What is a brand?



  1. a type of product manufactured by a particular company under a particular name.
    “a new brand of detergent”

A lot of work goes into establishing a brand for a company. Most of the time, the only thing the public sees is the finished, clean cut, logo and branding items, but it’s actually a long process.

A brand encompasses the entire image for a company. This includes but is not limited to: logo, branded stationary, mission statement, cohesive advertising message and imagery, and more. Everything needs to stay consistent across all platforms (print display, web, digital, radio, etc.) to promote trust and recognition with the consumer base. Consistent quality and good customer service from a company is also important to establish a trustworthy brand that people want to keep going back to.

Starbucks is an example of one of the most successful coffee house brands. They’ve made themselves synonymous with status through their pricing structure, menu items, and messaging. They are also one of the most accessible. They also have specials seasonally that usually sell out like their recent Unicorn Frappuccino.

A good example of how your branding and strategy can affect your overall image is the difference between Target and Walmart. They both sell general house goods and grocery items now. Target however is more heavily curated, has designer collections from well-known celebrities, has a Starbucks in every location, and therefore attracts a different customer base than Walmart on the whole. Their images are completely different despite actually being similar structure type stores. This helps separate them in the market and ensures they have successful businesses from targeting different demographics with their marketing.

Understanding your desired demographic is essential in creating a successful brand. It can be the difference between people thinking of your company when there is something that they need and coming straight to you or your company being unknown or untrusted.

Key to creating and maintaining a successful brand image is having an experienced advertising agency on your side. Here at Navigation Advertising we have 20+ years of brand design and advertising. Check out our branding portfolio and contact us with your branding needs.