Speaking about branding, there are still entrepreneurs associate this term to graphic design activities: how to make a logo and stringing up typography. As a matter of fact, logo is just a channel to trigger the existence of a brand mindset (its concept, its values, customers’ understanding and experience). It’s not possible for customers to see that logo is representing the brand concept and value without any previous understanding and experience with the brand. Hence, branding is more than a logo design, branding is a strategic effort shaping the customers’ understanding about the brand itself.

"Brand is a promising intangible asset and the strategic key for your business sustainability. Hence, brand management is inevitable for every business owner in the universe."

Let’s take a slight observe to a brand widely named as the king of mineral water in Indonesia: Aqua. We start with this simple question: would all of Aqua competitors win out the market if they imitate Aqua’s packaging and sell their price way below? The answer is obvious: of course not. Aqua’s success story reaching customers’ top of mind is absolutely fueled by a strong mindset that is (also) strongly represented with its compelling packaging on every single bottle. On the other hand, Aqua brand positioning is strengthened with all imitators actions while customers have already had the Aqua mindset. All competitors lose theirselves.

It is obvious every now and then that Aqua does not sell products, it sells a set of brand values instead. Considering on its performance, Aqua has the know-how to maximize its brand as an asset. We must say that Aqua brand value is much bigger than its business value.

Another example is from tea table, Sariwangi, as a wellknown teabag brand in Indonesia. Recently, Unilever bought Sariwangi in a fantastic amount of money. Yet the amount is only enough to have the brand, not along with its business. And we have Coca Cola for another best example. As a hundred-years-old brand, Coca Cola remains a superpower brand maintaining its young impression until today. We are all agree on this, aren’t we?

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As the truth is speaking, brand is a promising intangible asset and the strategic key for your business sustainability. Hence, brand management is inevitable for every business owner in the universe. A business management often needs geographical expansion, which requires such amount of investment. What if every business owners aware of the importance of brand and branding? The business expansion itself shall be started from the mindset of customers since it is the basic domain of brand and branding. The quicker customers form their mindsets to a brand, the higher chances of potential customers to buy the products.

After all, a branding process does not mean to start your business with a logo design. On the other side, start your business to strategic steps which could lead to your brand values. It is way more important to have a brand that can offer benefits and values to form customers’ mindset. Shape your brand to have distinctive factors to guarantee your future business development.