Branding sets up from the very early stages of a new project all related to marketing, designing, communication, and even human resources. Also, branding influences every component of the organization, from human resources to the quality of the product or the service you offer.
The “Face” of Your Business
As Jeff Bezos says, “Branding is what people say about you when you’re not in the room.” Sounds pretty accurate for an out-of-the-box definition, right? It must be, as it comes from the founder of Amazon and the richest man on the planet. Brand identity is the collection of all elements that a company creates to portray the right image to its consumers.
As Neil Patel says, by defining your brand identity you define your way to communicate with the world, differentiate yourself from your competition, and create a brand experience that encourages people to engage with you. If you want your brand to succeed and thrive in the future, you need to build a brand identity that accurately conveys your essence and is flexible enough to evolve with you.
Depending on your company’s goals, your needs may be more expansive, but a basic brand identity includes:
- Design System;
- Data visualization;
- Interactive elements;
- Video and motion;
- Web design
So, branding is at least about all these from above. Though, it depends from company to company and from case to case which sort of branding strategy you have to adopt. Certainly, there is a way to handle a branding strategy for a hypermarket present all over Europe and there is a way to handle the branding strategy for a boutique hotel situated in France. The approach is different.
A good brand strategy strengthens your brand
Branding strategies are the action plans that organizations use to differentiate their products, services, and identities from their competitors. In simple terms, if you want to succeed, then you need to learn how to create a brand that becomes your customer’s best friend. Brand identity is the collection of all elements that a company creates to portray the right image to its consumers.
The brand strategy refers to how, what, where, when and to whom you plan to communicate and deliver the messages of your brand. Also, to define a strong brand strategy you need to answer the following questions:
What are the goals of the company? Do they plan to become a multinational company in the future, or they want to be the leading seller for a certain product within a national territory?
Who are the buyers? Are they international? Are they from the neighborhood or from the surroundings of a physical shop? Are they online shoppers?
How do you define your long-term brand success? Is it about brand recognition? Is it about the quality of your products in services?
What does your brand stand for? Does it stand simply as an interface for the consumers to recognize your products? Does it convey the values of the organizations?
What does your brand promise to customers? Is it quality? Is it experience? Is it efficient?
A specific idea
The fundamental idea of the brand is that, through everything it does, what it owns and produces, the organization must project a clear image of itself and its goals. The best thing to do is by establishing, within and outside the organization – through elements such as products, environmental care, communication, and behavior.
The specific idea is the engine of the organization. It refers to the essence of the organization, to what it claims, to its vision. Each organization is unique, even if the products or services are more or less the same as the competition. What characterizes or shapes the company is its history, structure, and strategy, the personalities that created it and that went on, but also its successes and failures. Therefore, personal branding is extremely important.
The message communicated by a brand can have up to six types of meanings:
- Attributes – evokes in the mind of the buyer certain attributes;
- Advantages – the attributes must be translated into functional and emotional benefits;
- Value – the brand also says something about the manufacturer’s value system;
- Cultural symbols – it can represent a certain type of culture;
- Personality – can evoke a certain type of personality;
- Gender user – suggests the type of consumer who buys or uses the product or service.
Strong branding generates referrals, engagement and converts people to consumers
A powerful brand can create referrals or, in the era of social media, can create viral traffic because people love to tell others about the brands they like.
Because referrals have such a huge reach, it’s easier for companies to accelerate their brand marketing strategy and improve recognition for their company. For instance, if a customer uses a branded hashtag when referring your company to their work friend, then everyone in your network will be able to see this positive feedback.
Nowadays, customers are more empowered than ever. Before they decide about how they want to spend their cash, they need to make sure that they can trust the brand they’re working with. Your clients are already looking for evidence that they can trust you online in the form of reviews and testimonials.
Branding is above commerce
Obviously, branding is not just limited to the sphere of commerce. We live in a world where opera ensembles, orchestras, charities, movie companies, and sports clubs are also brands. Moreover, in an increasingly globalized era and in terms of fragments, cities, rules, and nations, they are implementing large-scale branding programs, for self-confidence and for cultivating the spirit of the place, for tourism, and also to attract internal investment. Thus, branding is proving to be a much broader, complex, and important domain.
- No branding, no differentiation.
- No differentiation, no long-term profitability.
- People don’t have relationships with products, people are loyal to brands.
If you need assistance with your brand, from creating your initial brand strategy to the visual identity elements, please contact us! We’d love to help you!