Even people who do not work in marketing have most likely come across the terms “branding” and “brand” at some point. For many people, the logo, corporate colors, and website design are what define these phrases. A brand is, in truth, a much broader idea.
We have prepared an educational program article where we tell you what branding is, why it is important, and what a brand consists of.
What is branding?
Every day, we are surrounded by brands, from the coffee we drink in the morning to the taxi that takes us from the party. Almost everything around us has a trademark, logo, or name. This is the brand, the company. A brand is a set of expectations, stories, and emotions that determine the buyer’s decision when choosing a particular product. Branding is the creation of a brand ideology. From creating a company image, developing a mission and business value, positioning in the market, tone of communication, and customer relations, In other words, it is brand management and development.
What does brand creation consist of?
Building a brand isn’t just about choosing website colors and deciding how the product will be packaged. I have compiled a checklist of questions to which you need to give detailed answers; they will form the basis of your branding:
Branding influences people’s perceptions of a company and, as a result, turns new customers into recurring customers.
- Who are we?
- What value do we carry?
- What is our mission?
- What is the brand’s legend?
- How do we communicate with the audience?
- How do I talk about the brand?
- In what context shouldn’t the brand be mentioned?
- What does the identity look like and how do you use it?
What is the significance of branding?
There is a lot of noise in the marketing world. On average, a company only has 7 seconds to impress, so branding needs to be strong and well thought out from the start. Effective branding is a mechanism that helps a business stand out in the marketplace and grab the attention of potential customers.
Done right, branding can influence, inspire and create change. Take a look at some of the biggest and best-known brands, like Google, Apple, and Nike. The success of these companies is not accidental; they understand the importance of branding and use it in every aspect of their business and marketing.
What’s more, they continue to strategize, learn and evolve through their branding efforts to maintain customer loyalty. Branding helps: Stand out from the competition. There is competition in every field, whether it’s a bicycle repair shop, a soy wax candle shop, or an SMM agency.
Smart branding will help you stand out from the competition, highlight your benefits, and convince customers that your product or service is the best choice. Build brand awareness. “Brand awareness” is how a business is perceived. both in terms of market position and in the minds of consumers.
Ideally, customers have a positive impression of your brand in relation to the service or product you are offering. Strong brand awareness is one of the main motivators for encouraging target audiences to choose a particular brand name, even if cheaper alternatives are available.
Build brand awareness.
As a key component of brand awareness, brand awareness is more about the way consumers remember a product or service. Brand memorability is supported by visual assets such as brand colors, a logo, or a catchy slogan. Imagine that you are on a trip, driving for a long, long time, getting hungry, and do not want to stop at unfamiliar eateries along the way. But here you see the golden arches, so this is a familiar and understandable McDonald’s.
Increase brand trust.
Brand credibility is important both to the impression a business makes to potential customers and within the industry. According to Intelligence Node, more than 60% of adult Internet users in Canada, the United States, and Europe want transparent businesses from the companies they buy from. A company with a strong brand not only creates a more professional impression but also builds trust through openness and honesty. Plus, clearly defining brand values and keeping promises encourages potential and current customers to continue to believe in and support your cause.
Personalize your business.
Just as every person has their own unique personality, so does your brand. Imagine that you are dating two friends, and you need to describe each of them. How would you describe them? The concept, dubbed “brand anthropomorphism,” invites the brand to be portrayed as a person rather than a product or object. This allows for a better understanding of how a brand acts, speaks, dresses communicates, or affects the world.
Building a sense of pride in employees
Employees who maintain their brand and take pride in their work are not only helpful to the business but also play a key role in shaping public perception of the brand. This can affect how customers perceive the brand, as well as entice potential employees to apply to your company.
The HR branding area has been actively developing over the past few years. People want to work for companies not only for the money but also because they share the company’s mission and values. That is why the task of HR managers is not only to find suitable employees but also to develop the company’s image in the employment market.
Increasing business value
Whether you’re a small business owner or an established corporation, branding plays an important role in affirming your financial value and building brand equity. A company’s growth can depend on successful branding, attracting new customers, scaling a business, or entering new markets. Moreover, when it comes to expanding the company, a business with proper branding will become a more attractive investment for potential investors.
Basic branding elements:
Branding is a strategically important process that requires creativity, deep analytics, and consistency at all stages. Because there are many elements of branding to consider, it makes sense to create a strong and holistic brand style guide-a brand book-that will form the basis for creating visual and verbal assets. Let’s take a look at the most important branding elements:
Today, more than ever, a professional online presence is an important part of your branding and digital marketing strategy. The type of site you create depends on the industry. However, regardless of the type of business, the site is a place for attracting new customers, promoting and selling goods, educating and informing customers, and most importantly, interaction and communication.
