Your Unique Mental and Emotional Real Estate
What is Branding?
A brand is much more than design and colors. Brands start through a deliberate process of occupying specific and unique emotional space inside consumers' minds. There is no simple definition to branding that will encompass all aspects but this definition from BrandingMag does a pretty good job...
If all that sounds like Marketing jargon just think of branding with the following real world example that comes from an except in Seth Godin's book, THIS IS MARKETING:
"If Nike announced that they were opening a hotel, you’d have a pretty good guess about what it would be like. But if Hyatt announced that they were going to start making shoes, you would have NO IDEA WHATSOEVER what those shoes would be like. That’s because Nike owns a brand and Hyatt simply owns real estate."
Seth Godin, THIS IS MARKETING
So in some sense, branding is clarity in the mind of the customer about who you are, what you do, and how you do it.
You don't need to be a billion dollar company to have a brand. Take our friends over at 1 Journey Fit, for example. They're not a client of Ninety17, they just rock. They cultivate a brand of hard work, encouragement, and community. Whether you're a customer, an observer on social media, or you meet the owner, Sondy, in the street, you'll feel that brand come through because it's so radically tied to the personality and motivations of leadership. You'll know if you're the kind of person that belongs at 1 Journey Fit just by observing the brand in action.