I come with a new article, and this time I am going to talk to you about corporate branding.
And you will think, what does corporate branding consist of?
Well, branding today is an essential element for all companies, and that your brand is strengthened and triumphs wherever it is and goes. This allows you to create a solid brand that can differentiate yourself from other competitors.
But everything took a creative process so that companies, through their brands, leave their mark on their followers and consumers. It is a work of analysis and creativity that ends with a whole strategy designed for who we want to see and know us.
Branding: All the management actions of a brand that will make it recognized and desired by consumers.
But it is not only this, and to go into more detail, let’s know what branding is, what it consists of, how the creative process is carried out, and the strategy to make it effective.
With that said, let’s go!
WHAT IS BRANDING?
When we talk about branding, we talk about everything that surrounds a brand.
They are the elements that make the consumer recognize the values of the company and the way they want to be identified. But to achieve these elements, long-term planning is required so that people perceive everything that the brand wants to show.
A whole series of strategies that will make the brand grow significantly.
What it must be clear that the branding does not sell company products, what sells is the experience of having that mark, a feeling, a sensation.
Examples of brands that manage to sell unique experiences with powerful branding can come to mind, such as Starbucks, Nike, Samsung, etc. … always thinking about their values, their image and how it is perceived, their characteristics, managing to differentiate themselves from the competition and make it unique.
Therefore, branding is not only a logo or an image, it is everything that surrounds the company, the elements that define it, and impact the consumer’s mind.
Get people to think of your brand when they need to buy a certain product.
DIFFERENCE BETWEEN BRANDING AND BRAND
We can define and differentiate them like this:
BRANDING: Set of actions that, by mixing creativity, design, communication, and experience focused on a specific audience, manages to leave an indelible mark on the consumer’s mind.
BRAND: These are the thoughts you have about the company individually. In this case, the perceptions and emotions that that person has about the experiences they have had with them.
WHY IS A BRANDING STRATEGY NECESSARY?
When you mark a strategy, it is because with it you intend to achieve both short, medium, and long-term objectives.
In the case of branding, it is exactly the same, it is necessary to carry out the process of creating the business or, on the contrary, what you want is to give a new corporate image to your company.
Whatever the reason, the importance of making a branding strategy will make you achieve the purpose that you have proposed when implementing it.
Therefore, a branding strategy begins the moment you decide to build the brand, and to create it, you have to take into account a series of steps that I will detail later.
But to define it even more clearly, a branding strategy will allow you to:
WHAT IS A BRAND MANUAL?
When we do branding, and understanding that everything is focused on the values that the company wants to include, it is worth taking into account its vision and mission.
The mission of a company is what defines it, what it does, and the vision is what the company wants to be in the future, thinking in the long term.
Therefore, having these two concepts clear, the branding strategy begins to be built between them. All the actions that are going to be compiled, together with the philosophy that the company has, is what we will put together in the document called “Brand Manual”.
This manual should contain:
- The objectives to be achieved.
- Your differentiation.
- Your relationship with clients (formal or informal communication …)
- Creative ideas.
It is a document that we create in the first instance, but as time and company progress, it must be updated to verify that it follows the same line of the marked branding strategy.
HOW TO MAKE A STEP-BY-STEP BRANDING STRATEGY
If you want to conquer your audience, you must do it with your head, but above all by following a corporate branding strategy that manages to conquer and attract them.
For that, we are going to see how to do it step by step and achieve the proposed objective.
ANALYZE THE SITUATION
It is important to know yourself, but more important is to know your environment and your competitors.
Therefore, with a good analysis of the sector, you will know how to stand out in the market, knowing how to differentiate your characteristics with a SWOT, which will give you data on:
D: The current weaknesses of your company and what you should improve.
A: External threats that can harm you and that with a good strategy have to be avoided.
F: Strengths, what makes you strong, different from the rest, and for what you can differentiate yourself and gain market share.
Or: The opportunities that exist in the sector and that you should take advantage of.
There are factors that we can control like the internal ones, but the external ones, not depending on you, you have to try to take advantage of the situation and obtain positive elements from the negative part.
CREATE THE BRAND IDENTITY
What is the brand identity? Do you know what this concept consists of?
To fully understand the steps to be taken at this point, we define the brand identity as:
The brand identity is how people recognize it through your logo, your naming, or visual elements that define it.
But to build this identity it is necessary to be clear:
- Who you are? Define your being, your value proposition.
- Who are you talking to? Direct your message to your client, the buyer persona you want to address.
- What are your goals? Specify the objectives for which you do the strategy, in the way you do it and the result you want to achieve.
- What are your values? Finally, transmit the values of your brand, because you will be able to create emotions in your customers, empathizing with them, and giving them added value with respect to your competition.