Once you decide to create a WordPress site or use other options out there, you can customize it to suit your business needs with free templates and modern free tools. You can be confident that customers will have an immediate understanding of what your brand is and all that it has to offer. From the front page to blog posts and marketing emails, a website helps you present your brand in the best possible light.
Oftentimes, logo and branding ideas are used in tandem or perceived as synonyms when, in reality, they are two different entities. Despite its importance, the logo is still only part of the branding. The logo serves as a symbol, a visual representation of the company, and should be easily recognized and remembered. Everything from the color palette to the fonts you use when creating your logo plays an important role in branding.
Coming up with a brand name is not an easy task. At the same time, the name of the company should reflect who you are as well as what you do, and at the same time make a good impression. Before choosing a name for your business, there are a few things to consider.
First, check if the name is available and if it has any unusual linguistic connotations, and make sure the name reflects the brand’s values. Brainstorm with your team, try different ideas with friends, or use a name generator for inspiration.
While business cards may seem a little old-fashioned in today’s digital world, they are still relevant and an important part of branding. When choosing a business card design, remember that this is not only an opportunity to share your contact information and logo but also a chance to expand professional contacts and make an impression.
As your company grows and grows, business cards will become a professional and friendly reminder of your brand. You can create business cards in all shapes and sizes, but remember that they need to be consistent with your other branding assets and reflect your corporate identity.
When choosing corporate colors, not only what seems important at first glance is important. The color palette you choose will shape your brand identity and appear across all marketing channels. It is important to consider the impact of color psychology and how it influences consumer purchasing decisions.
While color is often subconscious, it conveys a message, evokes emotion, and ultimately influences the perception of a brand in the minds and eyes of consumers. For example, red attracts attention and is associated with passion, energy, excitement, and danger, while blue is much calmer and is associated with trust, peace, and stability.
Typography Is the specific shape of letters, including their design and placement, that are used in various branding elements. Similar to corporate colors, the typography chosen shapes the brand and helps convey the message. In general, when it comes to typography, it’s a good idea to stick to three or fewer font styles.
Whether you’re using fonts in your logo design, preparing content for your website, or creating packaging, it’s important that all the typefaces work together. For an example of typography for branding, look at Made for, a branded font from Silahub Technologies.
While the brand slogan is not technically a visual element, it is closely related to visual elements such as logos, packaging, and other media. A catchy slogan is not a required part of branding, but it can be a powerful marketing tool. Think of the slogans “Just Do It” or “Red Bull Wings!” as great examples that personify a brand and instantly make you remember the product when you hear them.
Non-visual branding elements
In a world where transparency and authenticity are more relevant than ever, consumers crave reality and want to connect with brands that share similar values. Brand values are the backbone of a business and should be reflected in every aspect of branding. Imagine that these values are a compass. They guide and support the brand’s purpose and story, as well as business decisions and actions. When it comes to defining brand values, think about the bigger picture, the impact and impact a business has on the world and the lives of its customers. Read more about this in the article
With so many nuances in branding, defining a corporate identity from the outset embodies both the personality of the company and the commitment you make to your audience. Taking into account the values, mission, and brand identity, the corporate identity brings all these ideas together in one place. It supports how your brand communicates your service or product and how others perceive it. More on this in the article “What is a brand identity and how to create it?”
Is an important part of not only branding but also our daily lives. Stories are engaging, engaging, intriguing, and help make connections. When it comes to brand storytelling, it’s a chance to build a more trusting and meaningful relationship with your audience and help them better understand your business. A brand story should set the tone for all forms of content and branding assets, from social media posts to marketing campaigns and everything in between.
Just as you or Beyoncé have your own unique voice, so does your brand. The brand voice shapes all your communications develops consistency and builds trust. Once you identify the brand voice, you will use it in all your marketing activities and communication channels. This applies to both internal communication with employees and external communication with customers.
As your company grows and scales, you will find new ways to expand your product line. Remember, Dyson now makes hair dryers that cost as much as an iPhone but are incredibly popular. This is a great example of how companies with established brands can expand their offerings into new markets, and gain trust almost immediately, and with interest through a marketing strategy.
Brands differ from one another, as do the types of branding that shape them. There is no one-size-fits-all branding strategy that works for everyone because every brand has a unique identity, purpose, reputation, and goals. Whether you are branding a person, place, product, or service, there are different approaches to branding. Let’s take a look at the three main types of branding, where we highlight their features and give real examples:
What is a personal brand? It is your appearance, reputation, and image that you create both personally and professionally. Personal branding is a “complete package” that includes your resume, social media posts, and website design. Take a look at Kylie Jenner. Known as one of the world’s youngest billionaires, Jenner is a prime example of proper personal branding. Starting her career in reality television, Jenner took her place on social media and founded the lucrative cosmetics business, Kylie Cosmetics. Beyond her companies, Jenner has become an iconic brand, using her love life to promote her products. For example, when she first released her famous lip kits, she shared videos of herself using them on social media. As a result, they were sold out in a few hours. Additionally, Jenner takes a strategic approach to branding and is constantly evolving to spot and drive trends.
