Brand inputs.

April 21, 2020   By: Matchbook
Brand inputs.
The term “branding” is one of those concepts often confused or conflated with other vocabulary. According to The American Marketing Association, “a brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.” In any marketing campaign, there are a variety of brand inputs, or elements that influence how a brand is formed, shifted, and perceived. When you are considering how your brand has changed, these brand inputs undoubtedly played huge roles.


These are the people responsible for the protection and success of the brand. This may include executives of a business, board members, or key members of your team. In a way, any employee is an ambassador of the brand, and that makes them a stakeholder. They have a vested interest in the success of the company. Stakeholders often know the brand better than anyone. They might believe they know the customer better than anyone, but could be too close to the brand to see what is truly happening.


An audience refers to the company, group or individual to whom your marketing or brand communications is intended to reach. This includes, but is not limited to customers, influencers, and internal audiences. Understanding the motivations of the audience, especially the customer that will buy your product, helps you to find a connection between your goals and theirs. For example, a fast food restaurant wants to provide quick service at a high volume. A mother, on her way to drop the kids off at soccer practice, wants to get an affordable meal for her children and be on time for practice. While their goals sound very different, they are in alignment. This informs the fast food company how they should structure their service and what they should communicate within their brand marketing to help their consumers get what they want while also achieving their own goals as a business.


The marketplace consists of opportunities, risks, common themes and competition. Every company says they are innovative. Many claim to have great quality, great people, and good customer service. These are not differentiators. To develop a successful message, you’ll need to be distinctive within the marketplace to be noticeable. You can identify the commonalities and differences by observing market trends, noting competitors, and taking note of common themes. We take note of things like common language, voice, marketing approach, and common colors.

Using these brand inputs, you can form a message that targets an outcome, driving toward the goal of the stakeholders, in the voice of the audience and distinctive within the marketplace.

Branding is Action Oriented

Remember, your brand is multi-faceted. It refers to several contributors and beliefs people hold in regards to you. The whole of all those things create expectations with your audience, which build feeling and emotion. Branding is the proactive effort to influence that feeling. That means you need to proactively communicate your brand’s message, positioning, and promise to the marketplace. In other words, marketing is essential. Marketing is a tool used to communicate your brand to the world.

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