From time to time instead of learning by following a rabbit hole on Wikipedia, I like to have a more structured approach and take an online class. Recently I've taken classes on fiction writing (see previous post for why), WWI aviation (for a game I’m working on) and finally, branding.
In this branding class we learn and discuss things about major international brands, how they got there and how they manage them. I’ve found that some of the same methods can be applied to any smaller or local brand. I've used some of the techniques for my own business, hence some of the content changes I’ve been making.
Branding used to be what logo or arbitrary image represented your company. It used to be the colors and fonts you liked, your stationery and of course your website. Branding was tangible and easy to change. Hondas are red, KTM is orange. Nowadays things are a little more complex, and less exact.
Managing a brand is more an art than a science, because branding is, in short, everything that has to with any aspect of your business. Branding is still about your logo and colors and website, but it’s also the ideas your company stands for. It’s who you partner up with for events or promotions. It’s no longer a tangible thing you can see and touch, but rather how people feel about your company, whether it’s employees or customers.
Business branding is so complex that “Brand Manager” and “Director of Branding” are titles, no longer just a part of marketing. They came about much the same way that “Inbound Marketer” and “Social Media Analyst” did, via the web. We’re so interconnected that no matter where you are or what your company does, managing your brand is vital to the lasting impact your business will have.
So, how are you managing it?
If you're interested in where I take my online classes, it's primarily through FutureLearn.com, because their UI and UX is superb.
