Let’s start, then. What is Branding?

A brand is the feeling or impression that customers have about your business. How to generate that feeling, however, comes from a brand strategy.

Chris DO – The Futur

In order to be able to know more about this topic, first we need to understand what branding actually is, a lot of people confuse that, the logo means branding, the communication strategy, the image or the vision of the company, is branding, well all these, they are just elements of branding.

Branding represents the feeling, the perception of a company, their products and/or services. A well-designed strategy helps companies differentiate themselves from their competitors and will create a loyal customer base, customers who will return to them.

Why is Branding important?

As I mentioned earlier, a good strategy will help you differentiate yourself from the rest of the competition, and with its help, you want to create a loyal list of customers

A unique brand will bring you a whole list of advantages.

Identifying a solid brand can help you gain an edge over your competitors in both retaining and acquiring new customers. In e-commerce, where new companies (and therefore new competitors) appear every day, but also for the sale of services, established brands have the opportunity to create a unique connection with their customers that goes beyond the buying-selling relationship.

How do you define your brand?

The ability to identify a strong brand can allow you to gain an edge over your competitors in retaining and acquiring customers. New companies (and therefore new competitors) are emerging every day in eCommerce, so established brands will have a unique opportunity to develop relationships with their customers that go beyond just sales.

Every business has its own brand, whether it is consciously designed or not. The way you construct your brand through stories, relationships, marketing messages, and visual assets can be either strategic or tactical.

Building your brand through stories, relationships, marketing messages, and visual assets gives you the opportunity to shape your customers’ expectations and create a bond that transcends buying-selling.
A good brand is strategic, while a good marketing campaign is tactical. After defining your brand promise and setting higher objectives, you can craft a marketing plan that will help you reach those objectives.
When defining your brand, you can think of it as your business’s journey towards self-discovery. Many factors need to be considered, such as difficulty, time, and discomfort. It is at least necessary to answer the following questions:

• If you were to describe your company’s mission, what would you say?
  Example: «We support your start-up company from the beginning up to the top and beyond» Taxi & Takeoff Agency
• Does your product or service offer anything special?
• Customers and potential customers see your company in what way?
• Which qualities should you associate with your company?

There is a need for research. You need to understand the needs, habits, and desires of your current and prospective customers. Keep your assumptions to a minimum. Take the time to listen to them.

When your brand has been defined, how do you spread the word? 

• Create a great logo. All over the place should be placed this sign.
• Decide what you want to say about your brand. Is there one message you want to convey most strongly in your brand message? Every employee should be aware of your company’s brand attributes.
• Brand integration should be a priority. Everything you do within your business is part of your branding, from answering your phones to what you wear on sales calls to your e-mail signature.
• Your company’s brand should be reflected in your voice. In all written communication, both online and off, this voice should be reflected in the visual imagery. Do you have a brand that is friendly to customers?
• The purpose of your statement should be to capture your brand’s essence in a memorable, meaningful, and concise manner.
• Ensure your marketing materials adhere to brand standards by designing templates. All elements must be consistent, including color scheme, logo placement, and look and feel. It’s not about being fancy, it’s about being consistent.
• Keep your brand true to yourself. Delivering on your brand promise will keep customers coming back to you – or refer you to others.
• Maintain consistency. It is my most important tip solely because it involves all of the above. It is impossible to establish a brand if you cannot do this.

Takeaway

Brands can differentiate themselves from similar brands by communicating with their end users. Keeping customers engaged with what you do requires standing out from the competition.