Introduction to Branding Research

Introduction to Branding Research

I have been researching into branding techniques, I looked into it myself a few years ago when starting a t-shirt and apparel company with friends, (didn't work out because one of the friends was not quite a team player). 

My understanding of branding is so;

  The most important thing to consider when starting a brand is the consumer, I believe it is best to look at the consumer from a cultural point of view rather than a marketing point of view... Who the consumer is, not 'what' the consumer is. 

   All people make their decisions based on their cultural context, so when taking a cultural approach to branding things to consider would be,

  *Traditions

  *Beliefs

  *Experiences

  *Ideas. 

  Brands, instead of just selling us products, sell us ideas and lifestyles.

Take for example brands like Apple, Starbucks, Harley Davidson and Nike..

 none of the ideas that these companies are known for are inherent to the products they sell, but are the result of the social meaning that these brands have attained in our society. This social meaning can be attained in culture through;

  *Narratives

  *Social Activities

  *Rituals

  *Symbols

  

Apple, for example have created a potent symbol in its logo.

Harley Davidson's anniversary celebrations are powerful rituals that draw in millions of followers from all over the world.

I believe it is these cultural components that help a brand convey a sense of meaning that provides fulfilment and self affirmation and belonging to consumers that receive these ideas.

Who the consumer is, not 'what'.

-Demographic

-Behavior

-Preferences

-Purchasing

-Psychology

-Sociology

-Social outlets

This type of approach, gives brands the level of understanding that they need to help build productive and lasting relationships with the consumer. Take the market research and marketing data and develop a set of characteristics that will resonate with the brands followers. 

 Creating messages and marketing strategies that will strengthen brand culture, allowing a brand to be more influential in the lives of its consumers by giving them WHAT THEY'RE REALLY LOOKING FOR. Which is not just a product, but a sense of fulfilment and belonging that comes with being part of a great culture. 

 Ofcourse the goal of all this is to maximise return on your marketing investments, and while this approach is more theoretical than the more traditional approaches, I believe it would be more effective in this modern world than approaches of the past.