Essentially a brandless brand, is a concept that doesn’t have a shelf life. That means that if a brand is brandless, it is probably too vague, not throughout or lacks trajectory. That is why it is not surprising that the market norm is spending 5-10% of a company’s turnover each year on branding
So why is branding important?
Branding makes it easier on the brain
When you think of Coca-Cola, you might think of that refreshing glass you had last summer or hear the sound of ‘the holidays are coming’ ringing in your head. It is these associations that help build a brand.
While brand association can be easier for those with a tangible or consumer-based product, a B-2-B company can also make their brand memorable.
Have a tagline
A simple phrase or moto gives your potential customers a taste of what you have to offer. It is also something your customer can remember you for. It also can pose a level of self-explanation for example:
1. Heinz: Beans Meanz Heinz – so why when customers want beans should they think of anyone else
2. Capital One: What’s in your wallet – the customer begins to think about the cards in their wallet and what each of them has to offer.
3. Kit-Kat: Have a break – associating a break from work with a certain snack
Consistency and T.O.V
Two of the most important things when it comes to establishing a brand is consistency and T.O.V (tone of voice). The reason for this is because these aspects help shape a brand’s identity, what the brand stands for and what the brand achieves.
From colourways and fonts, to web and social copy, these two aspects help keep a brand identify unified across all platforms.
Be what you believe
It is often easy to think about what you want your company to achieve and not instil these aspects universally. You need to breath what you believe. By marketing your brand in a certain way, you can achieve these, for example:
You’re a tech company focusing on sustainable ways of banking – why not launch green initiatives but externally and internally within your company.
You run a B-2-B employment engagement platform – use the platform to engage your own employees.
You’re a start-up wanting to grow into the American market – start sharing industry specific American based content on your platforms to show you are in the know.
Being your own brand
Lastly, as an individual as cliché as it may sound, you can be your own brand. Now becoming a brand doesn’t have to be limited to the celebrities of the world. From how you present yourself in person and across social platforms, you can establish who you are to potential employers.
Images courtesy of Unsplash