Want to understand branding?
Everything is branding. What did you say? Thats right, a brand is a mental file
in a customers mind. Say the word ice cream and immediately thoughts,memories,
and feelings are connected and put in the forefront of your mind. Ice Cream in
itself is BRANDED in our brain. Example when you say chocolate I think:
- chocolate bar
Every word brings up a connection of memories-usually consistently.
A consistent group of memories in the human mind is…yes you guessed it.
Everything is connected like this in our minds. A brand is not
a stale thing. It is a tag that helps your mind categorize where to put things.
Brain activity is more than just a few logos. Memories and feelings are filed in
these tags. A brand is glue that holds them together.But thats Good. It means
we already understand how the concept of branding works instantly!
The ramifications of this are great. When you build a brand you are filling
these tags or mental containers. Thousands of pieces of information flow into
a tag in the customers mind. Thus, you better keep filling it with consistent positive
things or your brand will lose stature in the mind of the consumer.
Written by Michael Saks
Marketing Professional and SEO specialist