Brand building is a lengthy process that requires the teamwork of the people in charge of creating a product or service. It also requires the people in charge of marketing and the team of professionals in charge of communicating – and building the brand image of a company product or service. What are the key steps in the brand-building process in 2020 – read in the text before you.
What Is Brand Building?
To understand what brand building (or branding) is – we first need to understand the term of brand. A brand is an idea or image that connects consumers and customers to a particular product or service. It is achieved by identifying the company name, logo, slogan or specific design.
In a situation where there are multiple competing firms offering similar services or products – successful branding or brand building involves the recognition of one company by customers or consumers. This recognition can be reflected in a different graphic design, specific name, unusual advertising campaigns, etc.
Creating A Brand
Brand creation is one of the most important functions of marketing today. At a time when it is very simple to make your opinion public, it is very important to create a brand that people will love. We can view branding as a process that aims to sell a product or service to potential consumers before the actual act of selling occurs.
At a time when competition is huge and the market is saturated – the key to success lies in how much we know and understand human (emotional) needs and desires. The strength of one brand depends on the position it holds in the minds of consumers concerning other brands. So set aside some time for your new or existing brand, and try to make sense of the story behind your products or services. These are 5 essential steps you will need to follow in order to try to make a successful brand:
1. Let Your Brand Name Reflect The Emotion You Want To Evoke
Choosing a name is usually the most difficult and complicated moment when creating a product and branding it on the market. To survive, a brand requires a unique idea or concept that will make it different from existing products on the market. An idea that will take its place of honor in the minds of potential consumers, an idea that you will convert into a name. What you need to keep in mind is that the brand name, that is, your verbal identity – should be as short as possible and easy to remember. The name can also be associated with a particular product or service – and cause the desired emotional reactions in your potential customers, consumers.
2. Invest Time In Creating Your Visual Identity And Be Unique
Logo (trademark), colors and design make a visual identity of your brand. According to Template Monster, you need to highlight the uniqueness of your company to highlight your project. Sometimes you can do this by using quality online tools that can help. A brand, by definition, needs to be unique and recognizable to stand out in a bunch of other products and services. Therefore, it’s important to pay attention to what are the attributes that can help you convey the idea and story behind your products and service.
Think of one of the many well-known companies that have been able to position their brand. Be guided by their philosophy when building the visual identity of your business. For example, Nike uses attributes such as health, athletics, fitness, achievement – while Apple uses attributes such as innovation, functionality, creativity, elegance and Steve Jobs’ distinctive name.
3. The Brand Isn’t Built Overnight So Be Consistent And Professional
Building a brand is a long-term business. The world’s most famous brands have often taken decades to position themselves in the minds of their consumers. Coca-Cola was neither the first nor the most famous soft drink brand when it first hit the market. For years, Microsoft was just a small business that no one knew about. To understand why it is important to be consistent, we bring you the best example that illustrates why you should not change your branding strategy often.
When a company that is building its trademark forgets what it should represent – it gets them into trouble. One of the most obvious examples of brand amnesia happens usually when a well-respected brand attempts to create a radically new identity – as was the case with Coca-Cola, which sought to replace its original formula with New Coke. The outcome, of course, was disastrous.
4. Use The Functionality Of Social Networks In The Brand Advertising Process
As you can see, the focus of one brand should be on customers and consumers. In the age of social networks, this fact takes on a new and additional dimension. Every satisfied consumer needs to share with their friends the story of his or her favorite brand – which put their needs and desires first.
These are your brand ambassadors and therefore, engaging on social networks should not be taken as a side-job. These are the people who will promote your products or services for free. That is why it is immeasurable to be active on social networks, to update your pages, and to create content that has the potential to go viral. This way, you will gain loyal customers who will become personal promoters of your brand.
5. Choose A Target Group And Create An Emotional Pact With Customers
We can also represent the brand as a type of contract with the customer – which guarantees that the product will show itself once it reaches consumers. It simply needs to be well presented – and we must make it come to life. This is built by applying different approaches, which also include public relations, sponsorships, participation and event organization. The value of your brand is also created by workers who bring their positive experience to the product – which directly influences customers. With the now far-reaching impact of the Internet on the business world – the opportunity for establishing long-term partnerships between people and the company is emerging. A model of this type of partnership ensures that everyone is profitable. Therefore, it is rapidly becoming the new standard of business.
In a 21st century economy, a successful brand is also the ultimate success of your business. Whether you have your own business or would like to find a job as a marketing expert who will be able to position a particular product on the market and therefore make a profit for your client – these are the steps you will need to follow.