Have you wondered how companies created so many years ago, such as Coca Cola, Apple Inc. and Disney, remain positioned in the minds of people? The answer is simple: they use the power of branding as a differentiating element.
These great companies have taught us that the important thing is not just selling products, it is much more than that. It is telling a story that allows you to reach the minds of people and stay to live in it.
A brand is more than a logo and a name, it is it and much more. They are all those aspects that reflect the spirit of your company, which allow you to create a close and special relationship with your audience.
Why keep reading?
The answer to why to continue reading is this: because the goal is to differentiate. But the real challenge is to achieve it by maintaining a homogeneity, a single voice capable of adapting to different contexts. A story that lasts over time, but that is not obsolete.
This guide will help you to know:
What is Branding and what is its importance for the growth of your company?
How to design a Branding strategy according to your audience and objectives.
What elements make up the Branding and tips to develop them.
How to achieve loyalty to your brand.
Cases of companies that know very well how to make an effective Branding.
What you should do and what not in Branding.
Branding: What for?
Why think about Branding? The goal of Marketing is to get people to know you, love you and trust you. One of the best ways to get known and get them to love you is to introduce yourself. The design of a brand involves defining how you want to show yourself to others.
Defining a correct branding strategy will allow you to:
Reach the client with a clear message, without the need for advertising.
Motivate the buyer.
Connect the consumer with the product and with the values of the brand.
Develop the credibility and loyalty of customers.
Strengthen the identity of the company.
Differentiate yourself from the competition and… Become unforgettable!
Branding is everything, but… what is it?
Branding is the process of development and dissemination of the brand through a series of elements and actions of Communication and Marketing strategically thought.
And is that Marketing has stopped selling products, now sells experiences. We do not buy a car for its functionalities, we do it for the emotions and sensations that will be produced by the mere fact of having it.
For Tom Peters, the great guru of Branding, the differentiation of a company lies precisely in its intangible factors: the value, credibility, and uniqueness of a brand.
In his book “The core of Branding”, Peters mentions “the 3 physical laws of Marketing”:
A real reason to believe
A big difference
Peters emphasizes the increasing relevance of stories and experiences when transmitting emotions since the brand resides in the minds and hearts of people.
How do you see your brand in the future? Define your strategy
How to know what values, emotions and experiences you should associate with your brand? Investigate
- Who are you? What are the elements that identify you and your competition?
- What products and/or services do you offer? Define its main characteristics.
- What are the core values that guide the actions of your company?
- What are your mission and vision?
- What is your company specializing in? What are you an expert in?
- What is your target audience? It defines its main demographic, psychographic characteristics, etc.
- What message do you want to convey?
- Why should people choose your brand and not the competition?
2. Know your target audience
What is the profile of the people that make up your target audience?
The real reason why you should know your audience is that in this case, you will be able to offer a proposal of relevant value and that this proposal arrives in an appropriate way, through a message with which the public feels identified and that is significant.
3. Define your goals
What do you want to achieve?
Reach your audience with a clear message.
Achieve greater credibility
Emotionally connect your audience with your brand
Achieve brand loyalty
Answering the following questions will help you define your goals:
What do you want your brand to do for your company?
What do you want people to know and say about your products or services?
4. Beyond the brand: the promise
From the moment you make your brand known based on certain attributes, you make a promise.
Beyond the visual aspects, the brand is a concept, an idea. Something obstructed that depends purely and exclusively on subjective aspects, that is, on a perception of people.
Here are some tips to create a successful company:
Be amazing: Do not make promises that you will not be able to fulfill.
Be emotional: Connect emotionally with your audience. Make them feel identified with what your brand proposes.
Be relevant: Identify what your audience wants and is interested in.
Be consistent: Between what the company is and what it claims to be. Promise, but comply.
Be different: Create a promise that makes you unique and that causes you to choose yourself and not your competition.
When you have achieved attributes such as confidence – which is essential for the business but that does not make you fall in love with a brand – that is the moment when you start to think of your client as a person and not as a number.
Kari Blanchard, Strategy Director of the New York office of the future Brand.
The heart of your brand
Reminder + versatility + simplicity. These are the main qualities you must gather.
1. Keep simplicity
The simpler the design, the easier it will be understood and therefore, remembered by your audience.
2. Try it in black and white
The use of colors is fundamental. The brand must be able to be perceived with all the senses. However, a good logo has to achieve the same effect even in black and white.
3. Play with the hidden symbolism
It is very fun to play with the combination of words and images. This is the “Double Entendre” design technique.
4. Make it unique and personal
What will distinguish your brand, is the fact of thinking to connect with your audience. Think about getting right to your client’s mind. Connect with your emotions and interests.
5. Vectorize it
Thanks to programming as an illustrator to CorelDraw you can preserve the resolution of the image and prevent it from being pixelated by modifying its original size.
6. Recruit a professional designer
Remember the logo is part of the first impression and the message that your company will transmit. A professional can give you new ideas and points of view, as well as help you convey the concept in a clear and creative way, do not you think?
Still can not think of anything?
Find inspiration on sites like Logopond
Check with friends and colleagues. One of the best ways to gather ideas is through brainstorming.
Some data that will help you think: 33% of brands use blue for their logos. 29% red 28% black or some color of gray scales. 13% yellow or gold.