We can say that the branding strategy is the construction of a long-term plan of the image that our brand will adopt, in which we’ll find the actions to take to conquer the objectives set. Learn more about how to manage the digital reputation of my brand.
By achieving the association of certain values, emotions, colors and others, we can say that the branding strategy yields positive results. Remember that it’s necessary to humanize your company. That is the image it reflects should not be seen as an entelechy, but rather as the result of the passion and dedication of a group of people.
We’ll show you examples of branding strategies that will allow you to grasp the idea more easily.
TYPES OF BRANDING STRATEGIES
Corporate Branding
It’s the branding strategy that has greater recognition. It’s applicable to the brand of a company or a product. It’ll seek to humanize the image of companies, and its development will depend on a set of elements.
Successful examples of corporate or company branding:
- Coca-Cola
- Pepsi Cola
- Starbucks
- Apple
- Samsung
- Toyota
Personal Branding
This branding strategy is a trend in recent times. Personal branding will seek positioning in a sector of a specific person. It’s important to understand that once a personal brand is consolidated as a company, it should be defined as corporate branding, although it keeps the name of personal branding. Or the scenario may arise that a personal branding is the one that allows a greater positioning of a corporate branding.
Personal branding example:
- Michelle Obama
- Elon Musk
- Mark Zuckerberg
- Robert Kiyosaki
- Jeff Bezos
Employee Branding
The employee branding strategy is based on adding employees to the company’s branding strategy, as they shape the project. This strategy should be developed according to the values of the company, with its application positive results are obtained with our public and it is also an excellent way to generate EndoMarketing. Examples:
- Netflix
- L’Oreal
Brand Recognition
With a brand already positioned in the public whose level of influence is high, the company seeks to extend its products or services while maintaining elements of the main brand. This is known as sub-brands; an example of this branding strategy:
The main brand or mother brand is AMAZON, from which we see how sub-brands that retain the values of the main brand are spun off:
- Amazon Prime
- Amazon Kindle
- Amazon Pay
- Amazon Basics
- Amazon Echo
- Amazon Fresh
Subsidiary Branding
There are some cases where a set of products are derived from a company and each one assumes unique characteristics. That is to say that they don’t necessarily have similarities with the design of the main brand and are not directly associated, Branding subsidiaries examples:
- Unilever: From this wide brand we can find that there are other successful sub-brands that their logos and branding are not directly associated with the main brand, i.e. the mother brand. The sub-brands are CarteDor, Lipton, Dove, Signal, Frigo, Knorr, Skip and AXE.
Discreet branding
Its use tends to be a bit risky. This branding strategy will seek to build a brand in a subliminal way. Its strength will be the products and not the brand name. It‘s usually done with minimalist communication. Example:
- Muji
- Uniqlo
Co-Branding
It’s a branding strategy that two brands can develop together either for the launch of a new product sponsored by both, or the fact of completing a product of one brand with that of another. Co-Branding Strategy examples:
- BMW and Louis Vuitton: With their combination Louis Vuitton designed exclusive bags and suitcases that were adapted for the BMW i8 sports car. This is a clear example of how brands with similar values, from different markets, manage to intertwine their products and complement them.
- Nike and Apple: With their partnership they managed to launch a sneaker with an integrated chip that connects to an iPod. Achieving the fusion of two inseparable elements: Music and Sport.
ELEMENTS OF A SUCCESSFUL BRANDING STRATEGY
The Market and the Competition
The first logical step is to know the competition and how it’s positioned. In addition to knowing the essential characteristics of the niche in which we will be working.
Value Proposition
The big question that will help us build a proposal that has unique characteristics is; What will we be offering that the competition doesn’t? We must also define the areas to make the brand shine, the differentiating element.
Buyer Personas
It’s important to build the image of the ideal customer. To know the characteristics that define them. What problems they face on a daily basis. Their tastes. The more complete the avatar is, the greater the chances of building a successful branding strategy.
Storytelling
With a value proposition built and the buyer persona identified, it’s possible to develop the brand’s storytelling. If what we’re looking for with the branding strategy is to connect people through stories, this will be the most powerful way to connect emotions, feelings and values.
SMART Goals
Defining the objectives is essential, this will allow to measure the effectiveness of the branding strategy. When setting them, remember that they must be measurable in terms of results. Specific in the actions to be taken. Achievable according to the realities in which you find yourself. Realistic for your project and measurable in time, that’s why it is necessary to establish dates to evaluate the development of SMART goals.
Communication channels
Establish which will be the communication channels with your audience, based on the profile of your buyer personas. It’s important not to forget that not all social networks are suitable for the development of your branding strategy. You must identify the social networks that suit your brand.
CONCLUSION
Developing a branding strategy with these elements will allow you to position your brand in any market, we reiterate the invitation to polish what makes your brand unique. It will be useful when it comes to positioning yourself in the market with the key element of differentiation.
Do not wait any longer and define your branding strategy for your personal brand, company or product.
