branding

Quick guide to being an expert in branding strategy

What is branding?

Branding is the process by which a product is positioned in the market and associated with certain values, ideas, emotions and experiences. In the world of marketing and advertising, the branding strategy is the management of everything that implies the general image of a company. That is, all communication aspects worked in a comprehensive and consistent manner.
The identity of your brand, obtained through good branding strategy, is as important as the quality of the product or service that the company sells, since it implies the construction of a complex ecosystem where your company defines the general guidelines with which it works, its vision and its mission in the market. But, above all, it defines what factor is what makes it unique in the market.

Branding is actually the process of definition and construction of a brand through the planned management of graphic, communicational and digital resources. This procedure seeks to identify and build all the tangible and intangible elements that surround the brand in order to position it and choose what the project wants to convey. This process can be carried out in different ways with particular strategies. 

Types of branding: Which one suits you best?

There are various types of branding strategy and each seeks to promote a particular aspect of the brand. It's that, you can choose a branding strategy that perfectly suits the objectives pursued. This decision will be made taking into account what are the positives that the company is interested in highlighting, disseminating and highlighting. Even, it is always better to merge various strategies and achieve a well-integrated, harmonious and coherent final product in different channels. Broadly speaking, there are 6 types of branding.

 

  1. Company branding or corporate branding: the most traditional 

It is corporate branding, that is, the most traditional type of branding and the most common way to carry it out. Is about the construction of a brand by a company, that is, the contemplation of everything that the company does to have an image. It is not only about the voice, brand, design, values, brand missions and everything that branding implies, but also in a reputation which must be sustained and sustained through real and verifiable actions.

This case can be exemplified with the company Nike. Its core values and mission are recognizable in every release and platform. Primarily this brand is known for its mission: to bring inspiration and innovation to every athlete in the world. Due to this excellent branding strategy, its slogan and logo are recognized throughout the world.

 

  1. Personal branding: "What they say about you when you're not around"

This type of branding was disseminated and strengthened, above all, with the advancement of social networks. Therefore, it is in vogue. It's about creating a 'personal brand' as a benchmark for your sector. In some cases, personal branding is used as one more company branding strategy. So, the person who is chosen becomes the official face of the brand, and is even better known than the company itself. Like a trademark or a company, the personal branding strategy also focuses on promoting and communicating values and information

This type of branding works perfectly to achieve Greater success in social and professional relationships. For Amazon CEO Jeff Bezos, personal branding "is what they say about you when you're not in the room." A clear example of personal branding is the work done by influencers with your own image. 

 

  1. Employee branding or 'employer branding': your company is the ideal place

In this type of branding, the employee becomes an essential part of the brand strategy. It is the ideal way to Build and maintain a positive company image. However, the target audience is not the client but the employees themselves. To obtain good results in this area, it is necessary to the participation of all sectors of the company In addition, it should be noted that 'employer branding' is a long-term project. 

An example of this branding strategy is Google. The company has stunning facilities, free international food, services that take care of its employees and make life easier such as daycare and parental leave. In addition, this company supports and sustains the free time of its employees: it guarantees access to bowling alleys, video games, mini golf, and even has a room for naps. In fact, she is one of the most recognized for taking care of her team. We've all heard how incredible Google's facilities are: that's employer branding.

 

  1. Co-branding: unity is strength

It is the construction of a brand image through the alliance with another company. In these cases, the aim is to create a new product or proposal from union of strength, creativity, resources and energies. Thus, co-branding emerges as collaborative work in which two brands complement each other to promote themselves. In these cases, companies establish strategic alliances to jointly promote and gain market presence. 

The most common examples of this type of branding almost always arise in the food industry. McDonald's, for example, often launches desserts with KitKat, Oreo, Rocklets or M&M. Or, for example, the Milka & Oreo chocolate launched by these two companies. And thus, an endless number of products that arise with this branding strategy.

 

  1. Social branding: being part of something bigger

Also know as 'cause marketing', it is a branding strategy easily associated with products from eco-friendly companies or with clear objectives of social, environmental or economic impact. That is, this is a type of branding that is based on a commitment or need for change. The main objective of this strategy is add value to a brand through its contribution to solving a problem.

