Branding is the process by which a series or set of attributes and values of a product or service is created, constructed and developed in such a way that the mental image perceived by the consumers mind makes it attractive, coherent, unique, and especially different from other brands.
In an increasingly fierce and competitive market, the development of the brand image is an ally and an increasingly important strategic tool because it makes it attractive, unique and different to a company against competition, so its power must be used to give coherence to the company’s strategies of differentiation and business positioning.
Benefits of building a strong brand for the company.
Branding helps to maintain and develop a set of attributes and intangible values of a brand that are very high in the mind of the consumer, in a way that can create a lot of prestige and a great perception of value of the products or services that are associated with the name of the company.
That is, for the customer’s mental perception of the prestige and high value of a brand, it is a guarantee that the benefits offered by the products or services are real, since they enjoy the backing of the brand, which makes them also possess the same great prestige and high value.
The perception of great prestige and high value by consumers, helps the company to increase the effectiveness of all marketing campaigns and actions of communication with consumers, which allows it to face the launch of new products or services with costs more reduced.
Although brand is an intangible attribute and value, the perception of prestige and the high value that helps to generate the products or services that are supported by it, make it one of the most important assets for the company, including its importance could in some cases be greater than the rest of tangible assets owned by a company.
John Stuart, former president of the Quaker Oats Company, once said:
“If this business had to be divided, I would be happy if I could keep the names, the trademarks and the bottom of the trade. Even if another taken away all bricks and machinery, I would be better off”.
That is why, if a company has generated great value and a solid prestige around its brand, it is less vulnerable and stronger to resist to eventual financial or market crises and even tragedies or accidents like fires or destruction of Its infrastructures and which bird phoenix can re-emerge from its own ashes only with the endorsement that gives the very high value of its brand.
Branding in companies on the internet.
Whether you have an online company, in the real world or both sites, branding has on the internet a fantastic tool for the dissemination of communication strategies that help to record and position the brand in the minds of its customers or prospects.
Consumers on the internet do not buy products or services in any store or virtual commerce, they buy only to businesses that have gained their trust and credibility.
Benefits of branding for business on the internet.
It helps to distinguish and create a strong identity of products or services.
Generates prestige, credibility and trust, which are vital in the decision to purchase customers in an online business.
Helps to differentiate yourself from the competition.
How to generate branding
In order to successfully generate branding, the brand must be a visual and semantic reflection of the company’s mission, vision and values.
These visual and semantic reflexes remain in the minds of consumers thanks to the successive and continuous interaction with the brand and the communicational elements that transmit their values.
The more frequent and quality the interaction and the communication that takes place, the greater the image of the brand engraved in the minds of its customers. In order for interaction and communication to be successful and achieve its goal of generating brand, in addition to frequency and quality, communication must be consistent with the values that are intended to be transmitted. These values are what give the brand credibility and uniqueness and make it different from its competitors.
Steps to generate branding.
In order to create and develop a brand, it is necessary to define the basis on which it is to be built. This base is an intangible platform, that is to say, it is an “invisible” basis on which its identity will rest.
Before you can begin to develop this intangible basis you should:
A. Ask yourself questions.
To define this intangible basis on which the brand will rest, you should ask yourself some questions like:
– To whom will your brand address?
– What are your values, mission and reach?
– What is the vision of your brand for the category of your product or service?
– How can I communicate values, mission and vision?
– Do I know what I sell?
– Why should your brand exist?
– What would happen if it did not exist?
– What image do you want to give your clients or prospects?
– What does your brand have to offer?
Once you have answered these questions then you can start working on the next step to generate your own brand with which you can make a hole or even take over your niche market.
B. Define your identity – Visual elements to create brand identity.
Now you have to build the intangible platform on which the identity of your brand will rest, you will have to put together and put together a series of elements that will help you visually design your brand:
Here are four steps that will help you develop the intangible basis on which to define an identity for your brand, that is, how you want it to be perceived by your consumers.
1. The name.
It is a very important part because it is precisely with the name of the brand that the consumer will ask about the product or service at the time of purchase. It is the verbal part of the mark, that is to say that can be pronounced and with which a company is recognized, it is generally not the same that it has in the company name.
2. The symbol – Anagram or logo.
It is the part that graphically represents the name of the brand. The anagram or logo contains in itself two types of meanings, the first is semantic, meaning that it has a meaning or a chain of determined meanings, the second is aesthetic which is the visual form of the anagram or logo.
The logo being of graphic nature is the representation or visual form that has the name of the mark. In the levels of perception it would be given by the form that takes the symbol and the sensorial perception that is given in the consumer, evaluating the symbol conditioned by its emotions.
It also has two functions: The first is of referent since it indicates an association that has the buyer on the mark. The second of impact, because it allows breaking the emotional barriers that the buyer has over it.
3. Corporate colors.
The corporate colors is a component of the physical personality of the company, which fulfills a differentiating function on which is articulated the anagram and the symbol.
The corporate colors with which the company’s brand is identified are very important, since it is one of the main elements that help to record and remember the brand in the consumer’s mind, since it will be used in all communication strategies printed or not the company.
The correct use of corporate colors will help you:
– Attracting the attention of consumers.
– Show products or services more attractively.
– Position your brand and segment your niche into clases socioeconomic.
– Differentiate from their competence and give their own personality to their products or services.
Typography plays a crucial role of visual identification with which to identify your brand, although there are thousands of fonts you can use in creating your brand, you could also design your own unique and particular typography.
You have already completed all the visual elements that make up the sensorial perception of the brand, now you must work with the last two parts, it is the communication strategies that will help you create that identity that will be perceived by your customers or prospects to generate your brand.
All of the above elements: the name, the logo or symbol, colors and fonts will be merged into one in the consumer’s mind to generate the branding that is the unique and differentiating identity that will keep your brand stable for a long time:
A. Start up and supervise the communication elements.
You should now start up and monitor that all communication elements such as marketing campaigns, advertising or events that you use to communicate and create brand are adapted to the identity you want to convey to your customers or prospects.
B. Measure impact.
The mark just like other assets of your company should be evaluated and measured. You must measure the impact that your company’s brand has or can have on events such as entry of new competitors, communication problems or communications on brand equity.
Branding will make you stronger and less vulnerable to your company to withstand external elements. You should invest in your creation and development just as you do with any other tangible asset of your business, if all the elements involved are properly applied your brand will succeed, your company will be more attractive, unique and different to your customers, with which you can achieve a considerable increase in the opportunities and sales of your business, which is the main objective of any company. Omar Jareno.
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Omar Jareno is a SEO specialist in London with more than thirteen (13) years of experience in online store design and development with the support of a multidisciplinary team of Professionals from the UK. If you need help with SEO, web design, social media marketing, email marketing strategies, or content development to successfully take your business to the internet, contact him through this website.
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Omar Jareno is a SEO specialist in London with more than fifteen (15) years of experience in online store design and development with the support of a multidisciplinary team of Professionals from the UK.If you need help with SEO, web design, social media marketing, email marketing strategies, or content development to successfully take your business to the internet, contact him through this website.
Omar Jareno is a SEO specialist in London with more than fifteen (15) years of experience in online store design and development with the support of a multidisciplinary team of Professionals from the UK. If you need help with SEO, web design, social media marketing, email marketing strategies, or content development to successfully take your business to the internet, contact him through this website.