Create a brand It is not an easy task, it needs different aspects that must be taken into account to convey the spirit of the product or service what you want to offer.
For this it is necessary to use branding. It is a marketing technique that is used in the creation of brands and in which there are different types that we will analyze next.
But this is not all. We will also talk about the essential elements and components to create a good brand., as well as the visual notions that you must take into account when choosing a brand.
What is branding and what is it for in the world of marketing?
Branding is the technique by which strategic procedures are established to create a brand and its logo. In this way it is possible to obtain as a result psychological recognition by the people who make up the target market.
If we have to talk about digital branding the objective in this case is to achieve subconscious affiliations between users and the products offered by Internet. For this it is necessary to start different steps that will be applied in different digital areas to achieve the stated objectives.
Types of branding How are the different ways of branding classified?
There are different types of branding, which we will analyze below:
Commercial
We will start with the most important branding of all and it is the technique that companies use to differentiate themselves from their competitors. For this they carry out marketing actions that refer to the intrinsic value that the brand can have. In this case, the intangible assets of the company need to be exploited.
For example:
- Years of antiguaty in the market.
- Consumer response before certain articles.
- Record related to corporate social responsibility.
- Any other business key intangible that increases the value of the brand.
Digital
Something we had advanced before, Digital branding is one that focuses on the relationships between users and the brand so that they are increasingly close. In other words, people must consume products or services not only because of their quality, but also because of who offers them.
To accomplish this difficult task it is necessary to establish different techniques that will be implemented through content marketing social networks. Search engines, blogs and any other streaming activity that helps strengthen the brand will also be required.
Social
This technique is known to experts as Brand activism or "Brand activism", which consists of create necessary strategies for the company to get involved in society's problems. In this way, value is added to the brand, since people begin to associate the brand with humanitarian issues, which generates a fairly large empathy.
Personal
Not only can you build a brand in companies or companies, but you can also create a favorable image of a person. This seeks to generate trust in the market and thus establish a certain connection between the brand that person uses and consumers. To achieve this it is necessary to project the image by different means, the most used social networks and networking.
Political
It is related to the previous branding, but it focuses on people who carry out political activities. With this it is sought that the people who will choose a candidate perceive a positive image and skills that are necessary for public office.
Emotional
It is one of the oldest and most efficient marketing techniques that exist. To achieve consumer loyalty, it is necessary to advance your emotions through experiences that you have lived. The tools used in this case are oriented to display advertisements or announcements who create happy, melancholic, friendship and even sad stories. The results are almost immediate when doing this type of branding.
For country
Although it may not seem true, countries also use brand building so that they can gain the trust of investors, tourists and residents. To achieve this, techniques that are related to the environment, economic reputations, human rights and any other factor of freedom must be used. This technique is also known as Country Branding.
Elements of branding What are the essential components to create a brand?
He branding generates intrinsic value to a brand, which is established by physical and intangible components. We all know that the Coca Cola, Ford or Apple brands are one of the most expensive there is, since it has billions of dollars in their valuation. This is due in principle to all the types of branding that they put into practice during all these years to get to this point. To understand a little more why a brand has more value than others it is necessary to analyze the equity structure of the company.
With this will be achieved determine assets and liabilities, which will help to know the availabilities and inventories that it has available and all the financial and economic commitments that it presents in the short and long term. But this is not all, it is also advisable to take into account the results obtained in the last years to be able to determine a certain confidence about what the company is. This will make the amounts obtained generate greater appreciation.
So far we have seen all the physical factors, so now do not forget about intangible values. These are the more difficult to determine and it is where the branding activities that the company has been carrying out operate. Among these elements is the empathy that exists between the consumer and the products that the company sells (or the services it provides). It is also necessary to take into account the level of competitors in the market and why one product differs from another.
In turn, within the brand component are all the Marketing campaings that the organization has been doing to achieve As a result, the brand is fixed in the subconscious of people. The organizational culture of the company comes into play in this part.
Finally, it would be necessary to analyze the business model that the brand has. With this you want to know if you make licit activities or there are records where there were acts that had to go through social justice or were morally condemned by society. With all this, we can summarize that the essential components to create a brand are your assets, liabilities, financial results and any intangible item that involves customers and society.
Why is it important to have good branding to stand out in the market?
Branding is what differentiates a brand from the rest of the competitors that exist in the same market niche. In other words, why should you buy one product instead of the other if they both have the same characteristics and meet the same satisfactions in the results. The answer would be because one brand generates more trust than another. For example, in sports shoes it is not the same to buy a product from Nike or Adidas as one that is from the brand. "
Visual elements of a brand Which are part of the branding?
The visual elements that a brand has are:
- Logo, also known as a logo. It is a representation graph of the brand that often coincides with the brand name. I know characterized by having simple designs, from a small to normal size in relation to other components of the brand, being the most important of all from being impressive so that it is not forgotten by consumers.
- The main function of the logo is that you must convey a message with only a graphic representation. Therefore, it is necessary to have strategic decisions in communication so that society can interpret, through semiology, what does the graph mean.
- By last, the logo It must represent at a glance the activity to which the company is engaged.
- Colors. This element may be the most important trigger in a brand, since it is in charge of the perception that the persons. In other words, the color chosen must represent what the brand wants to convey. For this it is necessary that the consumer feels emotions every time they look at the brand.
- Inside the color palette that can be found, we can take as an example the use of red to highlight a feeling of desire, strength or passion. We can also mention the purple color as something related to luxury and sophistication.
- The typography or shape of the letters is another of the visual components that make up a brand. This point is one of the most difficult to resolve because any type of font can be used to get the user to identify that font with the mark in a few seconds.
- To get good results you need to follow some basic graphic design tips. For example, the background it must always be as clear as possible and have a space that can be perceived between one letter and another. In turn, it should prevent the mark from being overloaded, so it is necessary to use geometry techniques.