Tell us a brand of soda! Don’t think about it too much, the first answer is the one that counts. Did you think of Coca-Cola? Well, this is the best example of what branding is!
? Branding is a set of strategies that position your brand in the consumer’s mind ( top of mind). ? Although it is also about creating links of trust and closeness so that customers prefer you over your competition ( top of the heart) ❤️
Do you want to know more about what branding is and how to apply it in your own business?
We already told you about the top of mind and the top of heart, but knowing what branding goes much further.
And it is that no one managed to retain consumers overnight!
✅ The most recognized brands have planned, executed, and evaluated complete brand management strategies to achieve it.
Although many believe that it is simply about creating an attractive logo and positioning a catchy slogan, there are other elements of branding :
Nothing is random! Here is an example.
What happens if you hear: “ para pa pa paaaa ” and then “I’m lovin’ it” appears?
85% of people recognize that it is McDonald’s. Now, what happens if you see their logo? Already many will have cravings for a hamburger and fries. ?
To achieve this feeling, McDonald’s creatives use color psychology.
Yellow and red activate our senses since they are colors that excite us and make us alert. Also, since they are related to fire, we instinctively associate them with food.
You see! Nothing is by chance… Watch the video and learn about different applications of branding.
The McDonald’s example is just a demonstration of why it is necessary to learn what branding is and how it works. But here the big question is knowing what the advantages of branding are.
We tell you what branding is for! Statistics are from HubSpot.
80% of people would download an app from a brand they know and trust. This is very useful if you want to sell online!
54% of consumers want to see more videos of the brand they are interested in. This can be the success of a social media strategy!
Do you want your company to grow sustainably in the market?
49% of companies want to increase customer acquisition, and a good way to achieve profitable business is through branding.
People buy more when they feel like it’s a friend talking to them, not a brand trying to sell to them. Did you know that internet ad blocking is 27%?
This implies large losses of money in advertising. The power of the ideas you convey with branding can generate more impact! ?
To create a branding strategy you have to start from the construction of a brand.
? But first, what is a brand? In addition to being the graphic representation of an idea, it is the set of thoughts and sensations that people share about this idea.
In other words, a brand is also a concept that brings together the interests, concerns, fears, and tastes of a segment of people. In fact, when this happens we start talking about a brand community.
Clarified this, now we will explain how to build a branding strategy. Take note!
Have you ever heard of the VUCA environment? Created in the 1980s, it refers to the business scenario of that time: Volatility (volatile), Uncertainty (uncertain), Complexity (complex), and Ambiguity (ambiguous).
However, the world is dynamic and today we speak of the BANI environment.
What is the difference? While VUCA is based on assumptions (somewhat uncertain), with BANI there is no room for doubt, the effects are known thanks to the data. ?
A BANI environment is:
What is your value proposition? How are you going to pass it on? It is not only about finding that which differentiates you from the competition but that your audience knows how to recognize it.
To achieve this, we recommend that you use SMART objectives for branding. ?
HubSpot suggests that you consider these two aspects when defining them:
You already know what the profile of your consumers is and you have defined the objectives to reach them, it is time to generate recognition and closeness.
These are the elements to create your brand identity:
Knowing what branding also has to do with knowing what emotional marketing is, as it helps the brand position itself better in the consumer’s mind.
These are the other elements of branding related to the brand experience that you should take into account:
There is another aspect within the creation of a branding strategy that is super important: your employees.
According to Forbes, there is 560% more impact in a message shared by your employee about your products than the same message shared on company social media. ?
But that is not all.
Content shared by employees can generate 8 times more engagement than content shared by the brand.
These statistics only prove one thing: we are people who are interested in connecting with other people! ?
The last step of the strategy is to evaluate how much impact your branding strategy has had.
✅ To do this, it is important that you analyze the KPIs or branding metrics that will tell you whether or not you have been successful. This will also allow you to find bugs and know how to improve them.
