‘A brand is a set of associations that a person (or group of people) makes with a company, product, service, individual or organisation.’ – http://www.designcouncil.org.uk/news-opinion/power-branding
Branding is something to make businesses and public figures stand out. It’s a way to build a reputation for a company, and it makes them more easily recognisable. With this reputation comes expectations from the public, which can sometimes be challenging and a lot of pressure.
According to http://www.entrepreneur.com/article/77408, ‘branding is one of the most important aspects of any business, large or small, retail or B2B. An effective brand strategy gives you a major edge in increasingly competitive markets.’
When developing a brand people need to think of what their mission is, what their benefits and features are for people, what people already think of them and what they want to be associated with the company.
To introduce people to a brand, companies use:
- brand messaging/attributes
- the same house style and ethos for all marketing materials
- a voice for the company i.e friendly or professional in all material
In journalism, branding is really important because it lets audiences know what what they can expect when they look at the media your organisation produces.
The BBC is probably one of the most well known media organisations, and they always try to sustain a strong brand because they are always in the public eye. BBC’s mission statement is: ‘to enrich people’s lives with programmes and services that inform, educate and entertain.’
When you look at BBC’s logo (in the below image), you can see that it relates to their mission. This is due to how simple and professional it looks. I believe this logo works really well for the organisation as it’s recognisable and easy to read, which makes it appeal to a varied audience.
Therefore BBC is a good company to use as an example of how branding works, due to how their image is sustained throughout all platforms.
However, BBC aren’t always perfect and in the past they have messed up a few times which has created cracks in their brand image. The most recent incident I can remember was when a presenter acted unprofessional, which you can see in the video:
Overall, I think branding is really important. Without branding it would be difficult to attract audiences/consumers and keep them engaged.