Confusion exists in differentiating between the existence of a brand, the act of branding and what we identify as Superbranding. Wikipedia defines a brand as the “name, term, design, symbol, or any other feature that identifies one seller’s product or service distinct from those of other sellers.”
Initially, branding was adopted to differentiate one person’s cattle from another’s using a distinctive symbol burned into the animal’s skin with a hot iron stamp. It was subsequently used in business, marketing, and advertising. A modern example of a brand is Coca Cola. Put simply, a brand is but a title, very much like our names.
Under the basics of branding, to brand (the act of branding) is a crucial aspect of any business, whether large, small, retail or business-to-business. An effective brand strategy yields a major edge in increasingly competitive markets. But what exactly does “branding” mean? How does it affect a small business like yours?
The brand is your promise to the customer. It conveys what can be expected from your products and services, and it differentiates your offering from that of your competitors. Your brand derives from who you are, who you want to be and who people perceive you to be. The act of branding is all about strategic management, involving the awareness needed to generate and sustain demand.
Professional marketers and advertising specialists are deemed experts when it comes to this strategy. Great effort and money is invested in both traditional media and new media platforms to bring success to the strategy.
Which brings us to Superbranding: how does it differ with a brand and the act of branding? Superbranding is all about the consistent delivery of the brand promise, which generates the integrity to make it the brand. Superbranding is beyond the need to be concerned with awareness, nor is it a contest for good, better or best in a competition. Neither is it concerned with survey results or confirmation awards.
With Superbranding, the barriers of business model and five principles of marketing have already been hurdled. Packaging, pricing, distribution, marketing and advertising are but strategic management tools that comprise marketing principles. Superbranding is truth—the consistent, honest delivery of whatever promise you make for your product or service. Success here generates the integrity that builds confidence with the target market, securing a preference for the brand. It is this integrity that makes the brand. And that is Superbranding.