Branding, rather than Trending

Jooyun Kim's 
Spacebranding vol.05


 "If you imitate the spatial 'likeness' of a business, you give up the opportunity to create your own 'likeness'."


<The key point of branding _ ‘likeness’>
In branding, ‘likeness’ is the key. “Does this look like that company?” When people say, the branding went well. If there is a company that mimics the "likeness" because the space of a business looks great, it gives up the opportunity to spend the same amount of money and create its own "likeness." 

Gentle Monster Seoul Hongdae ’SACRIFICE’ ©  Jooyun Kim

That's the business space where we say, "Well, it's all similar!" No matter how trendy it is and how much you want to imitate it, it's the same as wearing clothes that don't suit you if you don't have your own 'likeness.'1)

<The temptation to follow _ 'Trending'>
But why are entrepreneurs tempted to follow along with trends? This is because of the illusion that you can easily achieve your own 'likeness' by imitating others' 'likeness'. Often, even experts consider branding and trending to be about the same thing and work on the project. 

That is the reason for not distinguishing between 'trending' and 'trend research'. Trend Research is a study that identifies the lifestyle and value flow of customers.2) This is the basic data to establish the 'likeness' of differentiated companies by looking at current trends and directions through trend research.

<Branding is_ Verbs>
Branding refers to the whole process of building, controlling, maintaining, and expanding the value of a brand and creating a unique name and image in the customer's mind. Building an image of a company or brand is like traveling without a final destination. 

Branding is not a result, but a process of producing a result.3) In the process, the products or services that a company wants to sell are fused with the values that the company seeks to create a strong relationship with the customer. Because such a process is bound to be integrated, branding has recently been referred to as integrated brand communication.

Branding is referred to as blending in the sense of relationship with customers, just like the Native American Indians cutting their forearms with knives and tying their forearms to maintain blood alliance with other tribes.4) Through branding, the brand establishes a differentiated position in the market, attracts and maintains loyal customers.5)

The brand is a noun, but branding is a verb. Like 'living creatures with emotions', all the people involved must constantly and integrated manage them. 

<Branding _ ‘Empathy rather than understanding’>
It is the empathy in the heart rather than the understanding that holds the brand deeply in the customer's mind. This truth is what Aristotle said to Plato thousands of years ago. Experience allows customers to be more intimate and emotional with the brand and to be satisfied with the brand as well as entertaining.6) 

teamLab:LIFE ©  Jooyun Kim

"Appealing to the heart is stronger than appealing to the head. Appeals to the head can make people nod, but appeals to the heart make people move right now."7)

Along with socio-economic development, the goal of "appealing to the heart" has not changed since the beginning of branding. What has changed is the goal of branding and the way it is implemented. In the industrial age, the attributes of products appealed to customers' minds, and in the information age, identity was appealed through images, but now is the era of appealing to customers' minds and emotions through stories and experiences of 'dreams'.

<Ted Chung _ “Branding is to show persona and philosophy”>
If you see a product or service and you think 'that's like that company', tell the public that you are doing the 'branding' of the company properly. Hyundai Card Chairman, Ted Chung said, “Branding is to show persona8) and philosophy,” and added to find your own words. 

'Likeness' is a special attraction, empathy, or meaning that contains the values or meanings of a company, product, or service, which is directly related to the trust and trust of customers. After all, branding is the process of building trust through the brand's persona.

<Branding is_'required, not optional'>
Branding encompasses all the ways to build 'likeness'. The products and services themselves, advertisements, and store space, etc., are built up 'likeness' as a positive impression of trust in the customer's brain.9) Chairman Ted Chung says the company's output is 100 to as many as 300.

The reason why Hyundai Card is well known to be good at branding is that it is good at "synchronization for impression management" of its products.10) In the end, branding is an overall process of managing brand concepts to build 'trust'.

Chairman Ted Chung says, currently, only about 5 percent of Korean companies are doing things that can be called branding, and "Branding is now a required, not an option."

Hyundai Card CEO Ted Chung [OVER THE RECORD] 1강. Sales vs Marketing vs Branding





<Summaries>


"If you imitate the spatial 'likeness' of a business, you give up the opportunity to create your own 'likeness'."

"There are temptations to avoid in branding. That's the trending."

"It is the empathy in the heart rather than the understanding that holds the brand deeply in the customer's mind. "

"Appealing to the heart is stronger than appealing to the head. Appeals to the head can make people nod, but appeals to the heart make people move right now."

"Branding is required, not optional."


1) Manabu Mizuno, From Sell, to Sell, 誠文堂新光社, 2016., pp.129-131

2) 김난도 외 8인 지음, "트렌드 코리아 2019", 미래의 창, 2018.10.24., 6쪽

3) DBR, "신용카드 회사가 문 연 '라이브러리', 브랜드 스페이스를 기업의 해리티지로", 2017.9., from http://dbr.donga.com/article/view/1202/article_no/8269

4) 권민 지음, "브랜딩", BY UNITAS BRAND, 2012.09.05., 34쪽

5) Business Dictionary ‘branding’ from http://www.businessdictionary.com/definition/branding.html

6) Dan Hill, body of truth : leveraging what consumers can't or won't say, Wiley, 2003., pp.188-193

7) 홍성태 지음, “모든 비즈니스는 브랜딩이다”, 샘앤파커스, 2012.7.15., 155쪽

8) 페르소나: 그리스 어원의 ‘가면’을 나타내는 말로 ‘외적 인격’을 뜻한다. 브랜드의 페르소나란 브랜드의 개성, 표출되는 인간적 특성을 말한다.

9) Manabu Mizuno, From Sell, to Sell, 誠文堂新光社, 2016., pp.30

10) 정세영, “1강 브랜드란 무엇인가?”, 현대카드 다이브 ‘오버 더 레코드’, from https://dive.hyundaicard.com/web/content/contentView.hdc?viewSpaceType=Y&contentId=3027&cookieDiveWeb=Y

 


Jooyun Kim

jykim@hongik.ac.kr



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