{"id":81,"date":"2014-11-01T20:51:15","date_gmt":"2014-11-01T20:51:15","guid":{"rendered":"http:\/\/vcisf.com\/?p=81"},"modified":"2015-01-19T04:27:10","modified_gmt":"2015-01-19T04:27:10","slug":"branding","status":"publish","type":"post","link":"https:\/\/visualcreatives.com\/vcisf\/branding\/","title":{"rendered":"What branding is NOT"},"content":{"rendered":"<h3>There is a lot of confusion about what branding is. Let\u2019s first talk about what branding is not:<\/h3>\n<ul>\n<li>\u201cBrand\u201d does not mean \u201clogo\u201d.<\/li>\n<li>A \u201cbrand\u201d is not a product that is stacked on shelves.<\/li>\n<li>The term \u201cbrand\u201d is not synonymous with \u201cproduct line\u201d.<\/li>\n<\/ul>\n<blockquote><p>Companies have to wake up to the fact that they are more than a product on a shelf. <strong>They&#8217;re a behavior as well.<\/strong><br \/>\n~Robert Haas, Levis Strauss.<\/p><\/blockquote>\n<p style=\"font-size: 18px;\"><span style=\"color: #a0ce4e;\">Branding is the set of expectations people have when they think about your company, or your products.<\/span><\/p>\n<p style=\"font-size: 14px;\">Think of it this way: I have a 9 month old son. When he is near any electronic device I know exactly what he\u2019s going to do. He\u2019ll do everything in his power to put it in his mouth. It\u2019s an expected behavior. How do I know he\u2019ll do this? <span style=\"color: #a0ce4e;\">Because he\u2019s consistent.<\/span><\/p>\n<h2 style=\"font-size: 22px;\">Consistency is the key to brand identity.<\/h2>\n<h3 style=\"font-size: 18px;\">Pretend that United Airlines, Virgin Airlines, and Southwest Airlines all met at a hotel bar for a few hours.<\/h3>\n<p style=\"font-size: 14px;\">A) Which brand is most likely to be wearing shorts and a t-shirt, telling jokes at the table?<br \/>\nB) Which brand is most likely to be found belting out tunes alongside the hotel piano player?<br \/>\nC) Which brand is most likely to be dressed in a suit, sitting quietly at the table the whole time?<\/p>\n<p style=\"font-size: 14px;\">Did you answer that <a href=\"http:\/\/www.southwest.com\"><span style=\"color: #a0ce4e;\">Southwest Airlines<\/span><\/a> would be telling jokes, <a href=\"http:\/\/www.virgin-atlantic.com\/us\/en.html\"><span style=\"color: #a0ce4e;\">Virgin Airlines<\/span><\/a> would be singing with the piano player, and <a href=\"http:\/\/www.united.com\"><span style=\"color: #a0ce4e;\">United Airlines<\/span><\/a>  would be in a suit, quiet at the table?<\/p>\n<h3 style=\"font-size: 22px;\">How is it that everyone makes the same conclusions?<br \/>\n<span style=\"color: #a0ce4e;\">Branding.<\/span><\/h3>\n<p style=\"font-size: 14px;\">Companies, such as these big airlines, spend incredible amounts of money to create brand experiences (such as commercials, websites, YouTube videos, inflight experiences, social media messages, and more) that reiterate and reinforce their brand identity.<\/p>\n<h3 style=\"font-size: 20px;\"><span style=\"color: #a0ce4e;\">What makes them outstanding is the brand equity they have built by being incredibly consistent through all of their touch points.<\/span><\/p>\n<p>The only way to build brand value is through consistency in all brand experiences.<\/h3>\n<h3 style=\"font-size: 22px;\">Want to know if your brand is doing this well? <a href=\"http:\/\/vcisf.com\/contact\"><span style=\"color: #a0ce4e;\">Ask us about it.<\/span><\/a><\/h3>\n<div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-separator fusion-full-width-sep sep-none\" style=\"border-color:#e0dede;margin-top:30px;margin-bottom:30px;\"><\/div>\n","protected":false},"excerpt":{"rendered":"<h6>There is a lot of confusion about what branding is. Let\u2019s first talk about what branding is not:<br \/>\n\u2022 \u201cBrand\u201d does not mean \u201clogo\u201d.<br \/>\n\u2022 A \u201cbrand\u201d is not a product that is stacked on shelves.<br \/>\n\u2022 The term \u201cbrand\u201d is not synonymous with \u201cproduct line\u201d.<br \/>\n<\/h6>\n","protected":false},"author":2,"featured_media":82,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2,3,4,5,6,7,8,9,10,11,1],"tags":[12,13,14,16],"class_list":["post-81","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","category-archetype","category-brand-development","category-brand-identity","category-brand-storytelling","category-brandstory","category-content-marketing","category-creative","category-identity","category-story","category-uncategorized","tag-brand-development","tag-branding","tag-brandstory","tag-identity"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - 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