THE DIFFERENCE BETWEEN A COMPANY AND A BRAND: BRANDING

The goods and services that people pay for are all products. These products run the economy of a country. There are many consumer and commercial products in the market, and many companies make the same product. People want to buy the best out of the choices available, but the truth is that every company makes good products. Every factory and its products have to meet government standards before they sell it on the market. So how to differentiate one product from the other? With their brand, of course. But how to differentiate one brand from another? With branding. Branding establishes a company, it’s virtues, its products or services and its uniqueness in the market, setting it apart from the rest.

THE COMPANY AND THE BRAND

Many companies manufacture the same product, maybe with a few alterations. While there are more than a million brands on the market, consumers may not be aware of all of them. Consumers are only aware of the advertised or introduced brands. Just last year, almost 37 billion AUD was spent on branding alone, a testament to its necessity. A branding agency in Brisbane, Perth, NSW and all over Australia strives to bring the best brands to the market and establish them. Several companies manufacture products, but consumers purchase only branded products.

THE DIFFERENT COMPONENTS OF CREATING A BRAND

Whether establishing a brand or advertising an existing one, a branding agency in Brisbane, Sydney, Wales, etc., creates tailor-made branding strategies for every company. Creating and establishing a brand is an intricate process that requires equal amounts of creative skill and scientific research. Several components go into making a brand strategy

Brand Story

A brand’s story is the values in which the brand believes. The brand owners’ back story usually influences these values. An example is a shampoo brand that cares about the planet and ecosystem as much as it cares about improving hair quality. A brand story could also be the brand’s origin story if it is inspiring and inseparable from its product. This story is what inspires the brand’s tagline.

Brand Image and Message

A brand’s image is the centre of the branding strategy. A brand’s image is how the public or consumers perceive it. A branding strategy primarily tries to influence how the public views and perceives the brand. Branding does more than portraying a brand positively; it tries to highlight its uniqueness. Branding sets a brand apart from its competitors, making it stand out and increasing its chance of enlarging its customer base. The brand’s essence relies on two things, the unique features of the product and a memorable brand message. While the company decides the product’s characteristics, the brand message is designed by the branding agency. The brand’s message relays what the company wants its customers to know. The branding agency packages the message into an advertisement to create a positive brand image.

Advertising Medium

The advertising medium is where the strategy is executed and reaches the consumer. There is a range of advertising mediums available for brands. Ranging from television commercials to social media advertisements, brands can advertise on several platforms. 71% of Australians use Social Media to research brands, especially when trying them out for the first time. A branding agency in Brisbane, Adelaide, Queensland and other parts of Australia have special departments for social media advertising. Certain agencies even specialise specifically in social media advertising. Choosing a medium depends on the brand and its target audience. The medium with the maximum impact is selected, and the advertisement is designed to reach and intrigue the audience effectively.