Branding is a brand management strategy so that it is perceived and remembered by customers positively.
The success of a brand goes far, far beyond the products it sells. Why is it that some companies are better remembered & more loved by the public than their competitors who sell pretty much the safe stuff? One of the possible answers to this question is branding.
If you’ve heard about it but don’t quite know what it is, you’ve come to the right place. We will understand what branding means, how it relates to your brand and branding components throughout this content. So, here we go!
What is Branding?
Branding is a brand management strategy so that it is perceived and remembered by customers positively. Thus, the idea is to carry out work so that, ideally, your company is the first option in the consumer’s mind when he thinks about the types of product or service he offers.
Working with the brand is essential for a business to consolidate. In an increasingly competitive scenario, especially in digital commerce, businesses that manage to create a connection with the public stand out. And branding can establish this affinity between the customer and the company.
This strategy can — and should — be carried out on multiple fronts. It is even necessary to work on the brand internally in the company, whether it is composed only by yourself or by hundreds of employees. It is essential that, within your organization, the brand’s perception is cohesive so that the correct image is transmitted to people outside the company.
Importance Of Branding
Answer quickly: what sets your brand apart from your competitors? And what do you do to make it stand out? Did you manage to list? This is the importance of branding: offering visibility and competitive advantage in an increasingly competitive market.
An efficient branding strategy aims to generate consumer identification with the business and influence the purchase decision.
This makes it easier to retain customers with positive associations with the company through images, slogans, and strong brand recognition.
By aligning your business goals with the needs of your audience, you’ll know exactly what values should be proposed for consumers to associate them with your brand. The result of all this is the increase in sales and revenue of your business.
Essential Components Of The Brand Image
Your brand image is involved from the moment your customers hear about your brand until they use your product or service. Therefore, it is necessary to know what elements to pay attention to for building a solid corporate image.
This term refers to a customer’s ability to recognize your product or service. In other words, it should be easily identifiable without even using its name. The goal is to get potential customers to distinguish it without requiring a lot of effort instantly. Without this, the brand image does not exist.
Marketers define this concept as the ability of consumers to remember the qualities or distinctive image of a brand. Notoriety is significant as it guides prospects’ decisions when choosing between two or more competing companies.
Indeed, if a brand has good notoriety and a good reputation, it has a real competitive advantage.
Does your company value the role of symbols in the development of its brand image? Elements such as logos or packaging play a crucial role in this process since they can influence the choice of customers.
Indeed, the latter tend to turn to products that they recognize. And this, even if they have no information beyond a vague feeling of familiarity. Therefore, the color palette you use should be consistent across all of your advertising media.
In this regard, some combinations are relaxing and calming, others suggest excitement and enthusiasm, while still others project a very “corporate” image. That is why you need to choose the one that will best suit your goals.
Likewise, the overall “look” you adopt (including fonts, images, layout, etc.) should visually reinforce the feeling you want your product or service to convey.
Branding initiatives often focus on simplicity. It’s hard to get customers to remember complex information about your brand. If they can identify your brand name and visual symbols, you are doing very well already.
Beyond that, advertising and other promotional tools can attempt to communicate a basic concept, such as adopting a slogan. This one is designed to be remarkably short yet memorable. For instance: Nike’s famous marketing slogan, “Just Do It.”
It is about the opinion & the feelings of your prospects concerning the behavior of your employees, product quality, or the company’s performance. Reputation is significantly influenced by the customer journey, word of mouth, and media coverage.
It can be defined as the DNA inherent in your brand and its values. It includes the standards, behaviors, and expectations of customers, employees, and other stakeholders that are often beyond your control.
For example, a specific brand of jackets was spontaneously adopted by snowboarding culture so that it is now frequently associated with this sporting activity.
The perceived quality of your products is the extent to which your products and services meet customer needs.
A single exceptionally positive or negative interaction with customer service can completely change a customer’s perception of a brand.
Social status refers to the public’s perception of a brand. It can be associated with youth, elegance, luxury, sport, etc.
The story of a brand remains in the minds of customers. If yours is associated with outdated and unpopular technologies, your business would still be labeled as outdated.
This encompasses the mission, vision, or meaning behind your brand. A brand that has reduced environmental damage with responsible products and fairer practices than the competition can convey ecological appeal.
It’s about the feeling that a brand is on the cutting edge, like a fashionable ready-to-wear line or an innovation company that supports nanotechnology. Some customers have a solid motivation to keep up to date with the latest trends for fear of “missing out” on something.
The relationships between your employees and your customers are an integral part of your brand image. And for a good reason, they represent your organization to hundreds of consumers.
The last component of your branding is the feeling that a brand is authentic and trustworthy. The marketing strategies adopted by companies often represent a brand differently from their reality on the ground.
Unfortunately, customers can quickly realize this. They will understand that the brand does not demonstrate authenticity.
So these are the 14 components of branding that you can work on. All of these have a role to play in shaping your branding, which goes far beyond a simple logo. It is necessary to make each of them strong and positive in the minds of your customers to stand out.
Carefully crafting your brand is key to your success. It takes time and considerable effort to build and maintain all the components of your brand, but it’s a life-long process and investment that helps your business grow and get success. So it’s well worth it.
Want to build your brand? Get in touch with us! We can help in making your brand strong.