7 brilliant branding concepts to implement in your marketing.
Published on 13 April, 2023 | Author: Digitalzone
Did you know that the term “brand” has a history spanning over six centuries? Originally, the word “brand” signified “a method of denoting ownership or quality of property,” where livestock and other items were marked using a heated iron. Fast forward 600 years, and the concept of a “brand” now pertains to how we remember a particular company – as if the company were a person with distinct characteristics.
In today’s world, our lives are greatly influenced by brands. If you’re a business owner or marketer, wouldn’t you want your brand to be one that potential customers recall and trust?
In this blog, we’ll guide you through the process of building a brand that captures your target audience’s attention and stays top-of-mind, using 7 branding concepts. By implementing these concepts, you can establish a brand that speaks to its audience and drives growth.
Here are seven crucial concepts to incorporate into your marketing strategy:
The need to create a brand arises from the overwhelming number of choices customers face when purchasing any product. How can you stand out and cultivate a loyal customer base? To encourage potential customers to choose your company over competitors, you must develop a compelling brand.
A brand transcends striking visuals and witty phrases. It is a promise, a living entity with distinct qualities, a memorable name, and more.
The brand promise is the essence of your brand; it represents your brand’s life and soul. What is your brand committing to your customers? Every successful brand establishes a promise. Your brand name, tagline, and logo design should all align with this promise. Moreover, ensure that your promise is unambiguous.
“Our mission: To bring inspiration and innovation to every athlete in the world. – Nike
We will further explore the role of the brand promise in three additional concepts: Brand Name, Tagline, and Brand Image.
Selecting the right brand name is crucial, as it’s how most consumers will remember your brand. Aim for a name that is clear, catchy and succinct. A lengthy name may be easily forgotten, so it’s best to keep it simple. Think of brands like Nike, Apple, Microsoft, IBM, Google, LinkedIn, and Twitter – they’re all short and memorable.
- Once the brand name becomes well-known, it’s easier to introduce new products under its umbrella (e.g., any phone from Samsung or Apple is recognized by the brand name first).
- A concise, memorable name aids in improving brand recall (also known as “top of mind” market share).
The tagline is a vital component of your brand. A concise tagline consisting of 3-5 words should encapsulate your brand promise and resonate with your target market. It serves as a “hook” for your brand, making it memorable. It’s no surprise that companies like McDonald’s have been known to invest a significant amount of money in creating the perfect tagline.
A well-crafted tagline can lead to customers associating it with your company name. In just a few words, it conveys the essence of your business to your audience.
The brand image encompasses all the visual elements of branding, such as colors, fonts, font sizes, and other design elements. Maintaining consistency in these aspects gives your brand a cohesive look and feel. Familiarity appeals to consumers, fostering trust and positively influencing their perception of your brand.
According to Forbes, color alone can enhance brand recognition by up to 80%. When designing any marketing materials, whether printed or digital, adhere to consistent branding elements. Develop brand guidelines to ensure that all marketing collateral follows the same design principles.
The brand logo is another fundamental aspect of brand building. It allows your brand’s appeal to extend beyond mere words. For instance, 94% of the global population recognizes the Coca-Cola logo. Your brand logo should align with your brand promise and be easily memorable. A well-designed logo has the power to draw people in. Interestingly, people form opinions about your company within just 10 seconds of seeing your logo.
Grounded in your brand promise, you need to establish your brand’s position within the market. Brand positioning requires ingenuity and creativity. In today’s competitive landscape, most markets have some level of rivalry. As such, it’s essential to consider your company’s brand positioning, differentiating your offering from that of your competitors.
Brand perception refers to the impression your brand creates in the minds of potential and existing customers. How do they view your brand?
It’s not uncommon for product creators to perceive their brand from one perspective while consumers view it from another. As marketers, it’s crucial to understand how your customers think about your brand.
- A positive brand perception fosters trust, and trust, in turn, drives business growth.
- Understanding how customers perceive your brand helps in attracting new customers and tailoring your marketing efforts accordingly.
Branding is a vital aspect of marketing that can make or break your business. Implementing these seven branding concepts can help you create a strong brand perception that resonates with your target audience, establishes credibility, and drives growth. From developing a brand promise to designing a memorable brand logo, each element of branding requires careful consideration and creativity. By consistently aligning these elements with your business goals, you can build a brand that stands out from the competition and connects with your customers.