What is Branding?
The examples shown above should have already given you an idea of what we are talking about when it comes to branding. But let's see in detail what it is.
The term branding refers to the actions you take aimed at influence people's perception of your product or service, so that they choose your brand more times. Essentially, it's how your product or service enters the heart and mind of the customer.
At first glance, the idea is simple to understand, but in practice branding is a complex topic, much discussed and not easy to define. This is because, as we have said, branding has a emotional and subjective component which cannot actually be measured or quantified.
To understand the concept of branding, let's take a step back, to first understand what a brand. As author and entrepreneur Seth Godin puts it: “A brand is the set of expectations, memories, stories and relationships that, all together, determine a consumer's decision to choose one product or service over another"; as a result, branding is anything you do to actively influence decisions.
Branding, therefore, goes beyond the creation of a logo, it includes a series of activities that aim to take care of all the elements that create the perceptions that the world has of your business, it represents the way in which you are seen and recognized by others.
The elements of branding
Since when we talk about branding, we don't just talk about a company logo, let's analyze together what are the most important elements to take into consideration to create good branding.
We can divide the various elements into: visual elements and in non-visual elements.
The first group includes all the elements that are related to thecoordinated image of the companysuch as logo, brand name, slogan, colors, typography, website structure, business cards, brochures, etc.
The second group, on the other hand, includes all the non-visual elements, linked to concepts and strategic objectives and long-term such as the corporate mission, vision, values, identity, history and voice of the brand. This group also includes the brand extension activity which consists in extending one's offer to new markets.
There are many elements to consider, let's analyze them individually to understand the benefits that a company can obtain by carrying out branding activities.
The visual elements of Branding
Brand name and logo
In branding, one of the first elements to be valued is the logo. It's important, however, not to focus solely on this element when it comes to branding, as it is only a small part of the activity that contributes to influence the perception that others have of the brand.
Creating a logo is essential to give a visual representation to the company. It is the symbol that will be associated with the company and must be memorable and easily recognizable. Everything around the logo, from the font to the colors used, helps create the visual language of your brand.
The name you define for your brand is another fundamental element to consider in branding. Choosing a name must take into consideration what you do and who you are.
Some precautions to take when choosing the brand name is to verify that it is available, if it has any unusual linguistic connotations and above all if it is representative of the brand's values.
Slogan
As mentioned earlier, it slogan it is an element to take into consideration when implementing a branding strategy. It is not technically a visual element, but is closely related to other visual elements such as the logo.
A catchy and memorable tagline isn't always essential to your branding, but when it's done right it can be one very powerful marketing tool. Creating a short and concise sentence to associate with your brand allows the company to differentiate itself from the competition and to capture the mind of the consumer, who will immediately associate the slogan with your product.
Brand Colors and Typography
The stage of choosing one color palette it may seem like a trivial and simple activity, in reality it is a crucial activity of branding.
The color palette you choose will shape your brand identity and appear across all of your marketing channels. Therefore, it is important to consider the impact of color psychology and the influence it has on consumers' purchasing decisions. In fact, color conveys messages, triggers emotions and influences the perception of the brand in the minds (and eyes) of consumers.
For example, red is an attention-grabbing hue and is associated with passion, energy, excitement, and danger, while blue is a much calmer color, related to confidence, peace, and stability. Once you understand what message you want to communicate with your branding, selecting colors will help you be consistent and cultivate brand personality.
The same thing goes for the typography, i.e. the specific shape of the letters that are used to characterize a brand. Also in this case it is a fundamental element to better communicate your message.
In general, the choice of a maximum of 3 fonts is preferred: one for the logo, one for the website and one for the product packaging. The important thing is that there is consistency in the style of the chosen fonts.
Website
Now more than ever, having a professional online presence is an essential branding asset and a crucial part of your digital marketing strategy. Regardless of your industry, the size of your company, or whether your business is an e-commerce or a physical store, the website represents the hub of your company.
The type of website you create will depend on your industry, however this will be the primary tool for attract new visitors, generate leads, promote and sell your products and/or services, inform customers and communicate with them.
The website collects the other visual elements of the branding just mentioned (logo, slogan, colors and typography), thus allowing you to create a digital place to put your brand in the best possible light.
Business cards and brochures
Even if all the paper graphics as business cards, brochures and flyers may be overshadowed in a digital world like the one we live in, they are relevant tools and an important part of your branding asset.
A business card, for example, can be a very useful tool if you often participate in events or trade shows. This is the most immediate tool for sharing your contact information, but above all it is indispensable for build links and generate an impression of your brand in the person who receives it.
An important rule to follow like a mantra is always the same: consistency. Create your business card, brochure or flyer while maintaining the communication style and graphics of your brand's other assets.
The non-visual elements of Branding
Mission, vision, brand values
Mission, vision and brand values are the three pillars on which to base your branding strategy. These are less visual elements, but more related tocorporate ideologyas well as business objectives.
There corporate mission serves to express it purpose of the brand. Through the mission anyone approaching the brand, from customers to investors, must clearly understand what your brand is about. We can think of the mission as the explanation of the "because“, which explains not only what the business offers, but also what the purpose behind your brand is.
