"Branding", "Brand Value"...

These scary words that blow the daylights of many a veteran entreprenuers. No doubt building and creating a brand takes years of creativity and hardwork with many roadblocks to face of. What most businesses do in a crisis situation is to purely on the product they want to market; but sadly your product is not your brand. That's the first ground rule that need to be understood straight.

So what really is a BRAND and BRANDING?

Brands are not just products, its a hegemonic pyschology that engages a buyer and seller in a positive relationship. In a word, communication, is what builds a brand. In strictly economic terms it is called "user acquisition strategy". The product is simply a thing out of the factory, a creative branding is what makes it glamorous enough to adorn the shelves in those brick-n-mortar stores in the first place. Most Small Businesses and startups fail to capitalize on this avenue.

Scott Goodson, founder of StrawberryFrog beautifully explains what makes Dollar a unique global brand. "In the front you will find the owner of the brand: the Federal Reserve. There is a testimonial from the first President of the United States, George Washington. There is a simple users guide: “This note is legal tender for debts public and private.” And if you’re still not convinced, the owner has added the all important emotional message: “In God We Trust”." Perfectly put!

Keeping in mind three goals is very essential to win the race against other industrial brands. First identifying your aim clearly, defining the goal sets and lastly figuring out your demographic section. In the process, a brand is born that comes to define your identity as a business. "Brands are pyschology and science brought together as a promise mark as opposed to a trademark".

Here is a run down list of some useful books that helps nurture a positive community for brands to thrive.
1. Ready, Fire, Aim by Michael Masterson

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