Branding today is essential for a brand to be able to compete and survive the continuous changes that markets and user behavior undergo. To do this, you must create a strong brand that helps you stand out from the rest and attract customers.
We live in a world in which there is a great deal of information. We receive thousands of impacts every day by different means. The development of digital marketing has exponentially multiplied sales opportunities just by opening the laptop or mobile browser. Therefore, brands seek to impact us through new and more channels.
Competition for the attention of potential customers is fiercer every day and creating sales opportunities is a maxim of all companies. The offer also begins to be more and more similar: the products are very similar in characteristics, quality and price, so it is difficult to convince consumers to try, buy and buy from us again.
However, despite this difficult scenario, some companies stand out from the rest and inspire us with confidence. This confidence makes us choose them over others at the time of purchase. This loyalty means that we do not look at the price, and even the quality, to finish our conversion.
Why does this happen? Because there are subjective and perception factors that are more defining when making a purchase decision than the merely rational ones.
Can these subjective factors be influenced? Yes, brands have been doing it for years with marketing techniques that fall within the term: branding.
Where does the term “branding” come from?
The first traces of brand use to differentiate a product date back to approximately 350 BC and come from the term “brandr” which means “to mark with fire” in an old Nordic dialect.
Many years later, in the year 1500 AD, ranchers were already using their mark on their cattle to determine their ownership. They were simple and easily identifiable signs marked with fire on the skin of animals.
Today, we continue this practice by marking our products to differentiate them from the rest. We use more complex techniques loaded with significance. However, the goal remains the same: stand out from the media noise and differentiate ourselves from our competition.
Although it may seem the same, brand and branding represent different concepts, and being clear about what differentiates them can help you improve. Let’s see what they mean.
What is a trademark?
The brand, explained in the simplest way, is all the perceptions that the public has of your company. What they think of her. It is a perception caused by a careful structure of emotions that are intrinsically related to the values of each individual.
What is branding?
Branding is the set of actions that lead to creating that structure in the mind of our public.
When done well, branding leaves an indelible mark executed by a mixture of design, language, and experience directed towards a specific objective.
Whatever the size of your company, it is essential to know that your branding can work. Within its possibilities, every company must proactively implement plans to improve influence over its consumers and achieve higher levels of success in the company.
Ideally, this branding begins at the same time as the activity of the company. Since it is much more difficult to modify a bad opinion of the consumers than to build a good opinion. We will achieve this with concerted actions from the beginning, following a clear strategy.
Why does your company need branding?
Mark or be marked. If you do not define the attributes of your brand, the market will do it for you and it may be that the opinion of competitors, which will not be what you want, is the one that ultimately remains in the mind of the consumer. This is the main reason to create a clear branding strategy in your business, but there are a few more. Take note!
► Branding helps you stand out from your competition
When you go to a store to buy new sneakers or are in an eCommerce, your brain is faced with a multitude of decisions before choosing the model that you will definitely buy. But, what does the idea of buying a Nike always go through your head?
Branding increases the value of what you sell
If you think about it rationally, there is no reason to pay more for a product that is exactly the same as another. But the reality is that we do it constantly.
This is the result of brand branding campaigns. The creation of values associated with brands manages to raise the price of products by changing the perception of a basic product to a plus (although the composition of the product does not have that plus). It is a psychological added value created thanks to advertising campaigns.
Branding creates emotional ties with your consumers
Storytelling allows you to tell stories to interact with your consumers from an emotional perspective. Branding has long realized that rational messages convinced but did not attract. And that the value that a positive thinking has towards the brand is much greater than any reason.
The same thing happens with the people you love, it is difficult to explain or quantify it. They are feelings that are created with life in common. It’s the same with brands. As you accumulate more experiences with brands, they begin to be part of your own history. That brands have a story to tell you helps you understand and love them.
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