MM Creative Agency

MM Creative Agency Logo DiapMM Creative Agency Logo Out of the fire (or surf)! Blog • 3 min. read A well-known term in the marketing world, but for entrepreneurs often a case of abracadabra or 'it probably has something to do with my logo'. I'm talking about Branding . You've probably heard of it, but what is it exactly? And why is it important for your organization? In this blog, we take you through the origins of branding, its building blocks, and the power it holds for your brand. From branding cattle to brand experience Branding is derived from the Old Norse word 'brandr', which literally means to burn. In the past, farmers would brand their cattle to indicate which owner the animal belonged to. This practice expanded to marking other farm property and various objects. Think of craftsmen who would 'brand' their work to show what they had made. As a result, people began to associate a certain value or quality level with the brand mark. And that is exactly what branding still does today! Building blocks of branding In this history lesson, we learn about three important aspects of branding: Characteristics - How do you recognize your brand? Whereas in the past the brand mark was on a cow, now it's your logo, brand name, colors, typography, and tone of voice. Everything that makes your brand visible and recognizable. These brand characteristics do not stand alone, but also contribute to differentiation and form the basis of your brand perception. Differentiation - What makes you unique? If you had the strongest cattle back in the day, you had a good reputation. That still applies: people choose based on differentiation. What makes your product or service better or more attractive than the competition? Sometimes the difference lies in concrete product features, but often it's in the intangible qualities such as experience, feeling, and trust. Perception - What position do you occupy in the mind? The intangible qualities of ...