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Of course, companies want
emotional association to their brand to be positive—even to generate an urge to splurge, or trust sufficient to sustain a transaction. But regardless of one’s personal reaction to a symbol, fundamental mechanics of branding involve soliciting an emotional response to a symbol.
There are two fundamental elements in branding process. The first pertains to symbol, second to association.
The Symbol The symbol itself must be familiar. The more symbol or logo is seen, more familiar it becomes. The most successful branding campaigns will have a lot of sustained media coverage and use a variety of advertising mediums. This does not mean that smaller campaigns cannot be successful, only that their success will be smaller. Familiarity is primarily a function of exposure.
The Association Secondly, emotional content of association also needs to be familiar. Of course it is true that new desires and/or emotional content can be created. But effort is both time consuming and risky. The result might be other than desired effect.
The more successful method for creating a symbolic association employs well-established and widely valued characteristics, like love, honor, truth, freedom, etc. Successful branding campaigns establish symbolic associations between their products and/or company and such noble characteristics. What is noble inspires people, and what inspires is remembered and discussed. It creates buzz. And buzz is branding’s engine.
To discuss art of branding apart from these foundational elements is to miss forest for trees. However, branding is more than a mere advertising campaign can accomplish because symbolic association that needs to be made for branding to be successful involves core values and character traits of company— its leaders and its business practices.
Prior to branding, core values, character issues and company policies need to be determined, developed and deployed within company. Because process of branding reveals values, character and policies of company, those things need to be right, and be in place before they can be successfully revealed.
Premature Branding A premature revelation of these things can be disastrous to intention of branding campaign. To be branded as hypocritical and shallow is worse than no branding at all. Again, branding occurs when an emotional response—any emotional response— is associated with a company symbol. The art of branding is to solicit right emotional response.
So, what can be done to promote a brand? Begin by working to establish core values and character within and throughout company. To be successfully branded is to be known widely for who you are. You want a great branding campaign? Be a great company. Aspire to values and character traits of greatness and nobility. Herein lies key to branding success.
©2003 Phillip A. Ross
Phillip A. Ross, entrepreneur, freelance writer and owner of Business Specialties (www.business-specialties.com), lives in Marietta, Ohio, and provides identity products and promotional services to position companies and organization for substantial success.
