Branding is the process of building a brand. Consists in define its identity, along with its values and purposes. Brand management aims to generate feelings in its consumers and this is key when choosing where to buy.
The success of a brand goes far, far beyond the products it sells. Why are some brands more remembered and loved by the public than their competitors who sell the same thing? One of the possible answers to this question is the branding.
Consumers, unconsciously, do not buy only products but they buy ideas, values and lifestyle linked to the brand, as long as they identify with them. Branding, therefore, is the set of strategies used to build and maintain the image of a brand in order to differentiate itself from its competition and retain its audience.
When we say “image” we are not referring to a business logo: it is the universe of feelings and expectations that we seek to awaken. Branding conveys a promise, which means being not only in the minds of consumers, but also in their hearts.
It is important to clarify that branding has nothing to do with marketing or advertising. The aspects worked on in branding are more subjective, they are linked to emotions and perceptions of the world. In addition, it is a task that requires time and effort: it can take years to achieve the personality we want in the mind of the consumer.
It is hard work, yes, but very important, where it is necessary to carry out an analysis of the brand itself to define the mission, what you want to communicate to the public and how to do it.
We need to talk about brand
The idea of branding is directly linked to the brand concept. So, before thinking about how to do branding, it is necessary to understand what a brand is.
The brand is not the product or service you offer, nor is it the logo, the visual identity, the slogan or even the name. The brand is the personality of your business. All those elements are just ways to make that personality clearer for the public.
Remember: your brand is what they talk about you when you are not present. What is the impression you want to give? What emotions do you want to convey? To understand this, we suggest you do a reflection exercise by answering these questions:
- What is your mission? Try to answer in a short sentence.
- What’s your story?
- What are the advantages of your product?
- How does your audience perceive you today?
- What feelings and values do you want to associate your company with?
These values should guide the entire path of your business, moving from the inside out. In other words, your team has to know and live those values, breathe that identity on a daily basis.
In addition, your product has to deliver what it promised and the customer service must be impeccable and imprint that personality. And of course both visual identity, name, logo and slogan of your brand have to be in harmony with their beliefs, emotions and values.
Do you want to know more about branding?
In this article we make a first approach to the concept of branding. The design of a brand management strategy includes crucial points to build a strong and attractive label. On the other hand, it is important to complete this planning with one to gain presence on the digital platforms of your audience.
This work in social networks is fundamental since today’s online consumers spend the greatest amount of time there, not only browsing but also shopping That’s why your brand has to stand out in them! Do you want to know the best secrets for ? We tell you all.
Facebook Comments
Disqus