San Diego Branding
Branding, marking a product to identify it, has been around for centuries. From an Old Norse word to burn, some of the first brands were burned into wine jars by the Italians, into beer kegs by the British, into cattle by American ranchers, and eventually into many products at American and British factories during the Industrial Revolution.
The American Marketing Association defines brand as a "name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."
A distinct brand often starts with a logo, such as Coca-Cola, or the Nike swoosh, but a company's brand is much more than a logo. In more recent years, the word brand or branding has evolved to include what the logo symbolizes, that is, defining a product's or a company's identity. It includes understanding how you want to be seen, as well as how your customers actually see you. "It is defined by a perception, good or bad, that your customers or prospects have about you," according to the American Institute of Graphic Design.
Branding can be applied to a product, a company, a concept, or even a nation. By developing a unique identity that sets you apart from your competition, you can place your company in a position to be seen in the right markets, to influence attitudes, and to attract customers and sales.
"A great brand raises the bar. It adds a greater sense of purpose to the experience, whether it's the challenge to do your best in sports and fitness, or the affirmation that the cup of coffee you're drinking really matters," said Howard Schultz, president, CEO, and chairman of Starbucks.
The best way to develop your brand is to consult one of our San Diego branding professionals. Whether you are developing a new brand, or giving your current brand a makeover (re-branding), our San Diego branding experts will walk you through the process step by step, starting with an honest assessment of your current situation. Are you a new company? Do you have a new product? Are you facing more competition? Are there new markets you can enter? Have you received less than 5-star feedback from customers? What are you doing already that is working? What is your idea of success? Where do you want to be in five to ten years?
After assessing your situation, a branding expert will help you create a brand identity that reflects your values, ideas, and goals. You may require a new logo that captures and symbolizes your new identity. For example, one of our local branding experts helped a residential heating and air conditioning company reflect their move into energy-saving solutions with a lively, colorful logo.
Finally, once you've developed a new brand, a San Diego branding professional can help you make the most of your new identity with a complete branding strategy, allowing you to move quickly and efficiently into the most profitable markets.