Today we explain what branding is and its level of relevance in the times we live in today with the arrival of Coronavirus. Branding is the process of defining and building the brand. This is done by planning the processes to be carried out such as the development of graphic elements, positioning and communication strategies that are developed around the company.
In a few words, we can define branding as the image that a company has, which includes colors, identity and other characteristic elements. The main objective of branding is to position the brand assertively in the market in order to make it present in the consumers’ consciousness.
A company that doesn’t have branding means that it has not yet entered the sales market; the fact that it has a logo or a name does not imply that it has developed its branding. Branding goes much further, it includes elements such as the brand’s values, the emotions it transmits and its differentiating element.
HOW DOES BRANDING WORK?
This continues to answer the question: what is branding? To make branding work, it’s necessary to answer a series of questions, for example:
- Who are we?
- How do we want the public to see us?
- How are we currently seen?
- What are my objectives?
- How do we connect with our audience?
- What do we need?
In answering these questions we’ll see what branding strategy you should adopt and the steps to follow to conquer the objectives you set out understanding the position in which you find yourself. Something you must keep in mind in any strategy is to identify the differentiating element, what makes you stand out from the competition?
The Purpose
Define the purpose of your brand, what are its attributes, promise and positioning. The answer to the following questions can be found by looking back at the company’s founding history. In other words, answer another set of questions:
- What makes me unique?
- What do I ensure to deliver to the customer?
- What was the inspiration for the creation of the company?
- What do I want to transform?
Attributes
What makes the company have a higher level of authenticity to achieve the final goal is to add attributes. These are what make your brand unique. Attributes are non-negotiable, and depending on them will affect the way your employees work to the way you communicate.
Positioning
With the purpose already defined, the core values of your company and the attributes you have, you’ll see how the image of your company becomes more human. At this point, we know where we’re positioned, in which part of the market we are and where we want to go; as well as what will be the role of the company within the niche in which you find yourself.
Remember that this can be adapted as time goes by. Your brand should be renewed periodically, this will allow it to be always adapted to changes.
Visual identity
The visual identity that makes up your brand is made up of a wide range of elements, all of which are essential for the success of your branding. These are:
Colors
Here you should be aware of the psychology of colors, each of them transmits different emotions and characteristics. Don’t forget that choosing the right color will lead you to communicate more assertively with your company, which leads you to clearly understand what branding is.
Remember that you must empower yourself of the color palette you selected and keep it in mind in each of your actions that can be translated into advertisements or the image of your company.
Symbols and Icons
The logo will be the face, so you must give it a lot of importance. You can choose a logotype, isotype, imagotype or isologotype. You can also reinforce it with symbols and icons that are associated with your brand, as an extension of your products to the different platforms, always faithful to your colors and your design style.
Typography
Whether in lowercase or uppercase with serif or without it, it’s important that you define which fonts to use, usually work with two fonts (the main and alternate). These are combined to support you in communicating your branding.
Inspirational slogan
With short phrases we usually immediately recognize a brand. Others are only launched for specific advertising campaigns, but end up being adopted by the population as a slogan or a common saying.
It’s important that you connect emotions with your brand and deliver what you promise to the public.
Tone and Voice
Selecting a voice is paramount as it will be the way you communicate. You can adjust the tone according to the audience you’re addressing. There are characteristics you should keep in mind when developing it. It can be passionate, peculiar, irreverent or authentic.
TYPES OF BRANDING
Personal branding
It lies in the development of the personal brand of a particular individual and the ways in which he/she shows himself/herself to the world.
Corporate Branding
In this branding we will see how the characteristics that a company or brand must have in order to stand out are specialized.
Employer Branding
This is a new area that involves a set of actions among a company’s personnel to increase the level of engagement, well-being and retention among employees. It can be seen as endomarketing.
CONCLUSION
We can define branding as the personality that will define your company or your personal brand. Without a doubt, what branding is today has led many to succeed. It’s essential for any company to build its branding, this will allow you to make a difference in the market.
Without branding it would be destined to be forgotten. Remember to always seek to make a difference and create innovative strategies that will help you stand out in all media.
Do you need help? Remember that Brainfood Marketing can help you build your brand, a strong, solid and selling brand. What are you waiting for to contact us? Click here!
