The term ” branding” has become one of those terms that has launched itself into a blackhole of business jargon due to it’s ubiquity and gross overuse. If we had an Apple stock for every time we heard the term branding mis-used we would be, well Steve Wozniak… So let’s start with what a brand IS NOT:
- Your logo
- Your tagline
- Your product
- Your service
Although the above do play a key role in shaping your brand, they do not define it. Branding is telling a story, it is the promise of a distinct memorable experience. It’s consistency every time someone contacts your brand, every time they e-mail, every time they contact customer service. It’s how you make your customers feel with their purchase decision and how they connect with your brand story on an ongoing basis.
Developing an authentic brand is about consistency, consistently delivering the right message to the right people to create the right reaction…
What is your brand’s story and how are you telling it? What is your brands voice and personality? What distinguishes your brand from others and why? By 2019 a projected 70% of marketing budgets will be digital in North America. So in a world where buyers are bombarded with content and ads every time they look at their phones, tablets and computers; how do you stand out?
Steeped in Irish culture, Guinness is often thought of as the most globally recognized beer.
The Guinness Harp
The harp, the iconic Guinness emblem is based on the famous 14th century harp “O”Neill” or “Brian Boru” (Ireland’s legendary High King. Boru Vodka later formed in his namesake).
Harp is their first non stout beer, and the “Harp” is the emblem of Ireland, albeit with a slightly different design due to trade marking. Making the harp not only an icon for this creamy stout but an icon for Ireland worldwide.
There is a a misconception that the majority of Guinness is brewed at St. James gate.
Although still the largest producer of stout in the world producing upwards of 50 million barrels a year not to mention was originally leased to Arthur Guinness for 9,000 years in 1759. Guinness’s parent company Diageo formerly Grand Metropolitan, is the biggest owner/producer of alcoholic beverages in the world and has breweries and distilleries in 49 countries… That being said, three of the five Guinness breweries are in fact in Africa.; with the largest producer being in Nigeria ( Guinness Nigeria PLC).
Largest producer of stout in the world. Market cap of 4 billion ( as of 2017)
I have always been a history buff, always interested in where I came from and who and what shaped the world I live in.
Whether it be ancient Greece, Alexander the Great, the war of roses or the rise and fall of Napoleon. This curiosity has always dripped into my work in marketing and PR. How are brands built?
What inspired their inception? Their demise?
What are some common misconceptions?
With that in mind, over the coming weeks, I will be doing a series on such topics and delving into the history of brands.
Perception is everything in marketing.
When you see words like social, impactful, reach, what do you think of? What do you associate these words with?
Definition of Perception
1 a: a result of perceiving : observation
b: a mental image : concept
2 obsolete : consciousness
3 a: awareness of the elements of environment through physical sensation color perception
b: physical sensation interpreted in the light of experience
4 a: quick, acute, and intuitive cognition :appreciation
b: a capacity for comprehension
— perceptional play \pər-ˈsep-shnəl, -shə-nᵊl\ adjective