What do you Really Know About Branding?

When we think of a brand, the first thing we think of is the brand’s name. But what’s the second thing, third thing, and fourth thing you think of? That’s all part of their branding too! Let’s take Progressive Insurance for instance. One of the first things you think of is the salesperson, Flo, who’s featured in all of their commercials. When you think about LuluLemon, you might think about the reusable logo bags everyone receives after their purchase. Flo from Progressive and LuluLemon’s logo bags are all part of their branding and allow the company to distinguish itself from their competitors.


“Branding is the strategy by which companies differentiate themselves from their competitors. A company’s branding is the unique qualities customers associate with a company.”

Here are some examples of different types of branding companies use…

  • Brand name
  • Logo
  • Retail store design/layout
  • Customer service
  • Business processes/in-store operations
  • Universal product features
  • Market material (campaigns)

The Flying Tiger Copenhagen does an excellent job of branding their company with the design and layout of their retail stores. Unlike most stores which have high shelves above eye level and varying types of product displays, Flying Tiger has an industrial set up in-store with universal display of their products on stands only at and below eye level. This allows customers to experience an open store layout and also directs customers on a maze around all of their products until they loop back around to the register.

This swim brand packages their bathing suits in Chinese food boxes to make it even more enjoyable and exciting when customers receive their products in the mail. They even include a handwritten note from the company to make customers feel even more appreciated and loved by the company. The provides a unique, memorable experience for customers that they will now look forward to each time they order a product from the company.

Hopefully you found some inspiration in the examples of companies that are successfully branding themselves to their customer base, but branding has to be different for every company, seeing as the goal is to differentiate your business. It can be very difficult to come up with a unique strategy for branding your company but it can first be helpful to make a list of words and phrases your company associates with. Once the list is made, brainstorm ways in which you could relay that word or statement to customers and out of that list, you can develop new strategies for branding your company. Branding is a never-ending process. The most successful companies continuously work to improve and develop their branding techniques to consistently impress and excite customers.

If you need help with your company’s branding, give us a call today or visit the products page on our website, maxexpousa.com!

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