Branding (or brand management) are actions aligned with the positioning, purpose and brand values that help build the perception in the customer's mind. The goal of branding is to not only conquer the consumer's mind, but also your heart.
Think for 1 minute on a brand.
Besides thinking about the name, the colors, letters, shapes, sounds, you also thought of sensations and memories?
This is precisely the function of branding: to awaken sensations and create conscious and unconscious connections, which will be crucial for the customer to choose their brand when deciding to purchase the product or service.
All the moves that a brand makes, from the creation of a logo, choice of source, speech, tone of voice, company values, jingles, people who will represent, all help to build the personality of a brand in the mind of the consumer through perceptions and sensations.
These practices help create value beyond the product. It is more than the product, it is who the brand is. It is the creation of meaning through symbols.
How important is Branding?
Globalization has increased competitiveness, and demonstrating brand differentiation has become necessary, as well as having a purpose that goes beyond positioning.
According to a survey conducted by Ana Couto Branding, when a brand can truly connect with its consumer through its purpose, price perception can change: 67% of respondents said they are very willing to buy a product from a brand that connects with them from a common purpose and are willing to pay more for it, since they see real value in this acquisition
Having a brand with personality and purpose, creating identification with people, their stories, their causes and promoting good brand experiences are the key to the recommendation, which today is one of the most powerful weapons for acquiring new customers
An article that can complement here and that may be useful to you is this: How to generate qualified leads using your value proposition.
How to do a branding job with Digital Marketing
Branding is a concept that came before Digital Marketing. When the Internet did not yet exist, brands expressed their position and related to the public through conventional advertising (radio, newspaper, TV).
With the scenario being transformed by technology, Digital Marketing brought new possibilities for branding. Some experts talk about the concept of digital branding, which is basically branding in the digital environment.
Today, a brand can choose super-personalized and low-cost channels to relate to its audience, as well as offer different ways of buying.
There are several ways to work branding on the internet. We can divide the initiatives into two groups:
1. Visual identity
They are the visual representations of your brand that help create an identity in the consumer's mind: a photo style, fonts, colors, etc.
The more aligned it is, the more likely and fast will be the association in the mind of those who are looking for brand choices.
Adequate your logo
It is extremely important that, at the time of creating your brand, it is also thought for the web.
The file formats that are used for printed materials are different from those used for the internet.
So, think about the application of your brand, the ease of reading and understanding the name when it is in reduced versions.
Create your brand manual
In the manual, there should be all the colors that the brand can have, what source was used in its creation, what are the color codes, how it should be applied in materials, vertical and horizontal versions, etc.
Want an example? See the Digital Results brand manual.
Determine a style unit
Look for examples of photos that have the same line and that serve as examples for the style you want to adopt for the brand.
Try to follow a style, as it will communicate much of your brand.
Strategy plays the role of transmitting non-visual values, it is how you convey your purpose.
The creation of perception by strategy occurs at a deeper level, where the consumer identifies not only with style, but with brand values creating a stronger connection.
Posted on May 28, 2018 at 01:29 PM