Principles of Branding: The brand as a differentiating element

Before we can describe the concept of branding, we must understand what branding means in an organization. The brand is primarily responsible for differentiate ourselves from the competition, It is not only the name, but all the elements that make it up and give it a personality, and the values implicit in it, a unique seal of identification that in addition create the Branding or Brand Management.

It is here where the company puts its creative side into action to build differentiation strategies by applying unique details and procedures that are memorable to the consumer. These components are mostly located in the intangible part of our organization, its tone, visual designs, value, discourse, typography, credibility and of course, the exclusive touch. These characteristics are part of the construction of the brand identity or Branding. 

What is Branding and how does it participate in the purchase decision?

Once the above is taken into account, we can define branding as the elaboration of our brand image through actions that produce feelings and experiences that allow us to position our brand in the consumer’s mind (directly or indirectly), creating a sense of belonging of the user towards our brand, which will allow us to be part of their purchase decision.

Branding is how consumers identify themselves and how they connect with your brand. Which, helps inform your users why they should choose you over competitors. Although they may offer similar things to your products or services, and share some characteristics, the concept that carries your brand (Branding) is what will leave a mark in the mind and heart of the consumer. 

Branding Elements

There are 5 elements that make up branding:

• Creation of a name
• Corporate identity (company personality such as logo, slogan, colors, fonts)
• Brand positioning
• Brand loyalty. This refers to the repeated purchase of a product or service as a result of the trust and bond generated between the customer and the company.
• Brand architecture. The set of strategies and tactics carried out by the company that help to achieve coherence between the company’s proposal and what its customers want.

How does it help to apply good branding to your brand?

We can summarize the purpose of branding in the following points:

• Expand the company’s brand in the market, and place it in the minds of consumers.
• The main objective of brand strategies is to achieve customer loyalty. In most cases it is cheaper to retain a user than to acquire new ones.
• Creating stability in the market in order to be able to overcome any obstacle or crisis that may arise can be interpreted as building foundations, which will generate greater resilience in the long term.

To achieve the aforementioned objectives, a marketing plan must be designed specifying how branding will be applied, that is to say, what actions will be taken to make the brand known and the channels or media that will be used to achieve it.

 In order to carry out an efficient branding strategy, we must take into account the development of some concepts in order to make the consumer visualize our products or services and think of our company, these are:

• Highlight the company’s values at all times
• Generate credibility and trust
• Strengthening the identity of your products or services
• Differentiate yourself from the competition

5 examples of brands that have grown thanks to their remarkable Branding

1. Airbnb

Their brand identity ‘Belong Together’ explains that the most important thing for the company is not renting rooms, but creating a home environment. Its logo is made up of a combination of 3 icons that represent people, places and love. All of the above mentioned make up Airbnb’s branding, which carries a remarkable essence as a brand and has left its mark on its users.

2. Harley Davidson

A brand with a unique branding, which is aimed at a lifestyle based on emotions such as freedom and rebellion. In addition, a specific aesthetic can be identified in its consumers. Last but not least, its slogan “Live to Ride, Ride to Live” is quite original and attributes to the free spirit of its brand or branding.

3. Luuna colchones

Although this company is not as well positioned as its competitors, they offer several commodities such as temperature control, body-friendly design, 100% guarantee for up to 10 years and 100 nights of testing, which adds a great extra to the brand experience and branding.

4. Amazon

In addition to being recognized worldwide, just by visualizing their logo or colors, you automatically think of what the company offers, they also have an impeccable customer service, not to mention that their shipments are fast and safe, giving as an example an impeccable branding.

5. Build-a-Bear

Its branding strategy consists of a personalized service in which customers go through the entire process of making their own stuffed animal, then make a wish and give it a “heart” to give it (imaginary) life. The company’s success is based on imagination and experience.

AUTHOR: Rebeca Tinoco