What are the 5 most important elements of business brand and why you shouldn’t just focus on number 4? I believe that building a strong brand is one of the biggest levers you can use in your business. A strong brand is a great seller, magnet, defender. It is a powerful resource whose social and financial benefits flow for a long time. It’s building heritage, not just fast cash. In my opinion, the brand is the emotions that your clients experience when they come in contact with your company and everything that evokes these emotions. From mission, through communication and external appearance, to promotion and customer service. Each of these elements can strengthen or weaken your brand.
5 branding definitions
Branding: The process involved in creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.
Branding: A brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.
– American Marketing Association
Branding: brand is a set of associations that a person (or group of people) makes with a company, product, service, individual or organisation.
Branding is a set of marketing and communication methods that help to distinguish a company or products from competitors, aiming to create a lasting impression in the minds of customers. The key components that form a brand’s toolbox include a brand’s identity, brand communication (such as by logos and trademarks), brand awareness, brand loyalty, and various branding strategies.
Branding: brand is the set of perceptions people have about your company. It is a carefully curated emotional expression of your value that lives in people’s hearts and minds. Branding is the set of actions you take to cultivate your brand. When done right, branding becomes a beautiful symphony of design, language and experience, all combining to cultivate a very specific feeling.
You can view my video on business branding below
How to build a brand?
What would you need to build a strong, beautiful, sustainable brand for your business?
Brand core – what is your company at the core?
Why did you open this company, why is it on the market? How will this change the world for the better? What is your brand code and values. What is your company and what is not? Think of a company as a living being, as an extension of the life mission and vision of its founders. You must start from the core so that the brand has a solid foundation.
Brand personality – think of it as a living person
Like every person (personal brand), your company has its character, traits and habits. Think about your friend, your favourite friend, or about the person who impresses you. A well-built business brand evokes similar emotions. To do it right, you need to think what language your brand communicates with, what archetype it has, what kind of “human” it is.
Brand positioning – who are you helping and where?
There is no company, person or brand that everyone likes. Even chocolate has its haters;) So the better you get to know your ideal customers, what language they communicate, what they like, where they stay, what are their problems and dreams, the easier it will be to attract them to themselves.
Brand image – logo, key visuals, colours, typeface, templates, sounds
The graphic design of the brand should be consistent with the previous elements, ie the core, personality and positioning. On this basis, a coherent, strong, beautiful sign, symbol, logo is created. Then, based on the logo and created on this occasion brandbook you create a coherent color palette, fonts and templates for creating more graphic forms. Also how the brand sounds is very important, what lecturers you choose, what music will accompany the brand, what will be its jingle. All these elements will be emotional anchors for your clients, in this way you will reach their hearts and stay there (hopefully) for a long time.
Brand voice – content, value, marketing, public relations and media
What will you create for your clients? What value do you give them to solve their problems or help them achieve their dreams? What communication channels will you use? How will you promote and what value you will give to other channels such as the media, the press, influencers? If you have a good product or service, listen to what your customers have to say, then you can leverage your communication range. A solid promotion plan by giving value and clever marketing will help you build a large group of loyal fans. Organic, systematic growth will be much healthier for your brand than viral spikes in popularity.
Why should you care?
Creating a strong, beautiful brand gives huge benefits for your business. If the customer once associates you with the solution of your problems and you carefully build your brand, you will gain a loyal, returning customer. If you build your brand properly, you will attract the perfect people to yourself. If you build your brand properly, he will easily save all your efforts, all the time, commitment and energy that you put into building a company, in order to then “indulge” with each even the smallest contact with your brand.
You are AWESOME!
I believe in YOU!