CREATE VISUAL IDENTITY
When you have all the clear points of the identity that your brand will represent, it is time to capture it visually, where everything is reflected in the images and what will impact the minds of your customers.
All these elements are what will make people recognize your brand wherever they see it and the values it represents.
It may be that the name you choose clearly defines what your company does, as, for example, here in Valencia there are two very powerful supermarkets.
On the contrary, it may be that in the first instance it is not associated with anything until you begin to be known and therefore you are already defined, such as Google, Yahoo, Adidas …
Think that it is best to be easy to remember and if it is with a short and direct word that makes the consumer stick with it quickly, much better.
There can be many variants here because it can be text only, image only, or a combination of both. It has to make sense, representing the values of the brand, the visual objectives set, and our value proposition.
It should be the best visual representation of your company, leaving a mark, and attracting attention.
These are the ones that will represent you and define your style. They will generate sensations in whoever sees it. By making a good choice of the color palette, concepts such as your mission, the vision, and the values of the brand will be represented.
As you can see, my website used a type of red, a type of black, a type of gray, and a white. They are colors that define me, mark my style, and show who I am, how I am, and what I represent.
These will transmit unique emotions with which to feel identified.
Choose the typeface that best suits your style, your way of communicating things and that is legible and easy for the user to recognize.
The user does not want to read with difficulty, he wants the presentation and what is shown to be facilitated, so that seen at any time, it can be easily recognizable.
Your website is a key element in your identity. She has to collect all of the above.
The website must convey the values of the brand since it is its image in the digital world and therefore it has to adapt to the objectives that have been set following a logical structure.
If you have doubts about the essential elements that a website should compose, in this article you can find out.
CARRY OUT BRAND STRATEGIES
Once the previous steps have been carried out and having your image and identity established, it is time to put it to work with a series of actions and strategies that allow it to be positioned.
Corporate branding should be considered a key target in the business plan, especially if the brand is not known and must be given visibility.
All these actions that you carry out must be in line with the image that you want to show to your future clients, through the different communication channels, adapting it to each digital environment to achieve success in each campaign you carry out.
That is why, to achieve our goal, we must apply strategies such as these:
One of the main elements to be visible and recognizable is your website. A brand that does not currently have it, for Google and your customers, you may be non-existent.
You just have to think about how many times you have gone to the search engine to find a company through its website, extract information, or simply know it. If you create and design a powerful website that shows the philosophy and values of the company, with a good job of SEO positioning, visibility will be greater.
To design it you can use builders like DIVI, with which to make incredible sites with exceptional quality.
Therefore, it is one of the brand strategies that can give the greatest boost to your image and identity.
Go both as a sponsor, collaborator, or simply as a company, to events where you can show your brand.
These are key moments for your image to increase its visibility, position itself as a benchmark in the sector in which you work, and in this way the value of the brand increases thanks to its presence and interest in existing collaborations and sponsorships.
Social networks take on more relevance thanks to the digital transformation that is taking place in companies.
Although there are still entrepreneurs who do not see in social networks, an effective communication channel for their sales, they are, but everything requires strategy and long-term planning.
Thanks to social media, you can enhance your branding strategy using networks such as Instagram or Facebook, which are ideal for this. Also, the use of your advertising with campaigns focused on branding, the results invisibility, and brand positioning, are greater.
To reinforce your brand image, what better way to do it than by telling it. Make your brand count through stories, the way it sees and does things.
Be different even by telling your story. You will show empathy and people will be related and involved with the brand, simply and easily get inside.
Email continues to be a powerful weapon to make your content known and relevant.
Here, when you start the branding strategy, you have to take into account the buyer persona that you have defined because it is to him that the bulk emails you make in each campaign will go.
The design also influences, because, in a very short space, you must be creative reflecting your corporate colors, your image, your identity, and your values.
It depends on each person, the choice of needs, and what the platform can offer you.
Impact each user with striking and suggestive emails.
The branding strategies should not only focus on digital, the offline part must be essential to reach that customer with less contact with the online world.
You can carry out all kinds of communications such as press releases, television or radio advertisements, newspaper advertising, etc.
They are complements to the digital part to position our brand and gain relevance since our image, identity, and logo will be named at all times.
A branding strategy allows you to position your brand successfully thanks to a good image and a better identity that supports it.
As you have seen, it is not worth just creating a logo, and being clear about the corporate colors that will define your company, but there is much more behind it, and it is better to do it step by step.
And now tell me:
What do you think of corporate branding? Do you think that with a good strategy you will be able to position your brand with its own identity to be a benchmark?
I hope you liked the article, and do not leave without leaving me your opinion in the form of a star. Thank you very much!