It is called branding to all that set of actions and elements associated with a brand with the intention of supporting its positioning and perception in front of the consumer, benefiting purchase decisions. Learn how to create a successful branding strategy for your brand below.
Paraphrasing a popular Mexican phrase, we can say that “The brand belongs to who works on it”. And it is impossible to position a business in the minds of consumers overnight. For this, it is necessary to use different tools in order to build the concept behind our business.
This is where it comes in the branding, a fairly effective method to create, build and manage a brand. With the right direction it is possible to associate our business with ideas, values and feelings that help us to stay in the mind of the consumer. Find out how branding works, what it is for, what some of its advantages are and how to create the ideal strategy for your business. Let’s get started!
What is branding?
Branding is the set of actions and elements associated with the positioning of a brand based on values and conscious or unconscious connections with an audience. specifically, in ways that support and benefit purchasing decisions.
In other words, branding is the concept that surrounds your brand and includes actions such as the creation of a logo, the choice of colors, the feelings and emotions associated with your business and all those factors that influence the perception of your company.
Meaning of branding
As such, the term «branding» comes from English and according to , means, “the act of giving a company a particular design or symbol with the intention of promoting its products and services”.
What is the importance of branding?
The importance of branding lies in the benefits it can bring to brands. These are some of the most valued by entrepreneurs:
- Support brand recognition.
- It is a great differentiation tool against the competition.
- It is useful to generate loyalty and customer loyalty.
- Help build connections with your audience.
- It adds value to the business.
Let’s talk about each of them in a couple of lines adding examples of branding at each point.
Support brand recognition
Branding makes it possible for your audience to recognize your brand just by seeing the colors, the font style or a symbol on your products or in your advertising. However, beyond recognition, these elements help to occupy a place in the minds of your consumers, transmitting a whole concept around your business.
branding example
The famous Nike Swoosh, a simple but quite characteristic element of Nike that alludes to the dynamism and movement around the brand.
It is a great differentiation tool against the competition
In a highly competitive scenario, branding becomes the DNA of a brand, giving businesses unique characteristics and personalities, managing to distance themselves from the competition through characteristic values, ideas and phrases.
branding example
Coca Cola and Pepsi have diametrically opposed branding in terms of colors and fonts, to help differentiation. While one brand uses curves and color games in red and white, the other firm uses simple fonts, with blue, red and white colors.
It is useful to generate loyalty and customer loyalty
A good branding strategy not only helps brand positioning, but also makes potential customers identify with the brand, become loyal consumers and become conscious or unconscious ambassadors of a particular business.
branding example
Starbucks has done an excellent job of branding with its packaging that has made its cups and glasses appreciated and collected by users. Regardless of whether they drink coffee, tea or any other beverage, their logo is an element that they boast and appreciate showing on social networks.
Help build connections with your audience
Branding elements such as sloganslanguage and communication are useful to create identification with a target audience and create a personality with which our customers empathize, considering that when we buy, we do not only do it to satisfy a need, but to support an idea or form part of a group specific.
branding example
Apple’s sloganthink different” either “Think different” in Spanish, not only works as a differentiating element of the brand, but also to connect with an audience that identifies with a way of life that is alternative to the conventional one.
Gives value to the business
Each branding action used to build a brand contributes to the value that it can have in the market. In other words, if today you want to buy the ‘Walmart’ brand to use it in your grocery business, you will have to pay more than 111 million dollars, since being such a world-renowned brand, branding counts as a very important asset for the valuation of this company.
branding example
Google is in the top three of the most valuable brands worldwide, exceeding 263 million dollars according to . Apple and Amazon surpass Google, being in the number one and two position, respectively.
What companies use branding?
Practically all companies use branding to distinguish, position and differentiate their businesses of the competition. The easiest way to know if a company uses branding is by answering these questions:
- Does it have a name?
- Do you have a logo?
- Do you have slogan?
- Do you have a defined color palette?
- Do you use certain differentiating elements in your language or communication?
If you answered yes to one or all of the questions above, then the company you are thinking of is using branding to grow their business.
Create your online store right now
If you have a company and you want it to grow seriously, then you should think about creating a branding strategy to position it. To do this, you will need to identify what type of branding is the most suitable for what you have in mind.
Learn more!
Article
What are the types of branding?
Now that you know what branding in marketing is, let’s see the most common types of branding that we can find applied to different kinds of brands.
- corporate branding
- personal branding
- employer branding
- co-branding
Let me explain one by one to avoid doubts.
corporate branding
Corporate branding is the set of elements that make up a corporate identity, which aims to influence consumer behavior or the way in which others perceive said company.
personal branding
When we talk about personal branding we refer to the series of strategies and actions carried out with the aim of creating a brand around an individual. The purpose?: achieve professional success goals, start a business based on our name, become an influencer or position ourselves as a leader in the segment that interests us.
employer branding
Employer branding can be defined as the series of elements and strategies that give a company personality for its employees and potential candidates with the aim of encouraging the attraction of talent, making the company a more competitive organization and improving its proposal. of value to its collaborators.
co-branding
Co-branding is a type of strategy in which two or more companies collaborate for a certain time. We can speak of a strategic alliance to launch a product or service, incorporating recognizable elements or values of both brands for a particular benefit.
What elements of branding exist?
The elements of branding are those graphic representations of a company that serve to project the ideas and characteristics of a brand to the audience.. Let’s look at each of them and how they work together to build the personality of a business.
- Naming
- Logo
- Typography
- Color palette
- slogan
- Packing
- Language and communication
- acoustic seal
Give me the opportunity to explain each of them and their particularities.
Naming
It is called naming to the set of techniques and strategies that help to develop and create the name of a product, service, company, event or project. The name is one of the best and most valuable resources of a brand, since it is the way in which it is presented and remembered by the audience.
Branding example: naming
Logo
A logo is the symbol or set of symbols used to identify and relate to a company, brand, institution, company, product, event or project. There are different types such as the isotype, imagotype or isologo.
Branding example: logo
Typography
We can call typography the set of alphanumeric characters, made with a common style and characteristics that serve as a graphic representation of the letters of an alphabet. There are many typographic styles, as well as different classifications. When it comes to branding, typography can make a brand so unique that just by looking at it, you immediately refer to a business.
Branding Example: Typography
Color palette
A color palette is a set of shades that, combined harmoniously, express an idea, feeling or value. Knowing about the psychology of color is useful to know how to choose the most appropriate colors for our project.
Branding Example: Color Palette
slogan
When we talk about a slogan, we usually refer to that phrase used for advertising purposes that is used to position a brand and support the identification and differentiation of the competition. It often contains the values associated with the company.
Branding example: tagline
Packing
Believe it or not, packaging also works as a branding element, helping a brand stand out from the competition and form a unique character. Packaging is vital for attracting new customers and locating the product, especially if it is on the shelf.
Branding Example: Packaging
Language and communication
Also known as the tone or voice of a brand, the language with which an organization communicates is part of branding, since through it, the identity of a company or product is transmitted, since it is intrinsically linked to the values, vision and . To define the tone, it is important to consider the target audience and the way in which you want to influence the consumer.
Branding Example: Packaging
Virgin Mobile Mexico is characterized by the use of a colloquial and quite playful tone, hand in hand with its slogan “The net in mobile telephony” and its business model, it was placed in Mexico as a…
Facebook Comments
Disqus