Is the creation of the image or identity of a specific product through branding elements such as logos, colors, packaging, voice, and overall design. The purpose of product branding is to distinguish a product from the market, making it easily recognizable and desirable.
Think of big brands like Apple, Google, Disney, or Starbucks. Even just by reading the names, you can imagine their logo, products, and customer service. For an example of great product branding, look at Oatly, the plant-based alternative to regular milk that dominates the ever-growing vegan market.
Made in Sweden, Oatly combines lighthearted, playful typography with handwritten typography and sustainable production methods to perfectly capture the brand’s essence and interact effectively with its target audience. Oatly has paved the way for the alternative milk trend by reaching out to its core consumers directly from the start.
Rather than going down the beaten path and emulating traditional milk branding strategies, Oatly uses humor and honesty to win consumer confidence. In addition to smart and relevant product branding, Oatly has succeeded in being attentive to its customers, and the environment, and truly stands out in the marketplace.
Their recognizable visual style and witty packaging notes are easily recognizable on other media and even in advertisements. With a well-thought-out corporate identity, they quickly expand their product line, and even if it is a new product, loyal Oatly customers will quickly recognize it by the fonts, colors, and logo.
Geographic and cultural branding
Geographic branding sometimes referred to as regional branding, refers to the ways in which specific places (cities, countries, regions, etc.) attract tourists. This type of branding is especially popular in the hospitality and travel industries, although it can be used in other types of businesses in a variety of ways. Think of the iconic I NYC T-shirts or the adage
“What happens in Vegas stays in Vegas.”
These are great examples of how two cities have used geographic branding to spur tourism, develop local businesses, and create memories. Companies can also use this branding style to draw attention to their products or services.
For example, mushroom truffles can be found in France or Italy, for example. With exclusive access to these rare mushrooms, truffle companies are using geographic branding to sell mushrooms at a premium price to the global market. Similar but different, cultural branding maximizes the impact of the destination and the lifestyle of its inhabitants.
When we mention the Eiffel Tower, what immediately comes to mind? Are you thinking about baguettes and berets now? Then you already understand the power of cultural branding. If you are opening a French bakery, you might consider using the Eiffel Tower symbol in your logo or packaging to represent a more Parisian identity. Plus, you would bring French culture to your café atmosphere with music, a terrace, and wicker chairs.
How to create a brand
So you’ve got an idea of branding, its importance, and key elements-now it’s time to create a brand. When you start building your brand, there are a few things to keep in mind when you start researching your competitors, understanding your target audience, and connecting with customers.
Defining brand purpose
Before diving into color palettes and taglines, define your primary brand goal. This will help create a successful and recognizable brand and develop it step-by-step. Think of the brand’s purpose as a single thread that weaves from the mission statement to the logo and affects every part of the business-from investors to employees and, of course, customers.
Logo creation Creating a logo for a brand is of great importance to the entire business. This little symbol is a visual representation of your company, which in itself is a big responsibility. A logo can evoke emotions, and convince and inspire customers at a glance. Take the time to develop an authentic design that reflects the personality of the company.
Defining a brand strategy
Building a strong brand requires strategizing at every stage. A brand strategy serves as a roadmap that guides every aspect of branding, from design to customer service. Through research, analysis, planning, and preparation, you can set long-term goals and achieve great results.
Brand management tips
Branding is an ongoing process that requires thoughtfulness, awareness, and good brand management. Even the most successful brands are constantly looking for new ways of development and optimization, so as not to stop there.
There are a few things to keep in mind when it comes to successful brand management:
How To Build A Perfect Personal Brand From Scratch
- Consistency is key. In the pursuit of brand recognition, trust, and loyalty, consistency is a vital aspect of branding. Trusted companies that maintain a single and consistent brand across all of their platforms are the ones that customers come back to time and time again.
- It’s all about reputation. We all know a person or place with a bad reputation and avoid it at all costs. We avoid even things that others criticize without first experiencing them. Sometimes companies can go through a rebranding process to overcome potential problems, but it is better to aim for a positive brand reputation from the beginning.
- Stick to your promises. Delivering on promises is the most important aspect of brand management. This includes the brand promise you make to your customers, employees, and stakeholders and the actions you take to fulfill it.
- Maintain communication. It is important to develop and open a continuous dialogue between the brand and consumers both on and off the web. However, you need to take it one step further to not only engage with your audience but also ask questions and actively listen to criticism. This way, you will be able to make changes based on reviews that are genuine and trustworthy.
- build long-term relationships. The best customers are loyal customers. Those who not only love your brand but also come back all the time. Whether it’s your brand ambassadors or lifelong customers, it all comes down to engagement and loyalty, so take care of those vital relationships.