Branding is such a vast concept that gives you a reputation and, definitely, a future. It is the marketing process that steps behind giving a meaning and establishing a clear image to your company, products, or services by shaping a brand in the customer’s minds. Branding tells customers what type of brand you have, what they can expect from your services offered, and why they should choose you over other companies having nearly the same products. As such, it aims at retaining loyal customers and attracting new ones by delivering a product that is always aligned with what the brand promises.
In addition, branding is what you need to move your business to the next level. So, when designing a logo, building a website that describes what you offer, developing your brand voice, running ads that promote your goods and services, showcasing your products across social media accounts, you are branding. In other words, any action you integrate to communicate or shape your brand is, therefore, branding.
In order to clarify the idea of branding and make it clearer, let’s take the following example about water. So, companies developed different water brands such as Evian, Perrier, and Aquafina to convince people to purchase particular water; and each of these brands holds a different meaning to the product water, for example:
- Evian makes you feel young
- Aquafina makes your body happy
- Perrier is refreshing, bubbling, and sexy
Other brand examples are Starbucks, Ikea, Nike, McDonald’s, Apple, …
WHAT ARE THE ELEMENTS OF BRANDING?
Logos:
A logo is the foundation of your brand. It is a uniquely designed representation or symbol comprised of words, images, and colors that identify a trademark, company name, product, etc. It helps you define who you are as a brand, what is your content, and how you want to be perceived by your customers.
Color palette:
Colors are key ingredients to a brand’s visual identity. It helps to express your brand and make it more recognizable and familiar among people to the extent that customers will directly think of your brand once they see the same colors.
For instance:
- Red color conveys power and energy, it is mainly associated with food products
- Blue color means clean or pure, it is mainly used in the medical field
Website:
Designing a website is a crucial element in branding. It reflects who you are as a brand, represents a company, provides an arena for consumers to know what your brand is about and learn more about your products and services, promotes goods and services, attracts more visitors, and helps to gain ROI (return on investment).
Tagline:
A tagline, also known as a catchphrase, is a short description that is designed to serve as a permanent expression that summarizes what your brand is about. It is a powerful communication message which can be easily stuck in customers’ minds.
For example:
- Nike: Just Do It
- Apple: Think Different
- L’OREAL: Because you’re worth it
- Coca Cola: Open Happiness
- Dunkin Donuts: America runs on Dunkin
Shape:
The shape is another important part of the whole branding strategy. The previous elements must unite under a good and an overall shape to engage customers and make your brand recognition. Shapes should be included everywhere right from your logo, backgrounds, layout designs, to business cards.
For example:
- vertical lines express strength, they are powerful and engaging; however, horizontal ones imply calmness and tranquility.
- Round shapes symbolize positivity, unity, and harmony
THE IMPORTANCE OF BRANDING:
Branding has always been the essence of your business, but now it is more important than ever before. It can change how people perceive your brand, increase brand value, allows customers to know what to expect from your company, and build relationships with your audience.
SO, WHY AND HOW IS BRANDING IMPORTANT?
Logo Refresh
A logo refresh reflects an up-to-date image of your company. It does not only show that you’re connected to your industry but also reassures customers that you are evolving and changing to keep in touch with the modern world and trends.
For example, Pepsi and Mcdonald’s have made comparable branding improvements over the years by refreshing their logos. Thus, in order for a business to grow, it’s important for its brand to reflect the current marketplace.
You Can Improve Your Advertising
Advertising is the core of your business brand, as it won’t be able to get very far without it. Advertising, through mass media, helps in developing your brand image, holding up ad campaigns and promotions to show, boost as well as sell your products and services to the public at large. So, incorporating advertising into your branding will help increase recognition and insights of your brand.
Branding Creates Loyal Customers
Building brand loyalty is your warranty for widening your focus and developing your business. You can deeply connect with customers through promotional activities, a good reputation, successful branding, and other experiences. Also, to gain their trust, you can make a flash sale, attract them into your website by an offer they can’t resist, or even let them benefit from a discount on their first order or interaction. So, consumers with time become loyal to your brand because they believe you offer the best service with higher quality possible than anyone else regardless of the price. Their influence will introduce new people to your brand allowing its growth and development over time.
Helps you stand out from the competition
By adopting a creative branding strategy and building a strong brand, you can beat competitors. No matter of what you sell and how unique your products are, you will have stiff competition from someone else selling either the same products or nearly similar. So, in order to stand out from the field of competition, try to figure out what’s missing in your industry and fill in the gaps to offer your target audience services that your competitors are not providing. For example, always be present on your profiles and channels like Facebook, Instagram, and LinkedIn, highlight customers’ reviews and feedback, use video technology, and streamline the payment process.
Builds brand recognition
Brand recognition is the ability to which a consumer can identify your brand by its attributes and visual cues. For example, cohesive branding including a distinct logo, slogans, website, attractive colors, and shapes, as well as other impactful designs helps you to carve out a unique style inside customers’ minds. In other words, it will be more noticeable and memorable for customers in which it will stick in their minds in a positive way. Thus, if you want to build a successful brand, you want to be recognizable.
CONCLUSION
In very simple words, branding is non-negotiable in the success and profit it brings to your business. It is the foundation upon which you build your reputation and true representation of who you are as a business, and how you wish to be perceived by consumers. Through advertising and the elements of branding, a business can build its brand identity, loyal customers, recognition, and cohesive look, and if managed well in a successful way, a brand’s results can last forever. I hope this article helped you to have a clear idea about branding from top to bottom.