A clear example of social branding is Dove, which for some years has been committed to building its image from diversity and spreading natural and real beauty. In other words, through its advertisements it contributes to the self-esteem of thousands of women. This branding can also be carried out in small associated campaigns. Another example is the donation of a percentage of the product to a recognized cause or organization, such as the pregnancy test. genome, which allocates 100% of the company's profits to humanitarian actions. Or again McDonald's with his Ronald McDonald's house, where he houses children in vulnerable situations.

 

  1. Emotional branding, that your company sells an experience 

This branding focuses on the construction of the experience and emotion that is lived through the product or service that the company sells. Thus, it is sought associate the brand with a positive emotion. It is that, in the market, sales are not promoted with rational actions, but by appealing to emotionality. Today's consumers are not only looking to buy products that meet their needs, but also a pleasant and positive experience.

The clearest example of an emotional branding strategy is Coca Cola. In fact, there isn't a single Coca-Cola ad that doesn't appeal to the emotions. The Coca-Cola Company, originally from the United States, has its own Institute of Happiness. It is emotional marketing. always appeal to great universal values, such as family, friendship, meetings or traditional festivals. 

Branding

5 foundations on which branding is built

The branding strategy can be based on 5 fundamental factors, among others that are emerging in the process of building the identity of a brand.

  • Naming, logo, slogan: These are the factors that are defined at the beginning of the project and that, if necessary, can also be reviewed when building a branding strategy on a brand that already exists in the market. The process of reviewing and updating these elements is called 'rebranding'. 
  • Clear objectives: mission, vision and value of your company. On the objectives and a plan designed to achieve them quickly is generated. Defining the desires and goals of a company is key to ensuring effective branding.
  • Target audience and 'buyer persona': All strategies will be aimed at a particular person and a general public. Therefore, it is necessary to define all strategies based on them. 
  • Consistency and coherence between all the elements: On this foundation, everything else is built. It is very necessary to maintain a solid, transparent message that generates trust in your customers. 
  • Positioning everywhere: SEO positioning in search engines, positioning in the market, with the recognition of your competition, and positioning in the ranking of companies trusted by your clients. It is key to work to be on top and with a good branding strategy it is possible. 

These factors function as the foundations on which the organization is built. integral communication of a company. In the branding construction process, we work on the corporate image, corporate colors, corporate identity and style standards that will be used in general communication. All these small decisions are made with the aim of influence and determine the value of your brand. That is, to achieve a distinctive, relevant and sustainable character over time. The main interest in developing a successful branding strategy is to promote, spread and extend the brand in the market.

In this sense, building a brand is much more than choosing a powerful name and designing an aesthetic logo. Building a brand is also identify our potential customers, see what the sales objectives are and define what we want that our company transmits. In fact, in this process it is even drinkable to use tools that psychology provides us to choose the colors, values or modes of communication that we will use. Branding is a universe built and planned from experiences, ideas, sensations, people, and explored from all the senses. 

The procedure for building the branding of a brand is always very enriching, since it leads to know in depth the desires, objectives and goals of the project in question. In addition, it clears and paves the way to achieve them.

Branding strategy is the key to success 

In these times The management of a brand's identity is almost as important as the quality of the product or service that is provided through it. The reality is that, currently, people do not buy what is sold, but what is transmitted. 

Every aspect of your company can be communicated, to build and shape the perception that people have of your brand. Branding is present from the packaging of your product or the presentation of your service, even in the form of business management that you choose. It is that, as Alex Pallette says, "What builds the brand is not the message, it is the experience that is lived with it". And in this sense, branding is essential to define what experience we are selling with our product or service.

Nowadays a value brand with a good branding strategy has the 90% more likely to be chosen by a potential client. It is that a solid and well-achieved image simplifies your decision, generates confidence and security. That is, it becomes your favorite brand. For this reason, branding serves both to make new customers and consolidate your company in the market, as well as to retain existing customers. In addition, it is a strategy that also focuses on build relationships and long-term emotional bonds with consumers. 

