What is your opinion about branding? Do you believe that it is an important strategy for your business to achieve optimum business growth? But did you know that there are what we call as distinctive and descriptive branding? Generally, branding is a process of giving and conveying the promise of your company to your audience or customers. In conveying the promise, there are lots of strategies involved.
To deepen your understanding, the branding companies San Francisco is clarifying the difference between distinctive and descriptive branding based on different perspectives. There are various ways for your products or services to be promoted and echoed on the market through branding.
First, your brand should be unique and different from the other brands in the same industry. It can make your strategy and design a difficult one, but with proper conceptualization and implementation, it can just be easy.
Second, the promise should be clear. The promise reflects the benefits that your existing customers and/or potential customers may be enjoying from your branded products or services. The conveyance of the promised benefits should be clear and easy to understand. Otherwise, your audience will likely reject your brand.
Third, the message about your products or services should be more specific. There should be clarity and transparency. The benefits should be clear, so as to bring your business to a maximum growth level. People will always like transparency when it comes to purchasing products or availing of services.
Fourth, your business brand should be well protected. There is a tight competition, and based on ethical standards, your business competitors must not do things that can detriment your products or services. But sometimes, it is inevitable. Jealousy is a common thing to happen. Thus, it is important that you protect your brand from jealousy-related matters that can affect your business.
Branding Companies San Francisco Explains the Difference
Distinctive branding. It can be characterized as cool, fun, and unique way of branding products or services. A distinctive name refers to a unique name that is associated with one particular product. The different popular brands on the market today, like Apple, Uber, Coca-Cola, and Amazon are unique brand names. They’re associated with specific products or services. For example, Uber is a brand of transportation service that is specializing in giving people a more efficient and effective way to go to a certain destination.
A distinctive brand can be trademarked. This is one of its advantages. When you have it, you can have it registered under your company name or under your name. Trademarking is one good way to make sure that what you’ve got and you’ve made available on the market is your possession. The name can’t be stolen by others because there’s already a copyright to it under your name.
In terms of creating a brand awareness, a distinctive brand requires budget and marketing savviness. It is a necessity to have a strong financial backing to make sure that people’s awareness is widened and deepened.
According to this article, there are 5 ways to create and foster a distinctive brand.
First, you have to start with conceptualizing a certain vision. This is where branding agencies can help you. Envisioning is a process of seeing the potential of your products or services. Their benefits should be determined in advance before the launching so that conveying the message should be holistic and intact.
Second, customers’ interaction should be present. Your customers must interact with you. In this way, it can be easier to build the distinctiveness of your brand.
Third, be specific in finding your own tribe and voice. What does it mean? You need to focus on creating a specification of where your products or services do belong. You should have an ideal identity.
Fourth, there must be shared values among partners and stakeholders. Respect everyone in your circle, may they be your office staff, factory workers, and even your customers. They comprise everything that surrounds and encircles your business. And they must nurture the strong shared values.
Fifth, be sustainable and focus on your main business principle. It reflects on the promise you want your audience to enjoy. If you’re selling products for health and wellness, the promise should be anchored on that aspect. And the message to be conveyed to your audience should be clear and reflective to that.
Descriptive branding. On the other hand, descriptive branding is evident for small-scale companies whose budget or capitalization is just small. In creating a distinctive brand, you must be able to come up with a clear and concise name that can easily be promoted online and offline. The name should easily be remembered by your target audience. Unlike the distinctive which is more unique, a descriptive brand is about a name that is specific to the industry of your choice.
It describes and depicts the offer of your company. By just reading the main keyword that is your business name, people can comprehend that you’re offering that thing to them. For example, you have a specific name plus “Digital Marketing Services,” it is descriptive in a sense that when people read your brand online, they will automatically know that your brand is offering digital marketing services to the customers.
But there is an interesting twist to it. There are brands that started as descriptive, and they became distinctive through times. Some instances of this are Exxon Mobil that started as Standard Oil Company in 1870, Apple that began its name as Apple Computers, and IBM that had an initial descriptive name as International Business Machines. These brands became distinctive after a particular period of time.
As explained by design firm Ramotion, distinctive branding requires much money for capitalization, while descriptive branding just requires a smaller amount of money to start with. But distinctive is a process that can give your brand a strong sense of awareness. Descriptive for start-ups is still good, and it can still create an awesome brand identity.