Branding strategy. do you like communication and publicity? In this article you will learn about the Branding Strategy, a plan that you can develop to create brands, show your strengths and sell it in the market on a large scale.
Branding Strategy
Branding Strategy: What is Branding?
When you manage to build the foundations of a brand, we would be defining the concept of Branding in a certain way. In some cases we can exemplify it as if we created a living being that can think, work and live together, for you.
To do this, you will show all the contrasts of your creation, visions, objectives, the audience that we expect and even what the personality of the brand would be in a certain way. To create an excellent brand identity it is necessary to do it consciously and above all, highlight what we want to highlight about the brand.
A clear example is that the brand talks about global warming, but not being honest with the processes they go through to create their products.
The idea of branding is to be clear and fair with the public, thus creating a logical friendship with society, demonstrating business values consistently.
Let's talk about the Branding strategy
Sometimes the brands don't have much congruence. In some cases, the brand already has a north, but it does not fully demonstrate what it does or what its center is.
To choose the colors for a logo, isotypes or other products of the brand, it is necessary to ask the public, and at the same time analyze everything they respond, as tips that you will use to make the right choice.
A good Branding strategy should always be taken into account, that will ensure that your company emerges and has a great boom.
Branding strategies usually take a lot of time, to be worked in detail so as not to lose sight of any of them.
The search for the solidification of the brand will achieve that the objectives are met under the parameters of the values. The brand must also demonstrate how it differs from its competition and in this way how it would become more relevant to its audience.
Let's clarify the concept of strategy
Let's limit the errors of what is created by strategy: The brand is not a product, a logo, a website or a name. The brand is more rooted in what is not palpable, something difficult to understand, but the fact that it cannot be understood is what causes impact and the difference from the most famous brands.
You should always think about what keeps you consuming the product of a brand and you will find the example.
That brand must have something apart from the price and quality that attracts you, then we have that the identity of that brand will be like the solar star that, due to its gravitational center, easily attracts the other planets creating a complex system.
The importance of the Branding Strategy
Here are some aspects for which a branding strategy should be applied to a brand:
- Creation of emotional bonds: Mainly the prices of a product attract at first sight.
- Promote the association of idea: So something is not your brand, it could give you publicity, a clear example is going to an establishment and asking Is there 7UP?
- Differentiate yourself from the rest: Competition will normally exist, but the solidification of a brand is what gives confidence to the public that is looking to solve their needs. In another perspective, you will not only show products, but the relationship that links you with the brand.
- Objectives approach: Development and always innovating is important, but at the same time not misguiding, not moving away from the original vision. When you learn about the personality of your brand, what it offers and how it will offer it, better goals will emerge, and you will have the right decision making.
- Support the Marketing strategy: Marketing is born from the public and its brand, thanks to what it is, from that point on.
Before continuing, if you are interested in the world of Sensory Marketing, enter the following links and discover everything you need to know.
https://www.youtube.com/watch?v=l8m0nMCwcEA
Elements for a successful Branding Strategy
Many communication and advertising professionals take into account that marketing is more than a science, it is an art. For a comprehensive and harmonious strategy you must take into account the following elements, to keep the company in a good position:
Objectives
Brands often make promises, all struggling with the distrust that the public has in the market, where the proposals are too expensive. So it is not a question of promising but of setting clear objectives.
It is important to know why you get up every day and go to work, that is, the purpose you have as a motor to differentiate yourself from the rest.
How is the purpose of the company defined? Well, it is considered in 2 thoughts:
- Functional: It is how success is visualized thanks to immediate reason and marketing, a clear example is that the company estimates that it will generate profits.
- Intentional: The style of the market will focus on totalitarian success, from that point the mission of making money and giving something to the planet is born.
Exemplification of an objective in Branding:
For the Ikea company to achieve more than its profitability, it is one of those objectives that are usually respected in the market.
According to Ikea, its vision is based on improving the quality of life of the human being. This is something that works for them as a strategy to obtain better clients, since it shows them confidence; in themselves they demonstrate the value they have towards customers without thinking about sales.
For the company it will always be important to generate money, but just thinking about it will not make the brand different from the rest.
Consistency
To achieve the consistency of the company it is necessary not to touch on those issues that do not have to do with the brand and in a certain way make it look better.
Did you add a new photo to the Facebook Fanpage? What does this mean for your company? Does it align with your message or was it just something funny that could confuse your audience? Disregarding unnecessary details will first enhance the work of getting a better audience.
To create a stable brand foundation, it is necessary that messages to customers are clear and highly consistent. To finalize this point, it must be clear that by recognizing the brand yourself, it will give you confidence.
Example of Branding consistency for a brand
Coca-Cola has a performance between commitment and consistency that makes every detail of its marketing strategy perfectly combined, which has managed to position itself as one of the best-known brands in the world, and its quality of service is excellent.
Even in their social networks they maintain a fairly coherent harmony with the characters that define them as a company.
To guide customers without losing, it is a good idea to create instructions that show them what you sell, from the colors you show. The tones of voice of your company or how your products and services are positioned in the market, even the superficial aesthetics, everything matters.
Emotion
The human being instinctively wants to communicate or feel heard; According to psychologists Roy Baumeister and Mark Leary, they mention that it is part of staying. In another aspect it is wanting to stay, so we have to: People unconsciously need to connect with their peers.
The creation of bonds in society are keys to the lifestyle, behavior and even the logic that the human being possesses. To explain it in a more sensitive way, love and affection move human thinking, therefore, the more social relationships the better.
