What is Branding?
According to designer Walter Landor, a good brand should strive to create an emotional connection with its customers, as, in his words, “the products are made in the factory, but the brands are created in the mind of each consumer”.
Brand By Difference helps you clarify the concept and understand how you can build this emotional connection through branding in your brand.
Branding conveys to your customers/consumers who your brand is and what they can expect when interacting with it. When we talk about branding, many still think it comes down to a logo. Of course, this is a key element that helps create an identity by sticking it in the consumer’s mind, but it’s only a small part of building a brand. As a general rule, products have limited life cycles, but brands – if well built and crafted – last forever.
So let’s see some areas of branding performance and its importance.
Branding is present in areas such as design, communication, marketing, administration, psychology and advertising. All these segments result in actions that aim to position a brand in the market, making it lead to a satisfactory relationship with customers and, in a certain way, managing to create an emotional connection.
Branding actions aim to align all the visual communication, marketing and information of a brand so that it conveys the same image to the consumer and demonstrates its own personality, according to Cim (The Chartered Institute of Marketing), 40% of professionals marketing professionals do not believe that their brand image is well aligned with their organization’s strategic direction.
But why are branding actions so important?
Brands do not always have their actions well-defined. Many know what they do, some know how they do it, but few know why they do it, what their purpose is, the causes, what they believe in or simply why the brand exists.
Thus, it is necessary to be able to promote the value that the brand wants to convey and make it a priority. A successful brand achieves recognition, desire, trust, customer loyalty, etc., with efficient, coherent and impactful management.
This perception is the result of an effort by the brand that seeks to position itself in the market. According to the Harvard Business Review, 64% of consumers elect shared values as the main reason to relate to a brand.
Having said that, there is another area that also deserves our special attention. It is important to analyze the internal points, such as the employees’ commitment to the brand and the company’s adaptability. It is natural that branding actions also focus on employees. After all, they are the ones who are in direct contact with customers and, therefore, assume the task of transmitting the brand’s values and mission, providing the best experience the brand can offer.
Therefore, we can conclude that Branding is a fundamental piece in the construction of an organizational action plan. It is a system of interdisciplinary actions in order to establish a constant and consistent relationship between the consumer and the brand, which will subsequently develop perceptions and feelings.
A healthy and well-recognized brand facilitates and increases sales, which consequently increases the perception of brand value. As you can see, you only have to gain if you know exactly where your brand is going and the values you want to share with the target audience.