Branding is derived from the word, “Brandr” which means to burn. Back in the history, objects were given a special mark through burning a bit of its part to depict the ownership. Over the years, it became a tool reflecting the proud ownership of the products and then now it is used as a factor to boost the sales of the product. However, today it is not limited to products only.
Branding is an open-mouthed arena having multiple opportunities. Here, anything and everything can be turned into a label if pitched well. Be it food, clothes, services or people, real time market has the “brand” for all of it.
The wide world of branding could be easily understood if perceived as psychology rather than an as ideology. It is not a thesis or a theory, it is an invisible attitude that an object or a person or a service possesses. Once the process of ingesting attitude is completed, a brand is obtained, a brand that denotes the perception of the owner and the requirements of the market.
A brand- products, services or people have to be updated time and again to address the shifting trends. Say for example back in the time Jeep Cherokee was in vogue but then today this model is not manufactured anymore; in fact, they have understood the current requirement of the market and devised a new model- Jeep Compass. It is vital to notice that the brand Jeep has kept its ethos stable but has modified the product line.
Similarly in the service palette, in the past the banks or the insurance companies used to use limited tools to sell their services. But today, even they have expanded their service portfolio and they also use innovative methods to barter their services in exchange of your trust.
Lastly, the people- the breathing brands, even they have changed their approach towards branding themselves. Like in the past, artists would be seen doing their work and may be some endorsements, but today, they are involved in social media campaigns, various social events to be seen on a regular basis and in turn fueling their brand value.
Let us now talk about the aspects associated with branding for a service and branding for a person. See services are delivered; they are not created. While you are performing branding for a service, you have to understand that the clients would be buying experiences. So you just can’t throw up USP’s at them, you have to express the benefits of the experience you have to offer. As far as branding for a person is to be conducted, keep in mind that you are promoting a human being or rather a living emotion. So make sure it is likable and relatable, otherwise it won’t be able to get much attention.
At the end of the day, branding should encourage the clients to take that leap of faith.