Branding Cleerly Defined


Creating a need and a desire for your product.

Branding uses elements such as advertising and marketing to properly and successfully communicate the brand. I'm a professional impressionist and that means whatever mark you need to make in the hearts and minds of your audience, I would be able to make that, in new and exciting ways. Getting your message heard in this noisy world of media and entertainmen requires talented people, creative direction and clients with open minds willing to take some creative risks.

 

Professionally speaking, I consider effective branding, to play on emotion and as many of the 5 senses as possible. Engaging senses of taste and touch or sight and sound allow the audience greater levels of brand retention. The more stimulating you can make things, the more your message will be not only heard and seen, but retained and talked about. That's where companies miss out.

 

Effective branding attempts to stimulate all or as many of the 5 senses as creatively possible. This is determined by the talent of the individuals involved, creative company, as well as the openess and willingness of all parties to try something new. Remember, if it's truly new and "never been done before" when you see the end result it may not be familiar and it's success may be questioned.

 

Advertising is seperate from branding, branding is seperate from marketing and marketing seperate from advertising. However, synergistically, they can produce some incredible results.

 

Branding and marketing are also not the same. Sales and Marketing are definitely not the same thing but these two important positions, in some cases, have been blended together as one; either because a sales person thinks they are a creative director or because the boss only has to pay 1 salary for really 2 jobs. However, this has mistakenly copied and pasted into corporate infrastructures of too many businesses out there, much to confusion and denial of said companies. I'm not saying this is impossible to do, it's so rare that if you are doing this yourself, chances are, it's really not working.

This can be explained here >

thoughts


Sales people sell. Marketers strategies placement and positioning. Creative people decide on the look of the vehicle that will get them there. All work together. All have seperate distinct roles, that when in collaboration, and with the best of the best in each category, will make an unstopable force. Problem lies in seniority which doesn't justify the wrong person getting into the creative seat and the other way around.

 

Sales people need to be around people with tools in hand, selling product. That's it. That's their gift and chances are, no one can sell better than a sales person. The same goes for the creative and marketing area. Do not let sales people dictate what the marketing needs to look like. This is not their gift. Their seat on the bus is one seat. Do not let them get into anyone elses seat. Sales people too often are allowed to dictate not only the tools they need, understandably, but also what these tools need to look like. This is the first step to creating a real monster.

 

What then do creative people have in the work place today? To do the bidding of the uncreative? Then sales people need to go to school for graphic design not just dictate what they see in their head to someone who knows how to make it happen. Now I know it sounds hard but take this with a grain of salt. Everyone has an opinion and has something to contribute. But as a team gets together, people who are gifted in their area need to be released and flowing in the gift they have. Sales: selling, Creative: Creating, Marketers: Marketing, Producers: Production.