In our day to day life, it is easy to recognize some branding, usually, before going to work, we get a Starbucks coffee with our name on it, or maybe we accompany our lunch with a refreshing bottle of Coke.
You don’t even have to look at the name to know which bottle holds the Coke, and also just by looking at a particular plastic mug, you can tell it’s a delicious Starbucks coffee.
The brand strategist painted 100 objects erasing all visual marks and photographed them in their purest form (in white) with the simple purpose of showing us that a brand’s identity is more than logos and colors.
The result of a good branding job is noticeable when, upon seeing an object, your mind immediately associates it with a color, a logo, or even the song of an advertisement.
After all, branding is what people say, feel, and think about your brand.
Branding or brand management is the development and maintenance of a set of attributes and intrinsic values of the brand and by which its audience will quickly identify it. Therefore, every step taken by the company, brand, or organization to become a rapidly recognizable brand by its customers must be analyzed, and a previous strategy followed.
But when it comes to online business…
How Do You Define Brand Branding?
As a brand in the online world, we must conceive of more than just a name. The brand should be the seal, the spirit, the identifying symbol of the organization, or a combination of all of these. Users should perceive the brand as a valid image of the company, in terms of quality, reliability, and uniqueness.
It is necessary to understand that branding is made up of a series of elements that make it easy to identify. The five primary components are:
A proper name remains a competitive advantage over all those who do not understand the power of a name. Without a doubt, investing in naming is investing in creating brand value.
The name must be well-known, unique, durable, one that evokes the essence of the brand, legible, and easy to pronounce.
A company’s corporate identity is nothing more than its reason to be: what it is, what it does, and how it does it. It is the sum of characteristics, values, and beliefs that comprise the identity of a company, and which makes the company differ from the rest of the companies over time.
Brand positioning is the relationship, more or less intense, that exists in the consumer’s mind between the brand and specific attributes. We could say that branding is a process and that positioning is the result of good branding.
The concept of loyalty is closely related to that of fidelity. We can say that the different actions that a brand develops to build customer loyalty are aimed at retaining them and making them more loyal.
This element refers to the planning, evaluation, and follow-up of branding, at a general level involving the brand and at a specific level with each product, Before launching a product on the market, it is important to have defined the target audience you want to reach, the need that the product/brand will meet and the communicative goal, taking into account the following premises:
- Transparency: the design must convey clarity of what the brand represents.
- Simplicity: many graphic elements can overwhelm the visual identity.
- Personality: the design must be unique, relevant, and have a significant visual impact.
- Consistency: visual elements must have the flexibility of application on different elements or surfaces so that they never lose their primary essence.
Online Branding Strategy Basics
With the rise of the Internet and Social Networks, it is also necessary to carry out an Online Branding strategy, which is managing the reputation of a brand on the Internet using Digital Marketing tools. In other words, brand identity is what distinguishes us from the competition.
It is, therefore, essential to develop different strategies to boost positioning, which leads us to these four key strategies to achieve it:
Research The Audience
It is essential to know the audience we are addressing. Define it and also understand it. We have to know what is the language of our target audience to understand each other.
Give A Voice To The Brand
Determine the messages developed for the public. Each brand must be treated as a person addressing another, taking into account that each person has unique elements that distinguish them from others. With brands, it must be handled in the same way. There are thousands of brands of soft drinks in the world. Still, returning to the initial example, Coke as a brand manages to speak to its public uniquely, so unique that it is difficult for the competition to match.
Plan For Integration Into Social Networks
Social networks should be not only a channel for the dissemination of your products and services but also for your values and identity. The brand must create a profile in all social networks; however, it is not strictly necessary that a brand creates content in all of them as different strategies applicable in infinite ways for each social network. A brand can initially create a presence in a social network and then expand to others.
Build Your Online Reputation
You have to design a strategy on which to build a reputation; viral marketing can be an excellent tool to use. However, you must take good care of the way it is applied so that it can be successful and, above all, sustainable over time.
In short, your branding strategy must guarantee that you will be able to promote your brand to ensure more prominence for your company and make it a market leader.
A brand is not just a logo, a name, or a visual identity. It is a set of feelings and experiences that a certain audience has had and created from the product or service that the company offers.
Branding also ensures that the organization grows in an intelligent and lasting way, always focused on what the brand is, and how it wants to be perceived.