Branding is one of the key concepts in marketing. And a crucial one: Without branding, your company and your products will lack meaning in consumers’ minds. However, with so many different branding strategies to choose from, it can be tough to figure out which ones are right for your company.
Understanding what branding is and defining your brand identity are important steps before choosing the right branding strategy. In the following, we will therefore take a closer look at what branding is, why it is important, various types of branding strategies and how to choose the right one for your business.
You’ll be well on your way to generating brand loyalty, recognition, equity, and awareness after you discover how to position yourself as a brand and use the right branding techniques.
What is Branding?
Branding is a marketing strategy that allows customers to distinguish your company’s products or services from those of competitors. Branding frequently entails the creation of features such as a logo, mission statement, and design that are consistent across all marketing communication channels.
Your brand is a reflection of who you are as a company, and employing good brand strategies can help you expand beyond your core market.
Why is Branding Important?
As indicated before, branding is crucial for any business. Branding is, simply put, the identify of your business. It is what gives your business personality.
While branding has always been a key element of marketing a business successfully, today it may be more important than ever before. The reason is that with social media, consumers are exposed to tons of new brands every day. For consumers, this can be fantastic, with plenty of options to choose from. For businesses however, it is more difficult than ever before to actually stand out. Therefore, having a strong brand and thereby a distinctive positioning in consumers’ minds is key to success.
Types of Branding Strategies
Depending on your target demographic, sector, budget, and marketing initiatives, there are numerous types of branding that might offer value to your firm. Here is a selection of common branding strategies that might help your company establish brand equity.
This is one of the most common types of branding. The goal of product branding is to make a single product stand out and be remembered. Symbols or graphics are an important aspect of product branding since they help customers quickly recognize your products.
For instance, Monster Energy products have distinctive packaging and emblems that set them apart from Red Bull energy drinks.
Personal branding refers to branding that is applied to a single person rather than a company as a whole. This sort of branding is frequently used to create a person’s personality, character, or job as a brand.
This type of branding is frequently used by celebrities, politicians, thought leaders, and athletes to show the best version of themselves to the public.
Seth Godin, an entrepreneur and author of more than 20 marketing books, for example, has established himself as a business and marketing specialist. Seth has developed a distinct personal brand, and many people now associate him with his concise blog articles that focus on a single concept at a time. Because of the strength of his personal brand, people prefer to hear from Seth Godin rather than a company or organization.
Corporate branding is a branding strategy that refers to a corporate value and philosophy that a company develops to market itself to the outside world and its own employees.
In each point of interaction with prospective consumers, existing customers, and past customers, effective corporate brands often seek to display the company’s mission, personality, and basic values.
Nike’s basic principles and mission, for example, can be recognized across all of its platforms and goods. “To deliver inspiration and innovation to every athlete in the world, “says Nike’s mission statement. In addition to their well-known swoosh check mark emblem, the company’s slogan is “Just do it”.
Nike portrays itself as a brand for athletes, sport lovers, and everyone who is passionate about fitness as a business brand. They also state unequivocally that everyone can be an athlete.
The customer’s needs are leveraged through service branding. Companies that employ service branding aim to give world-class service to their clients. They want to add value to their customers by providing exceptional customer service.
Chick-fil-A, for example, is noted for its great customer service, which has become synonymous with the company’s name.
Co-branding is a type of branding that brings together businesses. Co-Branding is a marketing collaboration between two or more companies. This allows businesses to have a beneficial impact on one another, which may strengthen both businesses, spread brand awareness, and help to break into new markets.
Frito Lay and Taco Bell, for example, collaborated to create the Doritos Locos Taco.
Branding on the Internet
The term “online branding” sometimes known as “internet branding”, refers to the process of a company positioning itself as a participant in the online marketplace.
A company’s website, social media platforms, blogs, and other online material all fall under this category of branding.
In today’s market, almost all businesses use some form of online or internet branding.
The No-Brand Branding
No-Brand Branding is also referred to as minimalist branding. These are frequently generic brands that seek to let their products speak for themselves without all of the extras that many others offer their customers.
Brandless is one of the most notable no-branding branding examples. Brandless’ packaging, colors, and general look are incredibly simple, as you can see on their website. This is in line with their objective of supplying reasonably priced meals to individuals who aren’t familiar with a particular brand.
Regardless of the fact that Brandless just declared its closure, it was a remarkable example of no-brand branding that had a lot of popularity for a long time.
How to Choose the most effective Branding Strategies for your Company
To achieve their objectives, many businesses employ a variety of brand strategies. For your success, you must choose the correct strategies. To identify the best approach for your company, follow these easy steps:
Create a Brand Identity
You should define your brand identity before deciding on the best brand strategy for your company. This entails posing a series of questions to yourself and those involved in the marketing and sales process, such as:
- What is the mission and key values of my company?
- What three words would you use to define your business?
- In the marketplace, what do I want to be known for?
- What type of impact do I want to have in my field?
These questions can help you identify your aims and path as a unique brand in the marketplace.
Determine your Brand’s Goals
You should be able to decide on your brand objectives once you’ve identified your brand identity and answered the important questions outlined above. For instance, your goal can be to establish yourself as an industry leader in a certain amount of time, or to boost your consumer interactions through reviews, website visits, or online product purchases.
This will allow you to choose a brand strategy that is in line with your company’s aims and objectives.
Define your Target Market
Consider what they’re interested in, where they’re located, their age, what they think of your brand right now, and how you’ll attract them to your services or products.
Knowing your target market allows you to collect enough data to strengthen your message and choose the best brand approach for your target audience.
Consider your Field and Industry
Each industry is likely to have various aims and objectives in mind; Each brand strategy has something unique to offer your company. However, not every method will be appropriate for your sector.
Consider performing a competitive analysis with your industry’s competitors to help you select which brand strategy to pursue. Conducting such an analysis will assist you in identifying your market’s potential and risks.
Building Your Brand: The Best Practices
Building a brand takes time, and as you credibility and reputation develop, so does your brand. To speed up the process and build trust with your audience, make sure to follow these best practices:
Make the most of your Visual Content
Visuals play a crucial role in branding strategies and marketing.
Individuals process and recall pictures at a higher pace than words. Infographics, for example, are three times more likely than other types of material to be shared on social media.
Visuals account for a significant portion of what prospects and customers remember about your company. Make sure your images are consistent with your brand’s overall concept and values.
This ensures you get brand consistency and allows people to quickly recognize your brand when they see similar graphics in the future.
On its social media channels, for example, the manufacturing giant General Electric presents its clients with engaging and interesting pictures. Their visual content aids in the telling of their story to customers and helps to develop their brand identity.
Humanizing Your Company’s Image and Brand
Finding something to believe in and promoting that message to your prospects and customers is one way to make your brand more personable.
The easiest approach to do this is to come up with unique solutions to your customers’ problems by recognizing that their issues are divided into three categories: external, internal, and philosophical.
Once you’ve identified their requirements and concerns, you can start weaving a tale into your marketing messaging that adds value to your clients and makes them feel you have solutions to their problems.
Continue the Conversation and keep it going
Getting people to talk about your brand and adding to the conversation is an important aspect of establishing yourself as a successful brand.
Maintaining the conversation requires a strong online presence that allows you to post and comment on topics that are important to your company.
Thank your clients for sticking with your company by giving back to them. Direct involvement with prospects and customers in person, over the phone, via email, or on social media helps you retain and grow engagement, which contributes to the development of a strong brand.
As we have seen, branding is crucial for your success as a business because your brand is what defines you in the eyes of customers. Therefore, make sure to select the right branding strategy and build your brand continuously.