The Art of Branding
Written by: Anna-Karin Lingham, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
There are similarities between painting a masterpiece and working with branding. You need to use large brush strokes to set the strategy and brand platform. Then you need to focus on details to make everything complete and clear to the customer or viewer.
Let´s look at a simple model for branding. You can use it for both corporate and personal branding. It includes 3 perspectives:
Identity
Profiling
Image
Your identity is the internal perception of your brand. If you have created a clear brand platform from which all employees agree upon and act from, you have great conditions to be consistent and trustworthy on the market. This is where you find the large brush strokes in your painting.
Then you send out consistent signals and messages in all your profiling channels based on your identity. It may be in live meetings, social media, emails, phone calls, the way you dress and act, your graphic profile… This is where you find many of the details in your painting.
Your image is how the market perceives you. Will they be attracted to and interested in your brand? Are both large brush strokes and small details clear to them so that they find you trustworthy? Be aware that there is always noise in the mind of the consumer. It affects their perception of your brand and is based on values, preconceptions, memories, and other things.
The clearer you bring about the picture of your brand to the market, the less space there is for undesirable noise. Just remember to keep your eyes on the market while you build your brand. Is there a target group out there who will find your brand attractive?
If so, then just Go Go Go with your brushes!
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Anna-Karin Lingham, Executive Contributor Brainz Magazine
Anna-Karin Lingham is a branding expert with a great interest in both business and people. Since more than twenty years back, she has worked with marketing, branding and business development both in Sweden and on an international arena. She has had leading roles in companies like the Axfood group, the global premium brand Hästens Beds, the health company Apotek Hjärtat and the sports fashion brand Björn Borg. She has launched the concept Ambassador Branding, where corporate and personal branding meet for great financial results, strong job satisfaction and brilliant ambassadorship on the market.
Anna-Karin has been appointed Mentor of the year by the Stockholm Marketing Association. She has written a guidebook in personal branding and is an active business developer, speaker and mentor. She is also an artist and outdoor adventurer, with a special fondness of high mountains. Her mission is to help companies and individuals to open their own windows and take place on greener and greater arenas.
