience (and potential customers) in a state of mind where they’re expecting to walk away with what you’re promising. For example, if your product is designed to assist lawyers in preparing legal documents, your positioning could be ‘Legal Assistant’ or ‘Legally-focused Product.’

Now, it’s important to note that positioning isn’t just about finding the right keywords. Instead, it is about using words and phrases that will cause your target audience to think of you and your offering in the first place. If you want to be considered an expert in your field, you must develop a track record of standing out from the crowd and creating value through your work. To do this, you’ll need to deliver results consistently.


Finally, we come to marketing. As consumers become more and more conscious of the brands they support and the messages these brands send, they’re developing an increased interest in a product or service only if it is relevant to them. So, it comes as no surprise that marketing plays such an important role in brand building. But, this relevance is hard to reach unless you have a very effective strategy. To create this strategy, you need to ask yourself the right questions, so you can find the answers you’re looking for. Asking yourself questions is one of the best ways to get clear and develop an idea of what you’re doing, why you’re doing it, and how you intend to get results. For example, if you want to create a marketing strategy for a financial products firm, you might want to consider asking yourself questions such as:

  • What do I know about financial products?
  • What is my target audience?
  • How do I intend to gain their trust?
  • How do I intend to get them to buy my product?

As you can see, these questions can help you develop a relevant marketing strategy; one that will help you build a bridge between your product and your target audience. Once you’ve got this strategy, you can implement a road map to reach your goals and start to see some results.

Start Building Your Brand Now!

Ultimately, having a clear idea of what your brand stands for and how you intend to communicate this to your audience will help you create a brand identity that is both memorable and easy to understand. With consistent study and practice, anyone can become an expert in their field and build a solid foundation for future growth and success.

Many businesses have adopted a culture of branding, marketing, and advertising in the digital age. Some companies have turned to social media marketing, and many brand managers have moved towards inbound marketing. So, what are you waiting for you? Join in on the fun and learn more about the ways to build your brand effectively

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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