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WHAT IS BRANDING?
The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.
Therefore it makes sense to understand that branding is not about getting your target market to choose you over thecompetition, but it is about getting your prospects to see you as the only one that provides a solution to their problem.
The objectives that a good brand will achieve include:
• Delivers the message clearly
• Confirms your credibility
• Connects your target prospects emotionally
• Motivates the buyer
• Concretes User Loyalty
To succeed in branding you must understand the needs and wants ofyour customers and prospects. You do this by integrating your brand strategies through your company at every point of public contact.
Your brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot.
A strong brand is invaluable as the battle for customersintensifies day by day. It's important to spend time investing in researching, defining, and building your brand. After all your brand is the source of a promise to your consumer. It's a foundational piece in your marketing communication and one you do not want to be without
WHO OWNS THE BRAND?
An organization doesn’t own its brand. It can shape it, manage it, but never own it. That’s because a brandis not what an organization says it is. It’s what the market believes it to be. It’s a perception developed through the sum of an individual’s experience. Through every encounter they’ve had with your organization, your employees or products. Through what they hear from you and about you

BRANDING A KEY TO YOUR SUCCESS
branding is one of the most important components to any business, as itallows a company to forget its own distinct identity. Here are three aspects of branding to consider in creating your company’s image
1. Brand awareness, when your targeted customers recall your product, is perhaps the most crucial element in the branding scheme. Brand awareness brings consumers back to your business again and again, and allows them to gain trust in your product. For example,when you see McDonald’s golden arches you know exactly what it represents.
2. Brand slogan is another important element of branding. Is there any doubt what people think of when they hear or read the phrase, "Just Do It"? Your business can create the same appeal that Nike and others have by using effective brand slogans.
3. Brand personality gives the company an image or identity expressed inhuman characteristics. A good branding personality example is insurance company Geico, with its mascot/spokesman, the Gecko. These brands lead to longevity of the personality of the company. Remember, consumers have good memories.
on the other hand we also have people thinking in a different way as Koonin, a former sports marketing expert at Coke who went over to Atlanta-based Turner nine years agoto help turn around TNT, uses branding to build or repair a business, he is a 52-year-old Atlanta native, says a clear vision and game plan helped re-establish TNT and later, TBS, in viewers’ minds. The result higher ratings and more ad revenue for the networks.
He calls his recipe “The Three Ps”:
» Position the networks: TNT got a new tagline, “We know drama.” For TBS it’s, “Very funny.”
»Program to the positioning: That included launching several new series, such as “The Closer” and “Saving Grace,” to illuminate the brands.
» Promote the programming and the positioning: To viewers, advertisers and anyone else who’ll listen.
Branding needs to be consistent and well-executed, he said. And company executives need to have the courage to focus on what they do best.
THE THREE S'S OF...