Exemplification of emotion in Branding
The customer does not always think logically, an example, are the people who buy a motorcycle of 1000 USD more expensive than another that is just as functional.
In this case, suppose that the motorcycle is a Harley. What led that person to buy it? Well, they created a group that they called HOG (Harley Owners Group), they are all owners dedicated to a life on a motorcycle.
When creating their lifestyle, the marketing that was given was from the own experience of each consumer, with the passage of time they became very famous and reliable.
The brand offered people to feel part of something, where everyone has a common good, the love for motorcycles and that lifestyle. Thus, with the passage of time, people normally consider obtaining a Harley Davidson.
On this we have a teaching and that is that to connect, you need to enter the emotional levels of the most recondite client. To find emotion in your strategy you must ask yourself, Do you transmit tranquility? Do you make them feel like part of the family? Do you make life easier for them?
Branding strategy
Flexibility
There are too many changes on the planet, people specialized in the marketing area have the belief that they must be very flexible if they want to be taken into account.
But, in a way that makes advertisers and communicators more creative and have more ideas for their campaigns. Some people think: Wait a second, how can my consistency last and still be flexible?
Well, it is a very good question, since many of the business identity programs, to be effective, need a lot of constancy and consistency, in order to be identified in the public, but not only is that, it is also necessary to vary the ideas in are to show a certain freshness and human quality.
Let's see an example of flexibility in Branding
The Old Spice company shows a great marketing strategy, as well as being one of the most successful companies. Previously, for many families their products are important at home, as their quality is indisputable.
Flexibility began and they sought to create products that cover new places in the market, they made the decision to make a partnership with an advertising agency, in order to better position themselves based on their new clients.
For a time they spent time creating TV commercials, creating a new website, a different presentation style, as well as more flexible products with better names.
The new generations, seeing this, began to obtain their products, their renewed style quickly attracted attention, implying that the strategy worked.
This means that even if you have plans that are good, take a risk and make the decision to renew yourself and always be changing, to attract new followers and potential clients, it is important to take into account opportunities that are new and very original.
Some questions that you may ask yourself are: Can I make new collaborations? What attributes does my company have? What can I do to stand out more? With questions like these, you can get new customers and make old customers understand why they came to you in the first place.
Employee participation
To build trust through consistency, it is important to earn brand recognition through employee experience.
Workers should always be polishing the way they express themselves to consumers. They must take into account that they not only work in the company, but above all else, they represent it.
It is good to look for social networks to be happy, dynamic and fun, because it would not be a good point for those who serve a person to show them a service in a routine and boring way.
Example of employee engagement in branding
You can know this example through the Amazon company, who communicate and are very compatible with their customers.
If you get in touch with Amazon employees, you will realize that they are always looking for a kind service. Even in social networks they show how they pack or treat the products so that they arrive safely at your home.
Amazon seeks to ensure that its packages, shipping times, and in general its service, is efficient and of excellent quality. While Amazon is in charge of being congruent with the image of its employees and showing them in the best way, they manage to capture the attention of consumers before they choose other digital shopping companies.
The loyalty
When you have a clientele that chooses you as their favorite, because you are punctual and responsible with them, you must reward them in a certain way.
These clients, thanks to your work, usually speak or recommend your product, in themselves, they function as brand promoters. Loyalty will always seek to be chosen, which in the long run will generate more and more profits.
Loyalty example
Being grateful may be the most important thing you do to strengthen business loyalty, but in other cases it is not enough, and you have to find a way to create a more consistent bond.
An example can be the thank you letters full of photos at the end of the year, which Facebook teaches its users. In a way, people do not notice it, but Facebook is making you remember it for it and more so if its users are large companies.
Valuation for the brand and its market grows on a grand scale with simple but ingenious details like these.
Being loyal is a very important bed within a great brand, especially for those juicy databases that will achieve higher monetary rates in the short and long term. If we demonstrate effective relationships with customers, they will think of you as a prospect when it comes to using again.
Recognition of competence
When we create a great brand, competition is inevitable, but not taking it into account is a fatal mistake. Based on this, you could improve your branding strategy to position yourself even better than them.
Some of the things you can ask yourself are Are they really better than your brand? Are your strategies better than ours? and based on these types of questions you can have a rain of alternatives to improve over time.
Example of recognition of competition in branding
Many companies take their competitors as challenges, they study them very cleverly to see what defects they have and how they can improve their own.
A clear example is Coca-Cola and Pepsi, who throughout history have fought fiercely to position themselves better than the other. It all started in 1975 when Pepsi created the "Pepsi Challenge", where it outperformed its contender in a blind test.
They were in charge of giving samples to consumers for free without telling them what brand it is. At the end of the flavors campaign, Pepsi achieved a strategy that gave them quite a high profile.
Not only is his war about marketing, it gets to the point of being personal, Pepsi went bankrupt in history many times. But over time what differentiated it from Coca-Cola is the association with many more brands, making product diversification larger the market.
Despite these two brands having a giant trade war, there is no doubt that whatever they do in a certain way helps them a lot as a marketing strategy.
An example where we can clearly see this is what happened during Halloween 2013, Pepsi took advantage of a commercial campaign and compared itself with its rival, creating an image where they had the phrase "We wish you a terrifying Halloween." Coca-Cola I took the opportunity and made the same image but with the phrase "Everyone wants to be a hero."
If you are interested in the digital world, visit the article Best Chrome extensions that cannot be missed. We know that not many use extensions and we want you to be able to fully squeeze your Google search engine.