Expanding on Branding -- Who do we want to be?

In marketing, the term "branding" is used to reflect what an organization wants to be. Sometimes, however, branding is confused as being our logo or perhaps some other graphical representation of the organization.

An organization's brand is a promise -- a promise that whenever "customers" come to the organization, it will provide something of value.

K-State Research and Extension promises practical, research-based information that improves the quality of life of people in Kansas. That's the foundation of our organization's brand. From that, many "sub-brands" might represent our organization -- maybe good, maybe bad -- depending on how well we serve our customers.

For example, our customers may come to know us as having excellent customer service, friendly people, being easily accessible or something else. What we are known as depends largely on how well the entire organization consistently displays certain values.

Logos and other images become a symbol of an organization's promise. People who see our images and have a positive or negative impression often tell others about us -- a concept known as "buzz marketing" or creating "buzz."

Bottom line: When all members of an organization consistently deliver on the organization's brand promise, that's what people come to know you as.

See and share more marketing tips online at www.communications.ksu.edu/marketing.
-- Pat Melgares, melgares@ksu.edu, 785-532-1160

Expanding on Branding -- Who do we want to be?