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Branding
Branding is simply the process of creating a perception of a company. The perception has to be strong, positive and inform the audiences about the services or products the company specialises in. To create this perception, elements such as logos, design, a mission statement and a common theme is used throughout a company’s marketing channels. Branding when done the right way, can help a company stand out in its audience’s memory when compared to its competitors. It can also help with maintaining a loyal customer base.
A brand is the identity of the company. It can be anything; the name, design, logo symbol, and so on that help it to create an individual identity that distinguishes your company from the others in the same field.
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What are the elements of branding?
There are many things one needs to keep in mind when creating a new brand. The process of branding is repetitive. It involves a lot of thinking and brainstorming, many trials and errors till you get something you are satisfied with.
- Determine your target audience. You should know exactly who needs your services or products. Who is it you want to grab the attention of with your brand?
- Establish your vision and mission. Be clear about what is your vision as a brand; why is your product or service important and whom would like to serve? Also, be clear about your goals; How would you like to grow as a business?
- Define your unique values, qualities, and benefits. Do thorough research about your competitors- big and small. Figure out where you stand in the market and what makes you different, what is your USP?
- Create your visual assets. It makes things easier to help create a lasting impression when you have a unique logo or typography, which audiences will identify with you immediately. It’s ideal to have brand colours that can be uniquely associated with you. Ensure to have solid brand guidelines as well- they ensure consistency in how your brand is represented to the audiences anywhere.
- Find your brand voice. Create a persona that is associated with your brand. This is the brand’s archetype- a way of presenting a brand – its symbology, values, behaviours, messages as an extension of the brand itself.
- Put your branding to work. Connect with your audience at various touchpoints with assets createdin resonance with the brand. Assets may be a website, social media channels, outdoor branding or package designs.
“Brands are essentially patterns of familiarity, meaning, fondness, and reassurance that exist in the minds of people.”
tom goodwin
Why is branding so important?
Branding is important because it:
Helps you stand out from the competition. As a business entity, you will always have competition. Branding helps you create a unique identity that distinguishes you from your competitors. A good brand image will make sure you stand out from everyone.
Builds brand recognition. Paying serious attention to your visual assets, such as your logo, website, and so on ensures that your identity is retained in your audience’s perceptions. The right branding helps you carve out a distinct style and to be a successful brand, you need to be easily recognizable.
Creates a consistent brand experience for your customers. To be a successful business your customers must be given consistent and positive experiences from your services, no matter how they interact with you (online or in-person). Branding lets you maintain a standard and in turn manage the perception and experience your customers have from your brand.
Connect with your audience and turn that audience into loyal customers. Branding helps your product or service get a humane touch; a characteristic that your target audience should be able to relate to. This connection is important to turn a potential customer into a brand enthusiast. This connection can be made, using a variety of branding strategies. Such as the voice you give your brand, the color scheme of your brand logo, etc.
Improves employee pride and satisfaction. Apart from making your customers happy. Branding helps make your employees happy as well. A branded company known for its top-standard services will have employees who are also satisfied and take pride in the work they do. A satisfied employee in turn is the best candidate to directly interact with your customers, as they can pass on that perception of satisfaction to them.
Empower your business with branding
Branding gives you the power to speak for yourself. It may seem like a big task to pursue, but it is equally rewarding. You hold the power to dictate how your audience should perceive you. So do not hesitate to make your business stand out with the right type of branding. Get help from the best professionals who can help you build the brand you dream of.
Get in touch with us to kick start your branding journey.
