First things first… What is BRANDING?
Definition: BRAND – a particular product or a characteristic that serves to identify a particular product, a trade name or trademark, and/or a particular kind or variety.
Let’s break it down a bit farther to make it a little easier. The act of branding is the process involved in creating a unique name or image for a product, person or idea. This is done mostly through advertising and other similar means. It is also the action of building a convincing individual or unique presence in a consumer market that attracts and retains loyal customers.
Now that we’ve established what branding is, let’s discuss the different aspects of what it is.
Personal branding is the process of an individual marketing, or advertising, themselves or their personal career as a unique image, or brand. It is in effect the ongoing practice of building up an image or uniqueness about themselves to others around them. A personal brand often involves the use of someone’s name on various marketing products.
Examples of personal branding:
Scott Ginsberg, Tony Robbins, Michael Jordan, Rachael Ray, Oprah
In the name tag world, a personal brand comes when you wear a name tag with your name (first and/or last) to identify yourself as an individual and to stand out in a crowd. By wearing personal identification products, e.g. name tag, name badge, etc., one makes themselves more visible to others and opens a door to better experiences at large events. Most often one can see this type of brand at large corporate meetings or conventions where the individual needs to be distinguished from others.
Corporate branding is the process of promoting the logo and/or brand name of a company or corporation for marketing and advertising purposes. Typically the range of a corporate brand is very broad and is often used as a way to express the company’s ideals and goals.
Examples of corporate branding:
Apple; M&M (Mars, Incorporated); The Hershey Company;
Warner Bros. Entertainment Inc.; NIKE, Inc.
Corporate branding utilizes the same items as personal branding, such as lanyards and name tags, but they are used differently. Many companies choose to add their logo, or brand, to the name tags so that their employees are easily identifiable to the consumer. These items are then turned into a way of advertising their company rather than the individual. Many times this type of branding is seen at conferences where many companies that manufacture or sell the same ideas or items might mingle. Lanyards, name tags and often signs are used to distinguish each business attending the conference.
Whether personal or corporate, a brand is important to anyone who is seeking to be differentiated from those around them. Corporations typically have a logo designed while individuals must promote their names as a logo.