Branding is not a logo, it is the identity of the brand. It is a fundamental part of being able to correctly establish different aspects such as: the tone of communication, positioning or strategies .
Many of us have surely heard about “branding” at some point , but not ghana whatsapp number data 5 million many of us really know what it is, what it consists of, and the different types of branding that exist.
That is why in this article I will tell you about the importance of good “branding” , which has been so misinterpreted in recent times, with the thought that it only consists of a logo, presence of the brand in different points of sale or advertisements… Branding is much more than just that.
Before we start, let's clear up some doubts: What is BRANDING?
Branding is like the “backbone” of your brand, since through this process the basic pillars of the brand are established, such as vision, mission, personality, value proposition, corporate colors, visual identifiers (logo, isotype, isologo), target audience, positioning... In short, the IDENTITY of the brand is created.
After creating an identity, we will know who we are, where we want to go, and how we want to get there. And without establishing all these points first, we can get lost along the way.
This helps us to have a clearer vision of how we will do things and will be essential for the creation of new strategies. In addition, the tone of communication that you will use during the life of your brand will be aligned with its identity. But this does not mean that it cannot change over time, since the identity of the brand can also evolve.
All this set of strategic and well-executed actions through the branding process will help us build a solid image of the brand in the market. It will also help us influence the consumer's mind, since branding also focuses on two major objectives:
Positioning ourselves in the market: through all the strategic actions we carry out, we will position ourselves in a specific way in the market.
Example: a gym with a wide variety of machines and standard prices. This is how we position ourselves or how we will be recognized compared to other gyms that exist in the current market.
Positioning ourselves in the consumer's mind : strategic actions such as choosing prices, points of sale, visual image, channels where we advertise and tone of communication are factors that will influence how our public perceives us. The ideal is to position ourselves in the "TOP OF MIND", so that when they have to choose or recommend someone, we are the first to be named or remembered.
Example: when a person wants to recommend or choose a gym to join, we must ensure that our gym is the first one they think of.
Furthermore, when the public hears our brand, the ideal and correct thing would be for them to associate us with the same position that we occupy in the market: gyms with a wide variety of machines and standard prices.
branding, consumer mind
But we have to keep in mind that branding, despite the process it follows, continues to be the same: creating a brand identity. However, it does not always aim at the same thing, since there are different types of branding:
Brand or corporate branding: focused on the development of the identity of a specific brand or company.
Personal branding: focused on a person and the development of their “personal brand”, generally used by influential professionals in a sector, athletes or influencers, but can be used for any of us.
Employer branding: focuses on the image that a company has in front of its employees and seeks to provide the best image, benefits and attract the best talent; such as Google.
Re-branding: process in which you redesign or update the previously created branding due to changes in the market, brand evolution, etc.
Now, having a little more clarity on these concepts, let's see what their true importance is.
