Last week, I blogged about incorporating branding into a company’s overall influence marketing strategy. This week, I’d like to write more about the topic of branding in general.
I have been interested in branding for some time now. Something about it just fascinates me. When I explain this interest to some people deep into the B2B world, it sometimes seems to fall on deaf ears. I assume this occurs because when many hear the word “brand” they think of two words, “logo design.” While a logo is definitely an important component of corporate identity, it is not the only thing under the branding umbrella.
Recently, Seth Godin tackled the same topic:
A brand used to be something else. It used to be a logo or a design or a wrapper. Today, that’s a shadow of the brand, something that might mark the brand’s existence.
To start, branding can become a factor in creating competitive advantage, positioning, content management marketing and many more.
What do you think of when you think of the term “branding”?