The meaning of brand building

“What’s in a name? That which we call a rose by any other name would smell as sweet.”

It is not about the product that smells like a rose, but if you call a fragrance a rose, you know what the fragrance would smell like. The name Rose has a personality. So wherever it goes, it will carry that personality.

So what is a brand- A name? A Logo? A tagline?

Is it all of the above?

A brand is a name to start with. And that name slowly showcases it’s personality. Sometimes the name is functional- like the service you provide, your brand name may indicate that directly. Sometimes it is not linked with the business. It is just a name. It still has a mission- to be etched in the customers’ mind. A name is just the beginning.

The logo of the brand is like the signature of that personality. It is not critical initially, but it starts seeping into the customer mindset slowly and it does influence the behavior. It could be soft, it could be bold, it could be bright, it could be subtle. Whatever it is, it adds a layer to the personality. It is like an individual’s dressing sense. It is the closest visual-aid for the name of your brand and anything visual sticks in the mind for the longest.

So a brand is a name, a brand has a logo and a brand has a tagline. What is a tagline? It is simply the promise that you make it to your customer. It is the promise of your product, the promise of your service. Do you need a tagline when you are a startup? No, it is not necessary to launch with a tagline. But what you need is to be clear about how you would like your brand to be remembered and this message we call as the communication goal. Tagline of any brand evolves from the brand’s communication goal. The communication goal is never advertised, it is written down for clarity of action and to shape brand’s personality. The credibility and the reputation of the brand are built on the communication goal. And this message caters to:

  • your partners, your vendors
  • your customers
  • your employees
  • your potential investors
  • your media presence- your website, your social media presence
  • and in your advertising, as and when you go ahead with that

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