Maybe it’s their logos, the feelings their ads conjure up or the principles they embody. Which is the product of one brilliant thing: branding.
Branding is not just about an emblem or a mission statement. It’s what a business puts out into the world to have a trustworthy reputation and rise above the competition. No matter if you are an entrepreneur or the president of a major corporation, the knowledge of branding in marketing is important for the prosperity of your business.
This blog will help you to get to the bottom of branding and learn why it is so important along with the major factors that drive a successful brand.
The Fundamentals of Marketing Branding
What is Branding?
At its heart, branding is the act of differentiating your company in the eyes of your market. It’s the sum of things like your logo, brand colors, tone of voice, values, and customer interactions that influence the way people view your business.
Think of branding as the personality of your business. Just as individuals have their own qualities that make them unforgettable, so should your brand, with distinct personality traits that differentiate it from the competition.
Branding vs. Marketing
Branding and marketing are often mistaken for one and the same, but they accomplish different things. Marketing includes the tools and tactics you use to promote your products or services. Branding, on the other hand, is who you are and how you want people to perceive you.
To put it another way:
- The “why” is the branding, or why customers should trust your business and work with you.
- The “how” is marketing – How you communicate your brand and tell people about your brand, how you engage that brand with a human being, in a way that can lead to a sale.
The Way in Which Branding is Relevant in Every Business
Branding isn’t just for big companies that can afford to spend millions on creating a consistent image. But even startups and small businesses can reap huge rewards with a strong brand. Here’s the reason branding matters:
- What sets you apart from other similar businesses
A strong brand identity sets your business apart in a saturated market. It explains to your customers why they should choose you over someone else. - Builds trust and credibility
People would prefer to make a purchase from a brand they trust. A unified brand presence on all media emphasizes professionalism and encourages repeat business. - Creates emotional connections
Branding is about more than just the way something looks. It’s about evoking feelings. A good brand resonates with the audience and nurtures long-term relationships. - Drives customer loyalty
Imagine how some refuse to drink anything other than Pepsi or purchase only Samsung when there are multiple brands to choose from. That loyalty is generated by brand-building over time. - Supports marketing efforts
Marketing can become more impactful by having a clear brand. Whether your marketing is in the form of a social media ad or an email campaign, your customers see your brand, and they identify with the message.
Elements That Shape a Brand
What a Good Branding is Based On
So a really good branding consists of a few things. Here’s what it includes:
Brand Identity
The visual and physical incarnations (or representations) of your business. This includes:
Logo: The look and feel of your brand; a good logomark is simple, timeless and versatile.
Color palette: Colour speaks volumes and colours cause emotions. Red, for example, signifies passion and urgency, while blue suggests trust and calm. Select colors that represent your brands personality.
Typography: Your fonts can speak a lot about your brand. Are you bold and contemporary or classic and sophisticated?
Imagery: High-resolution product images, illustrations or video that communicate the level of professionalism of your company.
Brand Voice
Your brand’s voice is the way that it “speaks” to its audience. Are you speaking in a professional, playful, authoritative or empathetic tone? An engaging brand voice fosters awareness and trust. For example:
- The brand uses a friendly, funny voice to appeal to small business owners.
- A law firm, for example, might use a formal, strategic voice that sounds authoritative.
Brand Values
Values mirror your business morals and ethical principles that propel your business to the defined direction. Today’s consumers – specifically Millennials and Gen Z – are drawn to brands that are a reflection of their personal values. If the company is focusing on environmentalism, diversity, or modernization, be sure to incorporate those themes into all of the branding.
Customer Experience
Branding is so much more than appearance and words. It’s also a matter of how customers feel when they’re engaging your business. From smooth website navigation to great customer service to thoughtful packaging, every touchpoint counts.
Brand Positioning
What is the desired brand image you seek in the market? Brand positioning is where you fit in the market as a unique entity in your industry. Ask yourself:
- What challenges does your company help solve?
- What sets your solutions apart from those of others?
- What can you offer your potential audience?
Your positioning should be vivid, so customers know exactly what you have to offer.
Stages of Developing a Strong Brand
Developing a brand takes time. It requires careful planning and the right execution. Here are six ways to build a successful brand of your business:
Step 1. Define Your Target Audience
The key to branding is to know your audience. Develop customer personas that describe your perfect customers, what they like and what issues they need to be addressed.
Step 2. Create Your Brand Mission and Values
Every business needs a “why.” What do you stand for beyond making a profit? Define your brand mission and stay true to the values that speak to your audience.
Step 3. Design Your Visual Identity
The visual representation of your brand, from your logo and color scheme to the overall look and feel of your business, has a bearing on brand recall. Collaborate with experienced designers to help produce a consistent design.
Step 4. Establish Your Brand Tone and Message Profile
Build out your key differentiators. Include the tone and language your brand should integrate across all platforms. Make sure that this voice is consistent with your brand’s personality and values.
Step 5. Be Uniform Across All Platforms
Your branding should be consistent from your website and social media channels to your storefront or emails. Consistency is key to trust and making your brand recognizable.
Step 6. Engage With Your Audience
In addition to building your brand, take care of your brand! Create content that resonates with your audience, stimulate two-way interactions on social media and incentivise repeat purchases.
Case Studies on Smart Branding
Apple
Apple pushes simplicity, innovation and premium quality with their branding. The word “different” is not about design. Apple branding – the company’s signature look extends to everything from product design to slick adverts, and reinforces the Apple positioning as a cutting-edge innovator.
Nike
Nike motivates consumers to take action with the unforgettable tagline “Just Do It.” More than just a shop selling sportswear, the brand advocates empowerment and self-belief. Nike’s relationships with pro athletes and influential campaigns help to project these values.
TOMS
TOMS literally bakes its mission into its brand. Famous for its “One for One” approach (one pair of shoes donated for every pair sold), TOMS is popular with socially conscious consumers and it effectively creates brand advocacy based on its beliefs.
Incorporating Branding into Your Business
For those of you just starting or ready to create your personal brand for business, start by finding your audience and defining your mission clearly. Do not forget that branding is a process that needs a cyclic approach.
A good branding strategy allows you to not just connect with your customer but acts as a foundation of future success.
