If I tell you to think of a brand of soft drinks, what is the first that comes to mind? It’s probably the same as what I thought.
Yes, the brand in which red predominates and we find it anywhere in the world we go.
Building a brand that is so powerful as to position a company in the mind of the consumer is not a task that is done overnight. This long-term process is known as branding.
Andy Stalman, one of the most recognized branding professionals in Spain and Latin America, says that “Branding has to do with who we are and what people think about us; branding is everything
Some of the most important factors that make up the Branding of a company are naming, corporate identity, positioning, brand loyalty. Many more microfactors that compose it emerge from these, such as the tone of voice of a brand, the colors that identify it, its logo, typography, values, mission, vision, its organizational culture.
Namely, all the elements of a brand that reflect and project the value proposition to its public. This is why branding is what makes a company unique.
If you are not very clear about how to create a successful Branding strategy, I will tell you below what are the main elements that you must be clear about to define your brand.
Define your purpose:
- Value proposal
- Mission
- View
- Values
Establish the attributes of your corporate identity
- Define the personality of your business
- Be clear about your target audience
- What will be the main characteristics of the organizational culture? That is, what will be the means of communication, its work dynamics, organization chart, and other aspects that will be a true reflection of how your company is defined
- Define those characteristics that will make the brand unique and differentiate it from the competition.
Create an image that the user remembers
- Visual identity (logo, colors, typography)
- Communication style and tone of voice
- Define the image you want your company to project
- In what communication channels will it be present.
Be clear about how you want your audience to perceive and remember you
- To position yourself in the mind of the consumer, you must know how you want to do it.
- Do you want to show yourself as a serious, formal or fun and cheerful brand? Do you want to be remembered for your competitive prices or for the social status that purchasing your product or service grants?
- Define what emotions and sensations you want to generate in the public
- Work on retaining and generating loyalty in your customers: they will be your best allies.
As you can see, Branding is much more than a logo or the colors of a brand. It takes an important job to work in the essence of your brandbut in the future it will be worth it, not only to be present in the top of mind of your audience, but to create lasting ties with your target audience.