As well as the mission, the corporate vision is a clear and concise statement that outlines strategic objectives of a business. It is the roadmap that guides the initial stages of the company and the future of the brand. Your brand's corporate vision can evolve over time and grow with your business, but it must always remain consistent with your brand's core values.
Finally, i values they represent the foundation of your business and have an impact on every aspect of your branding, but also on every aspect of the business activity. Think of these values as a compass that guides and supports your brand's purpose and story, as well as decisions and actions. To define your brand values, think about the big picture, influence and impact of your business.
Brand identity
Another element of branding is represented by thebrand identity, which is closely related to the three elements mentioned above: mission, vision and values.
Having a good brand identity allows you to get even closer to your audience, using your own personality that will help change the perception that others have of the company.
The voice and story of the brand
In line with creating a brand identity, it is crucial to define one voice it's a history of the brand. The aim is to make the company more and more a "person" who cares about the world's problems and is committed to finding solutions. Communicating how the company was born and how it is growing helps create a relationshipwith your target audience. When we get to know a person we want to know their story, why shouldn't a company do it too?
Finally, to share the brand's story, one must also define one's own tone of voice. The voice of a brand, just as if it were a person, must be unique And recognizable. It will be the common element of all corporate communications, so once defined it is good to use it in all marketing resources and communication channels.
Brand expansion
A final element to take into consideration in the branding activity is thebrand expansion.
Once your brand is in the growth stage, new ways can be found to expand it into new markets. For example, all major fashion brands expand their brand to external sectors such as perfumery and the eyewear market. Obviously, even in this case, you need to extend your brand towards coherent sectors with the main one, in order to increase brand recognition and profits.
Why develop a branding strategy
As we have seen, branding is a vast activity which consists of going to take care of all the elements mentioned above. But is it really necessary to do all of this?
When a consumer wants to make a purchase, he takes a trip, the so-called customer journey. To ensure that the consumer chooses our product in a saturated and competitive market, having a strong and well-designed branding can make all the difference.
You only have a few seconds to make a good impression on the customer, so having effective branding is the mechanism that can make your business stand out and attract the attention of potential customers. When done right, branding can influence, inspire and create change.
Think of some of the biggest and most established brands, like Google, Apple, Nike and Coca-Cola - it's hardly a coincidence that they are so successful. These companies understand the importance of branding and leverage it in every aspect of their business and marketing. Additionally, they continue to hone their strategies, learn and grow through their branding efforts to maintain their customer loyalty.
For you to better understand the importance of branding and the impact it has on your business, we have created a list of 7 important benefits that a good branding strategy can bring to your company.
Sets you apart from the competition
Regardless of the industry, competition is always fierce. Whether you're opening a bike repair shop, selling CBD products, or want to be a social media consultant, branding allows you to differentiate yourself from your competitors, highlighting and distinguishing what you have to offer and why you and your products are the best choice.
Develop brand recognition
Make your brand identifiable
Making your brand identifiable is a key component of brand awareness and applies more precisely to the ways in which consumers remember the product or service you offer, also known as “brand recall”.
This can be done with visual assets, such as brand colors, a logo or an eye-catching slogan. For example, imagine you are traveling and on the highway, in the distance, you see golden arches: without even thinking about it, you already know that it is a McDonald's.
Build trust in the brand
Brand trust is important to the impression your business makes both with potential customers and within your industry. According to Intelligence Node: “Over 60% of online adults in Canada, the US and Europe want the companies they buy from to be transparent about their trade policies.”
A company with a strong brand not only looks like more professional and refined, but it also inspires trust through transparency and authenticity. Also, establishing your brand values upfront and delivering on what you promised encourages current and future customers to trust and support you.
Give your business an identity
Just as each person has their own unique identity, so does your brand. Imagine setting up a blind date between two friends and having to describe to each other. How would you do?
Try to think of the brand as a personrather than a commodity or a service. Brand anthropomorphism is an idea that challenges you to visualize the brand as a human being, to better define how the brand acts, speaks, looks, communicates, or impacts the world.
Create pride in employees
Employees who take pride in their work are not only a boon to the business, they also play a key role in shaping public perception of the brand. This has positive implications across the board. It can influence how customers identify your brand, but it can also encourage potential employees to want to work for your company.
A company with a good brand should make workers feel a sense of belonging, general satisfaction and pride. This will encourage them to authentically promote the brand across all types of channels and platforms.
Increase the value of your company
Whether you are a small business owner or an established company, branding plays an important role in validating your financial worth and build the value of your brand.
Your business growth can depend on successful branding, especially when it comes to attracting new customers, winning deals or entering new markets. Also, when it comes to expanding your business, a company with a strong brand is more attractive to potential investors.
Develop your branding now
Now that you understand what it is and what benefits you can get, here is a short guide to start developing your branding right away.
In the first place, frame your industry well: analyze the competition, define your target audience and try to understand which are the best channels to get in touch with your potential customers.
After having understood your reference sector well and defined your objectives, do not start immediately with the choice of colors and logo, but make an effort to understand what the purpose of your brand, essentially we need to define all those non-visual elements of the branding that we have seen previously.
Afterwards, you can move on to creating all the visual elements of the branding, of primary importance being the logo which will help create the visual representation of your company.
The last step is the longest and most lasting one, defining one branding strategy to be developed over time. You need to create a roadmap that aims to achieve specific branding goals. Contact us to start developing your brand.
