First off what is branding? According to the free encyclopedia the Wikipedia; brand or branding is a name, sign, symbol, slogan or anything that is used to identify and distinguish a specific product, service or business. Simply put this is the visual depictions that resonate to us in our minds a specific company by which we may want to use their service or product.

To the consumer a company’s brand along with their branding techniques makes the difference in whether or not they choose to do business with that company. Each brand to the consumer has a different meaning to them some good and some bad. For instance if you are in the market for a computer or laptop, chances are you will at the very least see what DELL has to offer based upon how their brand translates in your mind. You may choose DELL because you remember the commercial with the lollipop song and all the colorful laptops. You also recognize the Dell logo with the off center “E” in DELL. With this simple awareness of some part of the branding that DELL has successfully marketed, you think that they are worth your money because they are a recognized brand. Their brand has given you a sense of trust that makes you feel comfortable enough to spend hundreds to thousands of dollars without the notion of being ripped off. This prime example of a company’s relationship with the consumer/client (whichever word you choose) based upon brand awareness is the sole reason many company’s focus very intensely on building their brand.

 Although in theory building a brand sounds easy to the contrary it is very difficult. To properly build a brand it takes a vision, (of course a company) and a product or service to offer to interested consumers/clients. The brand second to the mission statement is the essential backbone of the company in our opinion. With the right brand your company can sell itself with potential consumers/clients just by brand awareness. Such awareness can be formally written according to Wikipedia; as to customers’ ability to recall and recognize the brand under different conditions and link to the brand name, logo, jingles and so on to certain associations in memory. It helps the customers to understand to which product or service category the particular brand belongs to and what products and services are sold under the brand name. It also ensures that customers know which of their needs are satisfied by the brand through its products.

To build a brand properly it starts with a company name. Choose a name that is catchy and obviously not in use already. Develop with the help of a graphic designer or design company (Calcom Technologies provides this service) a logo that correctly portrays the look, feel, tone, and appeal of the company as well as the product, and or service. Turn that logo into your brand with the proper marketing. Place the logo on all company related documents (letterhead, invoices, website, business cards, brochures, labels, etc.) Qualify the brand by offering a solid product/service and in due time the brand will speak for itself.

If done correctly and with integrity your brand and company will be one whereby the company is known for the brand and the brand is the company.