Good branding makes your company leave a mark on the minds and hearts of its consumers. A company that generates differential value and is present in people's daily lives and unconsciousness is definitely a competitive company.: branding makes this real difference.

The 10 commandments for a successful branding strategy 

through the construction of brand identity, the company obtains several benefits, among them: the differentiation of its products against the competition, the obtaining of trust, a good reputation and a real presence in the market. All this leads to guaranteed success. But to achieve this, it is necessary to generate specific strategies and methods for the consolidation of your brand. These are the 10 commandments of branding.

 

  • You will have a mission as a company 

The mission is the true purpose of your company. It must be simple, direct, and above all, realistic. But it must also motivate your clients and your work team to bet on the company. 

  

  • You will define the vision of your brand

The vision is what describes how you perceive your company in the near future and in the distant landscape. At this point, the question “How far would you like to go?” is answered. The answer must be inspiring and at the same time strategic, since the aspirations, possibilities and ways of obtaining the objectives must be contemplated. 

 

  • You will know the essence of your project

Finally, the essence must be the personification of your company. That is, what emotions and sensations do you want your customers to experience when they interact with your brand.

 

  • You will study your audience thoroughly: You will know your audience

To whom do you want to go? What problems have you got? What solutions do you need? One of the keys to a successful branding strategy is carefully study the audience. For that, it is necessary to define a target audience more generally. And also the typification of that general public in a 'buyer persona'.

 

  • You will investigate your competition and the market

When we get to know other companies that provide the same services as us or sell the same products, we get to know our own project a little better. This is a self-knowledge strategy, since it is always easier to have a critical and objective look at the work of others. The analysis of the positive and negative aspects of your competitors will help you to better outline your objectives and direct your searches.

 

  • You will have an image of the brand carried out by professionals 

The name, logo, colors, typography, tone of voice and some other aspects are elements that are part of the corporate image and are essential to build branding, since they make up a much of the communication strategy.  With regard to the visual part of your company, it is essential that it be carried out by specialized professionals who have strategic and psychological knowledge based on user experience. 

 

  • You will have a uniform and coherent tone of voice 

The voice of your brand is one of the bases of the branding strategy. It is about the way in which your company communicates, behaves and is perceived by the audience. The voice, the narration or the 'storytelling' is the way in which we are going to address the audience. At this point it is time to answer the following questions: How are we? What do we want to convey? How do we want to convey it? What do we want our audience to feel when they see our brand? What tone do I want to use? 

For example, if the customer you are targeting is experienced or other companies, a more formal and technical tone is most likely ideal. On the other hand, if the public is a common final consumer, perhaps a more relaxed, close and informal voice can be built. 

 

  • You will have a favorite channel for your brand

Although in this era there are several options for communication channels, the ideal is to choose only a few as your company's preferred channels. This will make it easier to sustain the message in a consistent way over time, and will also allow you to choose the ideal channel according to your target audience. At this point it is possible to opt for traditional media such as TV or radio, as well as digital media such as social networks, blogs, emails, website and more. Like everything in planning a branding strategy, this choice is not left to fate. It is key to choose the channels where, based on previous research, we identified that our audience is most frequently found. 

 

  •  You will be coherent and consistent

The presence and frequent contact with your customers will give you consistency, credibility and transparency to your brand. To ensure the success of your branding strategy, you need to make sure that all the elements of your brand are consistent with each other. 

Coherence and cohesion are key and are the only path to success.

 

  • You will create valuable content and measure its impact on the audience

This last commandment is one of the most important, since when you generate valuable content you are adding added value to the image of your company. This content may be disclosed through digital marketing tools: e-mail, social networks, blogs, and even on the web portal itself. 

Once you generate good content, you must measure the number of mentions of the brand, the reach of the information, the number of interactions in social networks and the traffic to the website. With this knowledge, you will be able to improve your content more and more and thus achieve optimal positioning in the market. 

With this quick guide with keys to generate a successful branding strategy you will be able to boost your company, let's get to work!

 

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