Creative Branding & The Imprint Group Event Experience
As a Brand Manager people always ask me, “What’s the difference between branding and advertising/marketing?”
The answer is actually pretty simple.
Branding is an experience, whereas advertising is the temptation.
Advertising offers a promise, branding gives you confidence in what will be delivered. If a brand is properly built and nurtured, a relationship is formed with the customer and that company. The brand has informed how the customer feels about our services and how they approach working with us. If done right, hundreds, if not thousands of people will want to experience our brand. My job is to manage that experience.
“Fundamentally, branding is a profound manifestation of the human condition.”
– Wally Olins
I focus a lot on creating consistency within our brand across the company. We want a customer’s experience to always feel the same regardless of their title, their company or their budget. This is easy to do by keeping the personality, culture and essence of our brand at the core of our work. From receipts to out-of-office messages to proposals and beyond, no task or detail is too small or insignificant to us. Everything can help accentuate our brand.
- Brand Personality: Think of this like the brand’s character and how the company communicates to the outside world. This might be expressed in a certain writing style or voice, design style, and color scheme.
- Brand Culture: The value system and basic principles that a brand bases its behavior on. Determining the culture you want to set forth in the organization and ensuring your team understands and practices it, will drive consistency. Once established brand culture is cemented internally, the external audience will feel the brand ever more and will happily buy in. But what are they buying in to? What is the overall message or feeling your brand is trying to convey?
- Brand Essence: The essence of the company speaks to the intangible emotions you want your customers to feel when they experience the brand. A brand’s essence is the representation of the company’s heart, soul and spirit, and is best described with one word. For example, what company do you think of when I use the word “magical”? If you said Disney, then you get what we mean when we talk about brand essence.
Generally, I think of brand management as the intersection of our company’s creative, strategic, analytical and operational work. What we create, whether it’s a package or a service, can’t move or speak. It cannot be heard or seen. It can simply be felt. Simply put, it’s an experience. And I care a lot that it’s a unique one that reminds you of AXS Group.
Related: Event Branding