Definition of
branding
branding is an English word used in the field of marketing (also known as marketing). It should be noted that despite the popularity that the term has acquired, even in the Spanish-speaking world, it is not part of the dictionary of the Royal Spanish Academy (RAE).
The notion of branding allows referring to the brand building process. It is, therefore, the strategy to follow to manage the assets linked, either directly or indirectly, to a trade name and its corresponding logo or symbol.
These factors influence brand equity and customer behavior. A company whose brand has a high value, a strong corporate identity and a good positioning in the market will be a stable and secure source of income in the long term.
- Branding objective
- building a brand
- The branding and the name
- Related Topics Tree
Branding objective
Branding seeks to highlight the can of a brand, those intangible values, such as uniqueness and credibility, that allow them to differentiate themselves from others and cause a unique impact in the market.
What branding tries to do is highlight those qualities that the brand transmits to the customer and that constitute its strength. In this way, the consumer may associate in your mind a brand with a value; this can be, for example, innovation. In this case, advertisers would look for the consumer to think of the brand when looking for innovative products.
In a market that is growing day by day, offering products and services that are increasingly accessible to the pocket of consumers, it is difficult to come up with a fresh and, at the same time, profitable proposal. Furthermore, we are going through a moment in the history of entertainment and communications in which innovation seems to be frowned upon; there is a feeling that “all consumers want the same thing” and that they want to pay as little as possible for it.
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building a brand
Building a brand, either from scratch or by renewing its image, in an industry that condemns visionaries, is certainly a task that fewer and fewer people dare to take on. The identity of a firm is the fundamental aspect of its existence, since it gives it the possibility of clearly distinguishing itself from the rest; Interestingly, this cannot be seen, for example, in the most prominent mobile phone companies, which represent the most active and successful slice of the market today. The question that arises, then, is whether the basic principles of the branding process have changed to minimize the percentage of potential losses.
The main points to take into account when carrying out the graphic design are the typography, the colors and the name. These are issues that will be decisive for brand positioning. Specialists in the field point out that a thick font without serif (a term of French origin that refers to small decorations in the letters) demonstrates solidity and inspires confidence in consumers; hence they are chosen by the banks. On the other hand, it is important not to leave out a certain degree of symbolism; the font used for the logo of a hair salon, for example, may well be very thin and not very rigid (as if it were hair), and not for that reason denote a lack of responsibility or instability.
Regarding the colors selected to make the logo of a brand, the most common example that is usually used to explain its importance is the case of McDonald’s: combines red, which indicates alertness, and yellow, which symbolizes well-being and is also related to food. It is worth mentioning that the symbology of these colors is much more complex and extensive than what was stated in the previous sentence; but taking these simple data into account, it is easier to understand the success that this chain has achieved worldwide.
See also: Renovation
The branding and the name
Last but not least is the name. Unlike the two previous points, this is an aspect that consumers tend to criticize, since it is the most obvious, although not the easiest to understand. The formula for “the perfect name” is not known, since examples such as that of Ford (which is the surname of its founder) show that even without creativity it is possible to build an empire.
However, it is believed that the ideal is to find a relatively short word, easy to pronounce in most major languages, and with enough character and personality to make its existence meaningful even when it is not associated with a particular product or service.
In summary, branding is an exhaustive and highly complex process to solve a problem that very few perceive, and the success of companies depends to a large extent on it.
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