Branding is an incredibly broad concept, within which one can rightly dive into a myriad of different aspects.
In this post, we stick to ‘the basics’ and take a look at what branding essentially is.
What does branding consist of?
Branding can, in some cases, be an intangible concept to work with, but there are also tangible elements that can be touched and felt.
Let’s take a look at some of the basic elements we understand as branding.
- Name and logo
- Typography and slogan
- Shapes and colors
It goes without saying that the name of a brand plays a significant role in shaping the first impression for consumers.
With a name that is easy to understand, easy to remember, and at the same time includes a logo that is uniquely recognizable, you’re well on your way to creating brand awareness.
Typography here further emphasizes the brand’s identity, while a slogan can express a promise or set of values to the consumers.
We can’t ignore that shapes and colors have a psychological effect on consumers and can also significantly influence how a brand is perceived.
Branding vs. Marketing
Many times, branding and marketing are grouped together, despite being two distinct disciplines.
Branding can be seen as a company’s identity.
Marketing is the tool that helps communicate this identity to consumers.
The combination of both disciplines is essential so that consumers can differentiate brands from each other beyond just a logo and a name.
Imagine, for example, two different shampoo brands that sell exactly the same product with the same ingredients and benefits. Which shampoo will the consumer buy?
This depends on the interplay between branding and marketing.
Let’s say one brand focuses on self-care, luxury, and beauty, using influencer collaborations and a minimalist approach with a beautiful logo that screams luxury.
Now, let’s say the second shampoo brand focuses on sustainability, responsibility, and environmental friendliness. Through clear environmentally conscious ads, packaging, and color choices, it is also evident to the consumer that this brand is as green as it gets.
The above examples show how the same product can be branded and marketed in two very different ways depending on the brand’s identity.
The result is that the consumer sees the brand’s clear identity and can, based on that, determine which shampoo aligns best with their values.
Brand Positioning
When talking about branding, you can’t avoid positioning.
When it comes to branding, whether it’s a new launch or an already established brand, positioning maps are an essential tool to work with.
Positioning simply refers to the position a brand holds in the consumer’s mind.
This can depend on parameters like quality and price, but it could just as well be many other factors, depending on the market in question.
The point is that with the right branding (or rebranding) strategies, there will be an opportunity to analyze how consumers perceive a brand in order to better position it attractively relative to its competitors.
Employer Branding
In addition to branding strategies aimed at creating or maintaining a company’s identity towards consumers, there is another important level: employer branding.
Employer branding focuses on how the company presents itself to its current and potential employees.
Here, the focus is on branding the company as an attractive workplace, where employees thrive, and where potential employees can see a future with opportunities for personal growth.
In addition to the benefits it may bring internally to the company, there can also, in some cases, be a spill-over effect on consumers.
For example, if consumers know that employees in a company are fully satisfied, it can contribute to a positive effect and strengthen purchase intention.
Benefits of the Right Branding
There are many advantages to the right branding – both for consumers and future employees.
As mentioned in the previous example, branding, besides helping to differentiate brands, also helps create an identity around a brand that consumers can identify with based on their own values.
If there is overlap between the company’s values and the consumer’s, there is potential for loyal customers.
Internally, a clear brand also ensures that employees are not in doubt about the values that apply to the company and, therefore, what the overall goal is for the future.
There will undoubtedly be a certain degree of motivation associated with working together on the same set of values, which have been clearly communicated and branded by the company.
Comments