First of all, we must first know what a company's brand means in order to understand what branding is. The brand is what distinguishes us from the competition. It must be understood that the brand is more than just a name, it is the seal, the identifying symbol and the spirit or essence of a company. Through a brand, users perceive a valid image in terms of quality, reliability and uniqueness. Now, once we have understood what a brand is, we will define what branding is.
Branding is an anglicism used in marketing which refers to the process of creating brands. We call it the strategic process of brand development and construction, having as its function to communicate and transmit all the intangible aspects (brand identity) and tangible aspects (visual identity). for a good differentiation from other brands.
Brand identity is everything that defines and clarifies the personality, values, essence, mission and purpose of a brand. It's everything you can't see, but feel the power of what your brand reflects.
On the other hand, the visual identity or brand image is everything by which your consumers or potential customers recognize your brand through graphics, colors, typographies; que en conjunto representan el todo de tu identidad de marca.
WHY IS BRANDING IMPORTANT?
Nowadays, companies in our world have become more and more competitive; products and services are becoming more and more similar and that is why it is necessary to have a great differentiator in a market of professional competence. This is where the key to branding comes in, that is, to have the power of branding as a differentiating element; that difference is reflected in a tangible and intangible way of a company's brand story to finally transmit an experience or emotion to consumers, customers and potential customers.
THE TARGET
Branding has established itself as a necessary element for any company, as it is a way to consolidate and position the brand, the company has achieved prestige and recognition in all formats and platforms, especially nowadays in digital communication platforms. In addition, its ultimate mission is to place it in the minds of consumers.
BRANDING ELEMENTS
Branding is composed of many elements of major importance:
- Naming: It is the creation of the brand name. It is a matter to which it is necessary to dedicate a lot of creativity and time so that in the long run it will have a decisive importance in the impact of the brand.
- Corporate Identity: It refers to the visual recognition of the brand; in the same way it is to dedicate an injection of creativity and time to the design for its great impact.
- Positioning: It aims to strategically achieve that a brand, product or service occupies a distinctive place, relative to the competition, in the consumer's mind.
- Architecture: It is the set of strategies through which a company designs, projects and builds its brand portfolio. It is important because it allows to organize and unify all products, services or sub-brands to facilitate their management.
- Loyalty: It refers to the repeated purchase of a product or service as a result of the perceived value, trust and the bond generated between customer and company.
VISUAL BRAND ELEMENTS
These are the graphic representations of a company, which are projected to the public through a symbol or a special typographic design.
- Logotype: It is the name of the company and it must fit with the essence of the company. Our brand must transmit what the company is in all its aspects. It can be formed in several ways using letters, abbreviations, acronyms or other resources of the name.
- Symbol: They constitute the company's identity, shaping its physical personality by means of a graphic design.
- Communicative name: the name by which the company is recognized, it is usually different from the legal name and usually starts with the creation of the logo.
- Typography: It is an element and a complement of visual identification, which will distinguish the company from the market.
- Color: It is an essential element that allows us to distinguish the brand, product or service. A good choice of color allows us to attract the consumer's attention instantly, give personality, differentiation and position our brand.
WHAT TYPES OF BRANDING EXIST?
- Personal branding: It consists of working on each individual's own personal brand and is currently in great demand.
- Corporate Branding: This is the branding we have talked about in the article and corresponds to branding focused on brands, i.e. companies.
- Employer branding: In a new concept and refers to how to work the employee brand.
Do you need branding?
