Branding is defined as managing the image of a brand. This management takes place through actions and strategies that include factors such as: purpose, visual identity, communication and design. These elements are able to shape the perception that consumers have about the brand and the feeling that it generates. Branding isn’t just about business either, hence the guide focuses on branding for beginners – so you can start building your brand as an individual too!
Want to know how to develop your business branding? Check out my tips:
1. HAVE A PURPOSE
It is common for entrepreneurs to focus a good part of their energy thinking about what they are going to sell and how, but they end up forgetting a basic element: the purpose – the reason for a brand to exist.
But why is this so important?
We are living in the era of purpose. We look for a reason for everything we do, whether at work, in personal life or in relationships. It also affected the way people consume and relate to brands. More and more consumers seek to ally themselves with companies that are aligned with their values and that produce something positive for them and for the world.
To be able to create a brand of value, it is necessary to unite what you do good and what is relevant to society. This will also serve as the basis for all your company’s actions: from product development, to the way of communicating and selling.
2. KNOW YOUR PUBLIC
After defining your purpose, you need to know who it will be relevant to.
Knowing your target audience well is essential to create a successful brand. In addition to the traditional market segmentations, which include factors such as age group, sex, income and region, it is necessary to understand in depth the real desires and needs of its consumers.
How to do this? Communicating! Talk to your potential customers, ask for feedback on your products or do market research. Observation work is also worthwhile: what they are talking about, what they are consuming, what are their main problems and complaints.
It is not a simple and easy process, but in this way you will be able to produce something that has real value for your audience, generating a greater connection between the brand and the consumer.
3. BE AUTHENTIC
We are all inspired by something or someone. It is normal – and even expected – to have as inspiration people or brands that have already consolidated themselves in their areas of operation and are considered successful references.
But care must be taken that inspiration does not become a copy. It may even seem tempting to try to imitate the actions of those who have already arrived, as if they were an ideal formula for success, but don’t fall for it!
So that you can conquer your place in the sun, be original and explore what is unique about your company. After all, authenticity is one of the greatest assets that a brand can have! This will be your weapon to differentiate yourself in the market, build a strong brand and create your own legion of loyal customers.
4. CREATE A VISUAL IDENTITY
Visual identity is the representation of a brand through graphic elements. It is a fundamental factor in branding management, because when well built, it generates differentiation and recognition in the market.
A good visual identity needs to be able to convey the personality, values and purposes of the brand.
Check out the basic elements to build your business identity:
- Logo: it is the central element of the visual identity, it is the “face” of your brand. It needs to be authentic and adaptable.
- Typography: fonts are fundamental for the composition of a visual identity. Whether your brand is modern, traditional or delicate, choose the fonts that best fit your style.
- Colours: colours are capable of transmitting sensations and feelings. Blue, for example, represents serenity and patience, while yellow brings joy and awakens creativity. Think about the sensations you want to convey in your brand and choose the colours that represent them.
- Images: just like colours, images also convey sensations and feelings. They are able to transport consumers to the universe of the brand, so it is important that all the images that you put on your website or post on your social networks are well thought out and consistent with what you want to convey.
- Extra elements: there are other elements that can be part of your visual identity, such as geometric shapes, textures and prints.
5. CREATE RELEVANT CONTENT
According to the Digital in 2018 report on the Hootsuite platform , around 4 billion people worldwide already have access to the internet. Of these, more than 3 billion are active on social networks.
With this panorama that only tends to grow, there is no doubt that having a digital presence has already become a mandatory requirement for brands that want to survive in this era.
But it is not enough to just create a website and a profile on social networks and update them sporadically. For your brand to attract and retain a portion of that audience, it is necessary to invest in creating content.
Good content is based on four factors: inspiring, teaching, informing and entertaining. These factors, added to the main desires and needs of its consumers, are the ideal formula for creating relevant and attractive content.
That way, you’ll be able to win an audience and create a genuine connection with them.
6. INVEST IN THE BRAND EXPERIENCE
All interactions between consumer and brand generate impressions, which can be both positive and negative.
To ensure that these impressions are positive, you need to invest in the brand experience. Much more than just focusing on the sales process, it is necessary to think about the process as a whole: from the first contact of a potential customer, to the eventual acquisition of a product or service.
Each action of your company must be thought to generate positive experiences. Everything is important: be it the service, the purchase process, the way the product is delivered and even the post-purchase service.
This will be decisive for your brand to be able to retain its consumers and guarantee a good engagement.
Let’s think about the universe: for it to function properly, all elements need to be in balance and functioning in harmony.
The same goes for brand management. For it to be successful, it is necessary that all the elements that make up the branding are well aligned and that make sense in a general context.
All of these steps, combined with a consistent strategy, facilitate the construction of a strong and recognised brand in the market, which attracts and retains engaged consumers.