Branding is the sum of the characteristics of a product or service as perceived by the user. The user perceives relevant unique added values which match their needs most closely. Success results from being able to sustain these added values in the face of competition.
Definition of ‘Brand’
Unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors.
Over time, this image becomes associated with a level of credibility, quality, and satisfaction in the consumer's mind.
Thus brands help harried consumers in the crowded and complex marketplace, by standing for certain benefits and value. The legal name for a brand is the trademark and, when it identifies or represents a firm, it is called a brand name
In marketing and advertising, a target audience is a specific group of people within the target market at which a product or the marketing message of a product is aimed at.
It's important to understand the meaning and the value of the brand for each target audience in order to develop an effective marketing mix. The value of the brand for a web-based company may have heightened importance due to the intangible nature of the web.
Simple steps to creating your Brand :
1. Determine Your Emotional Appeal
For starters, think broadly about your personality and how it affects the experience someone will have with you. Are you insanely organized? Do people love working with you for your killer sense of humor?
Make a list of words that best describe these features of your personality. These words are known as emotional modifiers. Hint: They can be as simple as Disney’s “fun.
Questions to Consider:
How do I make people feel?
How do people benefit by working with me?
What words do others use to describe me?
2. Determine Your Description
Your next step is coming up with a descriptive modifier that brings clarity to the emotional modifier, identifying what or who your brand is for. In Disney’s case, it’s “family.” In Nike’s mantra, “authentic athletic performance,” “authentic” is the emotional appeal, while “athletic” tells you what the brand is for. As an individual, yours might be an industry (“healthcare” or “education”), or it might be a tangible skill (“creative” or “strategic”).
Questions to Consider:
What field or industry am I in (or do I want to be in)?
What are the words I would use to describe my work?
Who is my target audience?
How narration helps you in branding your business :
Branding is a very important process in your project, you have to work on customizing it depending on the environment and the audience you are targeting whether locally or globally.
let's speak locally and take Egypt as an example. For branding, a better platform is telling compelling stories and narratives about your business.
This doesn't mean that every web page has to tell a fairy tale or other bit of fiction. What I mean is that your brand is made up of a series of concepts or values (elegance, creativity, simplicity, etc.) and any other concepts that shall affect your Egyptian audience.
You can narrate about everything from your page layout, corporate stationery design, your logo design (Egypt is country of many inspiring landscapes and history which can help you create impressive designs ) and reach out to your font choice to your web copy and micro-interactive page elements are narrative tools with which you can tell stories that embody those concepts and values by showing them in action.