Brand Creation Process: The success of your business depends largely on the attractive power of the brand. Sales are essential, but they will not come without an adequate marketing branding strategy. Let’s start by defining this concept.
Branding is nothing more than the process of creating a brand. Of course, all branding strategies consist of a process, the implementation of which will determine its success. Among these strategies, the name of the brand and the symbol or logo that represents it constitute the customer’s first impression of the brand. A good branding strategy will ensure that the brand transmits an attractive image to the user, inspiring professionalism and reliability, and achieving a high reputation.
During the process of creating a brand, we must pursue a brand image that is easy to identify and remember. This differentiation and memory are essential points of branding in the current context, marked by strong competition between the large numbers of existing companies. Given this commercial and media saturation, in which the majority of brands offer the same product or service, the added value of branding makes the difference, and the possibility of success for your business.
This differential value has the mission of establishing emotional ties and a relationship with the user, achieving customer loyalty and their decision to pay a certain price for the brand.
LOVEMARKS Concept
The great publicist Kevin Roberts goes one step further in branding and the process of creating a brand. Studying the importance of this loyalty on the part of users and how to achieve it, Roberts provides the Lovemark concept. As the author of the book Lovemarks: The Future Beyond Brands states, “for great brands to survive, they need to create loyalty beyond reason. That is the only way they will be able to differentiate themselves from the millions of dull brands with no future.” Thus, we can define a lovemark as that brand that attracts and falls in love with the consumer.
Therefore, the benefits of branding lie in the differentiation of a brand and its products thanks to the added value, which translates into the reputation of the business and the loyalty of its consumers.
Brand Creation Process
As we have seen, a good branding strategy is vital for the success of a business. It requires making a series of very important decisions, which will mark the different steps of the process of creating a brand.
Naming
When we talk about branding and the process of creating a brand, the first thing we must do is decide on the name of the business. To do this, we must be clear about the main concept behind our brand, what it wants to communicate.
The naming or brand name has a creative component, which will give the company originality and help the brand differentiate itself from its competitors. Now, an original name is not everything. Although creativity is vital for naming, we have to take into account the product or service behind the brand, and the target audience it is aimed at.
Depending on the market in which our brand operates, we must follow one naming strategy or another. While in certain sectors, opting for an abstract or suggestive naming, in which originality prevails, can be a key factor when it comes to differentiating our brand and providing it with added value. However, in markets such as hospitality, cleaning or electricity, descriptive brands stand out. These names prioritize easy recognition of the brand and its positioning in the market, restricting its creativity.
Whatever the market your brand is aimed at, we provide you with a series of tips and factors that you should take into account when choosing the naming of your business.
- Originality
- Brevity
- Ease of reading and writing
- Sound impact
- Ease of remembering
- Possibility of using acronyms
- Timelessness and durability
- Adaptability
- Internationality and globalization
Corporate Identity
Once the naming of the brand has been defined, we begin with the corporate identity.
The corporate identity of the brand encompasses the values that make up the company’s philosophy. At this point, a good branding strategy must reflect this identity on a visual level. That is, to transmit these values, the corporate identity of a business is reflected in its visual identity.
The fundamental point of the brand’s visual identity is the logo. The first thing is to keep in mind that the logo will represent your brand in the market. It will shape the naming of your company. It will be your showcase. Therefore, its image is essential.
When creating a logo, we must take into account different factors. The color of the logo will be the corporate color of the brand. The choice of this goes beyond a question of aesthetics or preference for one color or another. As we tell you in our article on the psychology of color, “we must keep in mind that in all cultures there are connotations associated with colors, which make us interpret them linked to one meaning or another.” Thus, “the color of our brand will influence the message we send to the consumer.
If you decide not to use just a symbol, but a logo (logo + typography), you must choose the style of this typography. Many brands, in addition to being represented by a logo, also work with a solo icon.
This entire visual identity must be reflected not only in the brand logo, but in all of its material. Today, the digital identity of the brand becomes especially important. In the current context, in which users know companies in the online environment, thanks to their website and social networks, capturing the visual identity in these media is essential to transmit the brand’s corporate identity.
Digital Branding Strategy
We already have the corporate identity of the brand and its visual identity. The time has come to develop a digital branding strategy.
When forming the digital identity of the brand, we must create an “online showcase “: the website and social media profiles
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