Branding is the term used to describe the overall design and promotion of a company, its products and services. Branding involves selecting the colors and design elements used in creating a logo and consistently labeling and packaging all products using similar elements to brand the recognition of the company into the minds of consumers. Branding also involves recognition of a company’s overall message, which is woven into design elements and marketing features. Rebranding is the term used to describe taking an existing brand and changing or altering its message and design elements.
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- Branding a company and its products or services helps set the company apart from its competition. If branding is done effectively and consistently, consumers instantly recognize the company based on its color and design elements alone. Examples of successful branding can be seen in many franchise restaurant chains and soft drink companies, where the image of the logo itself identifies the brand in the minds of customers.
- To be effective, branding messages must be repeated frequently and through numerous mediums. A company’s brand image should be consistent through its website, building signage, business cards, collateral materials and product packaging. This can be a costly prospect, especially for small businesses that may not have a substantial advertising and marketing budget. Another downside to branding is that if the look and feel of the brand becomes outdated, or if the company substantially changes its image, rebranding must take place.