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Branding is one of those words that gets thrown around a lot but, what does it really mean?
Well, if we get technical “Branding is endowing products and services with the power of a brand” (Kotler & Keller, 2015). But to put it in simple words, branding is the identity of a business or company, and it's constructed by a collective of symbols or designs that can be easily identifiable as belonging to the company. Any action you take to shape your brand is, in a sense, branding.
Your branding is the image of your business, it will make you stand out from other products or services in the market, and it is crafted to embody who you are, how you want to be perceived and whom people perceive you to be.
Let's talk a little bit about branding’s functions and importance in marketing.
One of the most critical roles is brand recognition. This is the process by which consumers become familiar with your company. The logo, for example, is one of the most important components of branding, it is the face of your brand. This is why professional logo design should be powerful and memorable to make an impression at first sight. A great way to illustrate this topic is McDonald's, this company has multiple aspects that people immediately recognize. This famous fast-food franchise has a great positioned logo, everybody knows the golden arches.
To achieve brand recognition it's not enough to have a good logo or color palette, branding must be consistent in order to be successful. Marketing campaigns and strategies must be updated every now and then to adapt to the fast changes in our society, but your audience needs to know that marketing is for your company specifically, this requires certain aspects to remain the same, or at least very similar.
Creating a place for your product on the consciousness of the consumer can take time, meaning that constantly changing branding approaches can have a detrimental effect. Look at Coca-Cola, this company’s classic red color resonates with the masses, and it's immediately associated with the soda.
Something worth mentioning about branding that comes hand to hand with recognition is the emotional bond that can be created through consistency. By establishing your brand and showcasing its virtues, you can create a deep emotional bond with your audience, this is a gradual process, but it starts with memorable communication, disclosing the essence of your brand in order to generate good reputation and enable your customers to fall in love with the brand. To continue with the example we gave before about Coca-Cola, notice how this company doesn't sell drinks, it sells ”happiness”. The Coca-Cola ads generally express a tone of joy, which associates the feeling with the product. The company intentionally seeks to create this type of correlation to increase the effects of their advertising strategy.
As you see, with the cases in point we mentioned before, branding has many benefits for your brand, but to keep it simple there is something we can't forget and it is that your brand is a business, and it deserves a great future.
Branding should not be an option for business but a need, simply because a strong brand is essential to delivering the results you aim for.
We like to think of branding as the groundwork of a company, one of the first steps to consider before facing the market. When we talk about branding we go beyond the idea that a logo and color palette is enough to shape the identity of a brand, we usually contemplate multiple characteristics of the company to develop an accurate representation of its essence that is created to last. There’s no one-size-fits-all approach to branding. Depending on your business, you might need additional or personalized assets, but don't let this overwhelm you. At Trifecta, we are more than pleased to help your company shine its potential on a better light, we can schedule a meeting to help you develop a custom identity for your project and your target market.
We’re Trifecta Content Studio, a 360º communications agency focused on helping e-commerce companies and small-to-medium businesses build effective and engaging communication strategies that range from branding and influencer marketing to crisis prevention, to Amazon A+ Content and storefront design.