Branding – how to build a strong brand and gain recognition?
The success of a brand consists of many factors. One of the most important of them is proper branding, which allows to increase brand recognition in the market and thus contribute to increased sales. If a brand does not have a strong enough identity, it is currently very difficult to achieve sales success. But how to build this identity and gain recognition?
Not only the logo
Branding is most often defined as building brand awareness among its potential customers. It is, therefore, a series of actions aimed at distinguishing our brand from competitors and creating associations around it that will remain in consumers’ consciousness. Therefore, it is not only about the customer being able to recognize our brand, but also about the fact that it evokes specific feelings in him.
Often, when we think of branding, our first association is the logo and the entire visual identity of the brand. This is of course a very important part of branding, but not the only one. If we want to create a good branding, we should start with developing a brand strategy, which consists mainly of a vision and mission of the brand and the values that it follows. The other elements of branding are, among others:
– brand name,
– strategy and method of communication,
– advertising slogans,
– ways of promotion and advertising and current activities undertaken by the brand.
All these elements build the brand identity and influence the way it is perceived by consumers.
What is good branding?
At the beginning it is worth realizing that it is not important how we perceive our own brand, but how the customers do it. However, proper branding can help us create a brand as we want it to be in the eyes of consumers. Thanks to this, at least to some extent, we are able to control the associations associated with it. So what is good branding?
If to speak, it is to speak well
First of all, the brand should evoke positive feelings and inspire trust. It is therefore particularly important to take care of proper communication with the customer and build a good relationship with him through, for example, active participation in social media and responding to comments and messages from Internet users.
Nothing damages brand reputation more than an inconsistent image. If we act against the values that we theoretically profess, then in the eyes of consumers we present ourselves as a brand that is insincere and untrustworthy. When building a brand identity, we should therefore carefully consider our strategy and how we want to be perceived, and then consistently strive to maintain this image. It is worth remembering to always direct your message to a specific target group and respond to its real needs.
In order to be remembered, a brand should stand out from the competition by offering consumers something they would hardly get elsewhere. This uniqueness does not necessarily have to be related to the product, but also to the way of communication or visual identity.
Why is it worth investing in branding?
Branding is a long and complex process that never really ends. The brand should constantly strive to occupy an important place in the minds of customers and not be forgotten. Although the process itself may seem tedious, it is certainly very profitable.
Thanks to branding, consumers can get to know the brand and what it stands for. This in turn allows you to gain the trust and sympathy of customers, and thus give them other reasons to buy than just the characteristics of the goods offered. There is a good chance that a customer, having a choice between two identical products, will choose the one belonging to the brand that he associates well with rather than the one he does not know. At the same time, good branding allows consumers to become attached to a brand, making them loyal to it and constantly return to it in subsequent transactions.
Building brand awareness among consumers first of all makes the brand more recognizable – not only among the target group, but also outside it. This means that even if the customer does not need your product at the moment, when he wants to reach for it in the future, your brand will be the first that comes to his mind.
All this makes it not worth giving up on branding. Although it is quite a time-consuming process, it can bring real results in the form of increased sales and higher profits for your company.
If you need help in building a strong and recognizable brand, contact us.