What comes to your mind when you hear the word brand or branding?

To some, branding is the name, logo, graphic designs and the colors but it’s so much more.

Branding is the act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market. The image of a corporation is influenced by deliberate efforts of that corporation through its actions. In the long term, a corporate reputation is built (Fombrun & Martenson, 2007).

That said, a brand is that image; what comes to peoples mind when they hear about you or your organization. It is how an organization (or a person) seeks to identify itself (themselves) through its (their) visible elements, operations, associations, personality, values, ideas and products and services. This image in the long run forms your reputation and this gives you credibility but in what? You have to ask yourself what you want to be known for; what you want your brand to be and this brings the aspect of identity. Brand identity is very important as it forms the basis for your image and reputation. A well defined and managed identity results in positive perception of consumers towards a brand and adds value to the company (Coleman, 2011) – to you.

Where do you begin in creating this identity?

I believe you have heard the old adage that failing to plan is planning to fail. This applies in branding too – you need a brand plan to be able to retrospect and start your journey of purposefully being known for something – creating a brand and becoming more. Here are the strategic questions to help you in this process:

1. Where are we/ am I?
2. Why are we here/ am I here?
3. Where could we be/ I be?
4. How can we get there/ I get there?
5. What do we need to do/ I need to do?                                                                                           

If you would like to consult on the subject and more on brand strategy and management, communication and marketing, kindly reach me directly via wanjirukaburu@infinitespace.co.ke or call/ SMS/ WhatsApp me via +254701 735059 and let’s get right into it or set up an appointment.

By Wanjiru Kaburu

Author|Speaker|Communication & Branding Strategist|Coach| Writer & Editor|Founder, Infinite Space