What is branding???

I recently read an interesting discussion thread on LinkedIn (which I recommend you join by the way) in which people were answering the simple question: What is branding?

It was interesting to see the range of answers. They touched on the issues around price, design and availability. Others seemed to think it was generated from the customers rather than the organisation. Some seemed to suggest that it was a much more emotional connection with people’s heart. Some talk about adding value to your product and how it differentiates you from your competitors. Others see it as something that will you will pay you a premium for, while other questioned why you’d ever want to do it with something cheap (I guess Asda, Wall Mart, Tesco et al have also missed the point).

Lots of people seemed to write about what brands do and don’t do, but most people failed to answer the question ‘what is branding?’
Now I’m not saying I’m a master marketer or brander, I’m not the brand evangelist and I am not the last word in defining all things conceptual. What I do know is that I didn’t get a clear understanding of what people thought branding actually was.

Ok the easy part is to pick apart other people’s thoughts and definitions. Time to state my position: Put simply, branding is the identity you give your organisation and the voice you use to communicate with your customers.

From this everything else comes: Price, position, marketing channels, logo, usp you name it, sometime your product. Once you have your identity and your voice then you bring your product into alignment.
In the luxury field, perception is everything and everything is perception.  The brand should stem from the core of who you are (your identity), transcend everything you do (your inner voice) and represent you in the way you want to be seen (your outer voice). Think about your identity (inner and outer) and ask yourself what am I trying to say and what are my customers (inner and outer) hearing.  Somewhere in between the 2 are your brand values. Once you’ve defined them align your products, sales strategy and marketing message to this and you’re on your way to fulfilling your brands potential.

Please let me know where you stand on the subject and post your thoughts.

Exhibit Shows Israeli Diamond Designers on Point

(February 3, ’10, National Jeweler)
Ramat Gan, Israel–A new collection of diamond jewelry featuring pieces crafted by Israeli designers is now on display at the Harry Oppenheimer Diamond Museum in Ramat Gan, Israel.
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Vicenza show revisits natural, geometric designs

(January 20, ’10, Catherine Dayrit)
Vicenza, Italy–”Renewal,” a term 2010 Vicenzaoro First show organizers use to describe the mindset at the show, might be applied to the jewelry designs, too, as most of the new offerings appeared familiar, the fruits of designers who either extended popular collections or came up with updated versions of previous strong sellers.
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How to Make Resin Gems (for Jewellery) – Part 2

The second half of my gemstone-making tutorial, showing how to put foil backings onto your gemstones. Feel free to visit my blog at: http://proplady.livejournal.

http://www.youtube.com/watch?v=QkRVQG2R4k4

How to Make Resin Gems (for Jewellery) – Part 1

The title’s pretty self-explanatory. Here’s Part I of the tutorial. Feel free to visit my costume blog at: http://proplady.livejournal

http://www.youtube.com/watch?v=0pnr21sjV2g

Resin Jewellery Tutorial with John W. Golden Part 2

A how-to video for using epoxy resin, silver-plated rings and pewter pendant trays to create jewelry from reproductions of your artwork. Part 2 of 3.

http://www.youtube.com/watch?v=d_Xn-xf_GqY

Resin Jewellery Tutorial with John W. Golden Part 1

A how-to video for using epoxy resin, silver-plated rings and pewter pendant trays to create jewelry from reproductions of your artwork. Part 1 of 3.

http://www.youtube.com/watch?v=BAEKnv0OU08

How to Design & make Jewellery : Part 3 – Using Enamel When Making Jewellery

How to use enamel for making jewelry by hand; get expert tips on homemade jewelry methods and techniques in this free instructional video.

http://www.youtube.com/watch?v=wWW4C96Z67I

How to Design & Make Jewellery : Part 2 – Making a Connector for a Box Bracelet

How to make a connector for a box bracelet by hand; get expert tips on designing and making your own jewelry in this free instructional video.

http://www.youtube.com/watch?v=EoXmRKmXoSo

How to Design & Make Jewellery : Part 1 – Making Jump Rings for a Necklace

How to make jump rings for a silver necklace; get expert tips on designing and making your own jewelry in this free instructional video. Expert: John Mendez Bio: John Mendez has been beading.

http://www.youtube.com/watch?v=2JmDUzPL8MY

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