You might be wondering…What is that thing called “Branding?”  Many entrepreneurs are confused by the same thing too, so let me help you get some clarity through an example.

Have you heard of Royce Chocolates? It’s a brand of premium chocolate in Japan. When I say “brand” I don’t just mean the company name or the product name. It’s everything that comes with it.

Last night I was eating Royce Nama Chocolate and it was such an incredible experience, I’m actually feeling compelled to write about it!

My first experience with their brand is a few years ago, when I heard some friends talking about this “ooh so good” chocolates from Japan. I looked all over the US and they’re not selling it here (yet) I searched the internet and saw that they only sell it in Japan (naturally), Hong Kong, Singapore and Thailand. A year and a half ago, I visited the Philippines and my sister got me some from Hong Kong. I was so ecstatic because I’ve been waiting to try it for soooo long. (Plus the fact that I had to go through hoops to get it).  And without fail, the exquisite promise of Royce chocolate was kept and more (over-delivered). It really is soooo good!!!

I guess the word about Royce chocolate in the Philippines spread like wild-fire because after a few short months, they had Royce chocolate stores around Manila!

So what’s the craze about? Last night, my honey brought me some, straight from Manila that I relived the exact experience yet again.

When I saw the bag, I was already excited. Each and every Nama chocolate comes in an insulated silver bag (see picture) with an ice pack to keep it at a certain temperature. You open it, and you will see a gift-wrapped box. The wrapping looks simple and elegant. You then open it like opening a Christmas gift and inside you will see another beautiful box. You open the box and inside, you find a tray of chocolate wrapped in an elegant plastic wrapper. There’s a small chocolate spoon that comes with it too. And when you uncover the plastic wrapper, you will see a tray of chocolate that to me seems like a treasure chest of gold bars (except its chocolate).

When I scooped a slice and popped it in my mouth…

**fireworks**

The Nama Chocolate is pure bliss. It coats your tongue with bitterness for a split second, setting the stage for the cold, creamy, rich chocolaty goodness that gently melts on your tongue, assaulting your senses with all that is divine. The world is suddenly a better place.

THAT is the Royce chocolate Brand. It’s brand archetype is the Romantic. It evokes love, connection sumptuousness, lusciousness, adoration, feeling singled out as special and being cared for. It is attentive to detail, elegant, desired, indulgent and decadent. It starts with their name, which I highly associate with the upscale car manufacturing company Rolls Royce (to me it sounds like royalty).  Royce is consistent in their brand all the way to their packaging, colors, the material they use, texture, the process I went through to open a box and the quality of their chocolate itself. Even the stream of praises that border on worshipful reverence that I hear is part of their branding.

Yes the chocolate is very exquisite, but I’m curious if I would have the same exact feeling about if it came in a blob of unidentified shaped chocolate in a ziplock? Probably not.

The thoughts and feelings that I and the rest of its customers get in every contact with Royce, whether its just a mention of its name, hearing friends talk about it, checking out their website or opening the box…it’s the total experience, that’s Branding.

Branding is what magnetically attracts raving, loyal customers. It’s a decision-making shortcut for people to choose you over the other service provider.

As a EntreprenAuthor…

“Your brand is the truth about you, well told.” -Unknown

What To Do Now: If this post provoked any new thoughts or opinion about what branding is,please comment and share your opinion here.