As Jeff Bezos, CEO of Amazon, puts it:
"Branding is what people talk about you when you're not in the room."
Every aspect, expression and communication related to your brand is built using branding techniques.
The main objective of branding is to increase brand visibility, establish a strong presence in the market and promote a deep connection with the public. This includes defining the purpose of the brand, its personality, value, mission and the desired position in the market.
A very common example of branding is the slogan
"If it's Bayer, it's good".
This slogan is associated with the Bayer brand and communicates the idea that Bayer products are of high quality and reliable.
The Benefits of Branding for Your Company
1. Market Consolidation and Public Engagement:
Successful branding helps a brand secure a unique place in its customers' lives. For example, the "S" in Sadia immediately brings to mind the ham consumers want.
2. Consumer Association:
Build a strong connection between consumers and a specific product or service, as well as your brand. Consider, for example, the association between Danone and yogurt, or Gillette and razor blades - these brands often overshadow the products themselves.
3. Recognition and Added Value:
Branding reinforces the value of your product and differentiates it from competitors. Slogans such as "Choose Friboi, reliable meat" has a name demonstrate the added value associated with the brand.
4. Customer Loyalty:
When a company effectively manages its brand and adds value to it, it results in customer loyalty. Think of the rivalry between Apple's iOS and Samsung's Android between their respective user groups.
Efficient Branding Development
Managing a brand offers long-term benefits, allowing a company to adapt to a highly dynamic and ever-changing market. Here are some recommendations for building your brand effectively:
1. Create a Memorable Slogan:
Craft a catchy phrase that captures the essence of your brand, making it instantly recognizable.
2. Define Your Company's Mission, Vision and Values:
These elements provide a better understanding of your business's role in society.
3. Logo Design:
Your logo plays a significant role in defining your brand personality. It should encapsulate your business in a simple image.
4. Determine Marketing Channels:
Understand where your target audience is and adapt your marketing efforts accordingly. This can be achieved through empathy mapping and selecting strategic methods for your type of business.
The importance of branding for a company is immense, as this strategy is involved in building the value of a brand. It is crucial to strengthen touchpoints, strategically manage communication and provide a good customer experience. In addition, differentiation, well-planned marketing and value-added delivery are vital to stand out in the market.
Investing in branding is an effort that will undoubtedly bring returns for your company and take you to unimaginable heights. To achieve this, the company's positioning must remain consistent. Therefore, paying attention to this process is essential, and it is an investment that will pay off in the medium and long term. We can help you with that!
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