Branding is the process of creating a brand so that it achieves success and differentiation among its competing companies. Branding is everything that is linked to the look of a brand, its image, as well as the management of the company’s brand, its ideas.
Just as each person has their identity, their personal and physical traits different from each other, companies differentiate themselves through their visual traits and their concepts, such as messages, mission, and principles.
Keeping this in mind, Branding is nothing more than a process, like everything in life, a beautiful process that contains steps, where each company chooses elements designed to create brand awareness and arouse a specific feeling in its target audience.
Know your target audience
Clearly, before any decision is made, the first step will be to analyze the target audience, with whom the company will communicate and why.
Knowing the likes and dislikes of the public is more than relevant at the beginning of the creation process, understanding what the company-consumer relationship will be like, in addition, interpreting the way the public relates in the digital world is crucial for the process of the stages.
Therefore, conduct market research to identify the needs, desires, and behaviors of your audience. Use this information to tailor your message and offers in a way that makes sense, and also goes according to possible expectations, as the Distinct Agency website addresses.
And below we will address the 12 essential elements in the creative process of a brand, as well as fundamental concepts for the awakening of identity.1
1. Brand Name
The brand name is the most important step in a company’s branding process. It should be memorable as well as easy to pronounce, and it should also reflect the essence of the brand.
Secondly, the name can be interpreted as a quick summary of the company, thus reminding you about the product or service provided by the company.
2. Visual Identity
As the title itself already evaluates, the visual part of the brand, the appearance in which it will result. As well as, elements that characterize and will have the visual impact of the consumer, such as website design, distribution materials, such as packaging.
The brand identity must be cohesive and consistent, so that all vehicles are presented equally to the public.
3. Logo
When we talk about the brand’s logo, we can talk about the brand’s face, literally literally. I like to allude to people, as if the logo illustrated the facial features of a person, being distinct from any other and recognizable.
4. Color Palette
Particularly, my favorite part, I love to define the color that would best match each type of things and emotions in life. And with brands it could not be different, because after all, each color can evoke different emotions, thus identifying us within marketing and communication.
Here are some examples of emotions, depending on how they are perceived and the context in which they are inserted:
- Red: Excitement, anger, passion
- Blue: Serenity, sadness, harmony
- Green: Calm, relaxation, freshness
- Yellow: Joy, euphoria, anxiety
- Black: Power, mourning, mystery
- White: Peace, purity, emptiness
- Orange: Enthusiasm, energy, fun
- Purple: Luxury, spirituality, pride
- Pink: Soft, reserved, earthy
- Grey: Neutrality
In addition, I have a very valuable tip on how to make color combinations for the design of each brand. The site ColorHunt.Co makes incredible color and shade combinations for you to use and abuse.
5. Typography
As with all the other aspects above, your brand typography should create a unique feel for the brand, always remembering to combine it with the other relevant elements for building your company’s branding.
6. Brand Message
The brand’s message will give tone to the voice of the brand’s communication with its audience. Thus, expressing their personality with a focus on studying their target audience, what they expect and how they idealize a brand in which they can become great potential in becoming consumers.
7. Values and Mission
Therefore, the values and mission of a brand define the purpose, its goal and the reason, why they are and where they are selling such a product or offering such a service. They helped guide brand decisions and communications.
8. Tagline
They are short and impactful phrases that reinforced the brand’s identity, as well as being able to serve as a summary of the company’s proposal. For example, the Nike brand, which has as its famous slogan “Just do it”, or like the McDonalds fast food chain, “I’m Lovin’ It”.
9. Experience
The brand experience is in the purchase of your product or the use of your service, so in this case, having a positive experience is essential in building a company’s reputation. In addition, in this case it is important to present a differential, as it is a very important form of company-consumer interaction.
Remember that going to the same places where you have already been, will take you to places you already know, but if you go to different places you will take you to destinations never seen before.
10. Brand Personality
In this aspect, I again allude to human personality characteristics that, as a consequence, will be implemented in a personalized brand. As adjectives to be implemented in all interactions and communications with your audience. A company can count on positive adjectives such as being friendly, flexible, and transparent with its customer.
11. Brand History
It consists of a narrative about how the brand was created, its achievements and evolution over time. Thus, the brand can connect with its target audience in an emotional and authentic way.
Here, the appearance of affinity between company and consumer must be evident for the construction of a brand’s branding and attracting potential customers.
12. Communication and Advertising
And, finally, but very relevant are the campaign strategies that will be used to promote the brand through all the characteristics mentioned above.
Just remembering that each brand has its specific characteristics, and thus with personalized strategies for promoting its products and services.
A brand can always be inspired by larger brands, but without its originality it will be just one more in the market.
Innovate and Adapt
The market, as well as competitors, and especially consumer behavior are constantly changing. Therefore, staying up to date on market trends and being willing to adapt your branding strategy as needed is of great relevance. The innovation will demonstrate the maturity of the brand, as well as a professionalism that would differentiate it from others in the market.
Thus, contacting and maintaining adequate professionals who understand the subject is essential to keep the company ahead of its competitors and maintain the best possible contact with its audience.