Branding is the creation of a positive image of the company, its distribution and consolidation in the head of the client. In simple words, it is brand management.
A brand is a trademark, trademark of a company and its name.
Branding includes a whole range of marketing activities to develop the image and consolidate long-term relationships with the consumer. It creates a unique style, increases product value and builds trust in the company.
A clear illustration of why branding is so important - examples that are known all over the world - Apple, Ikea, Coca-Cola, Google. Consumers know these names and can tell right away what products the company offers on the market and why they received such popularity and love. And it depends on how firms position themselves in the market and what emotions they evoke in consumers.
Every year, Coca-Cola launches a New Year advertisement with a melody recognizable from the very first notes; the famous truck always flashes in it, which brings food and gifts from the company. This video is associated with the feeling of a holiday and a cozy evening with friends or loved ones.
Why branding is needed
Let's take a look at branding goals and objectives.
The purpose of branding in tech branding agency
The definition of "branding" comes from the Latin word "brand" - a brand. In Europe, for a long time, they began to brand products with brand names so that people could find out who made the product. With the transition to an industrial scale, the range of products on the market has grown significantly. In this regard, companies tried to stand out from competitors by means of branding. In fact, the seller offered a potential buyer not just a product, but a whole ecosystem of consumption - the image and life of the character, which the company broadcasts.
The company manipulates emotions to solidify a positive brand experience, increase loyalty, and turn the user into a repeat customer and brand advocate.
The purpose of branding is to create a clear, understandable and positive image to increase company awareness and loyalty to it.
Branding objectives
If the goal of branding is the end result we need to arrive at, tasks are the steps to achieve the bottom line.
Branding objectives:
Branding should show the importance and value of your product to the audience, as well as distinguish the company from the competition.
Who Can Do Without Branding
Branding is actively used by large companies. If you have a small business or highly specialized production, it is not necessary to create a brand. Refusing it will help save money and invest it in improving business processes and communications with the target audience.
For example, the production of nails or the sale of potatoes does not need a brand, nor does the manufacture of notebooks for daily use. In this case, the consumer is interested in the quality of the product and its functions, and not in how his life will change because of three potatoes eaten for dinner.
Pros of not branding:
Cons of not branding:
The brand makes it possible to participate in trading on the exchange, as well as more actively to attract partners for investment or joint activities.
Potential employees are less likely to join a company that does not pay attention to promoting its own brand.
Branding types
In this section, we'll look at what branding is and where it is applied.
Personal branding
It is also called personal branding - this is the promotion of the media person, as well as the formation of a certain opinion about this person. This type of branding has become especially popular along with the development of social networks and the emergence of expert bloggers.
Personal branding can create a leader image for the person leading a company. Branding example: a legal services agency named Voronin & Partners. The name suggests that the client is likely to come to a specific specialist with a well-known name, who is positioned as a professional in his niche.
Examples of personal branding include interviewer Yuri Dudya, education expert Konstantin Naychukov, our ambassador Anna Melnichuk, as well as those bloggers you follow on Instagram.
Company branding
Or otherwise, corporate branding is the development of culture, philosophy, mission and brand within the company. Employees feel that they are important elements that bring benefit and value to the organization.
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