Branding

Most of us think of a logo when talking about branding. And although the origin of the word branding is the branding of livestock used to identify the owner. But branding is so much more than a new logo, some colors and a font.

To fully understand the value of branding, an insight is needed into how our brain works, how we remember things and how we store our memories in associations and clusters. A memory cluster that is opened with keywords and that conveys feelings, impressions and values.

The value of a brand is the positive associations.

But how do you create positive associations? How do you build your cluster? Right here lies the secret to creating a valuable brand. Much of what we convey is not done with words. Often it is even so bad that what we say associates with the exact opposite. Those who claim to be a quality company probably aren't. You have to show quality. Not to mention quality. It is connected with the fact that marketing has very low credibility.

In a similar way, most associations are created, not by what you say, but by what values you convey. A luxury brand must look good, a budget brand must not look too good. Color and shape influence, but the most important thing is often the organization itself and the values they convey. The image of a brand is built from what customers most often encounter. A service is mediated by the organization, while a store product is built by advertising, appearance and price.