Branding is more than a logo. Branding is more than a sign. Branding is more than corporate identity.

Branding is the emotions, feelings and thoughts your customer has about a product, service or company. A good brand takes on its own characteristic and personality which give meaning to the consumer, and ultimately defines the brand. Your branding is the foundation for successful business strategy and must give an experience to the consumer. Think past business cards, letterhead, signage and commercials. Start thinking character, trust, reputation, personality and experience.

When you see the McDonald’s arch, it says nothing about hamburgers, but when you see the arch, many people think of hamburgers and happymeals. Kids can see the arch and immediately be excited because of the “experience” they may have had with McDonald’s. Apple is another brand that gives its users an “experience”. Apple is known for innovation, creativity and progression, yet nothing with the Apple logo shares those feelings. The point is to look past the idea of your logo being your branding and focus on giving your customers an experience with the character of your brand.

This is extremely important in a local market, as relying on faithful customers and word of mouth is a must. You want people to understand your brand so you build your reputation and trust. In a local market, you can get ahead of your competition just by changing the way your brand is communicated to your customers. You will stand out and be noticed because of the experience you are giving consumers. To test the success of your branding efforts, ask yourself “If my brand was a person, what would it act like, dress like, talk like?” If you KNOW the character of your brand and get behind it, your customers will too.