Learn more about branding and strengthen your business – WAU
Differentiating yourself from the competition, winning and retaining customers constantly demands the development of effective management and marketing approaches – and this is where our subject today comes into play: branding! Branding and brand are two factors that are correlated, but do not have the same meaning. While the first deals with management […]
Differentiating yourself from the competition, winning and retaining customers constantly demands the development of effective management and marketing approaches – and this is where our subject today comes into play: branding!
Branding and brand are two factors that are correlated, but do not have the same meaning. While the first deals with brand management and a set of strategies to make it more known and attractive in the eyes of the consumer; the second addresses more subjective issues, referring to what one wants to represent culturally.
Realize, therefore, that before defining the branding plans, it is necessary to define the main guidelines of the brand, its concept and how you, the entrepreneur, expect it to be revealed to your customers.
And then: analyzing your business, do your approaches seem consistent? If you want to strengthen them even more, keep following amazing tips that we have prepared especially for you!
The first step is to determine the personality of your business. Reflect: what do you want your brand to say when you’re not there? What impressions and sensations do you expect your customers to have when they get in touch with your products and services?
Think about building the history of your enterprise and how you want to present it. Define what your company wants to offer and how (mission), what it wants to achieve in the short, medium and long term (vision) and what are the motivations that drive you, your employees and, consequently, the consumers who will contact the company. your company (values).
Focus on a macro idea, on a brand statement: what are your business ideals and how will this differentiate you from your competitors? This is the time to make plans and define your target – who you want to reach and in what way.
Also, analyze the name of your brand: it should preferably be short, easy, simple and related to the niche. But be careful: if your segment is automotive, for example, there is no need to put the word “car” – avoid the obvious.
And to help you with that choice, don’t forget about SEO, so you will guarantee greater access to your brand: check out the most searched keywords and use creativity!
After defining more subjective issues, it is important then to establish the most concrete identity of your brand: the visual part and how, linguistically, it will be conveyed. This involves logo, symbols, slogans, language, storytelling, among other aspects. (If you experience difficulty or believe that you will not be able to develop such content, do not worry, today there are agencies that specialize in this.)
For physical characteristics – logo and symbols, for example – take into account the typography, the standardization of colors and where the visual icons should be applied. In addition to being simple, memorable and appropriate to your segment, think of an adaptable and long-lasting imagery.
An example is Nestlé’s Leite Moça icon: the Swiss peasant printed on the packaging since 1921, which has been modernized over the years, but has never lost its essence and identity.
The language of your company, both in the launch of new products, as in service and campaigns, needs to be compatible with your audience. In other words: if your target is young people / teenagers, communication should be more “cool”; for first-time moms, a more loving one; for professionals in a specific area, a more technical one, and so on, you see?
The next step is a technique used by many famous brands, the storytelling, which is nothing more than a storytelling, if translated to the letter. However, in the world of commerce, it is used to captivate customers, trap them in thought-provoking and revealing plots about the trajectory of a product or even a brand.
Another classic example is Bauducco, which always creates advertisements based on short stories in order to ensure its mission: to surprise consumers with its products and create moments of happiness, like last year’s Christmas campaign.
You may also be interested in this other content!
What is Brand Voice and a step by step on how to create it
On the social networks
If you want to generate a buzz for your brand – lots of posts, shares, comments that pass by word of mouth (and from screen to screen) – social networks have to be your place. Today is where everything happens.
After having defined cultural and visual factors, language and audience, it is time to put everything into practice in a repetition game, but with creativity. Learn to merge entertainment content and ads.
Create regular posts, at specific times and days of the week, to gently condition your client / follower.
For example: every Wednesday post a video on how to use a new product, every Friday schedule fun posts with memes, or, every first Monday of the month, launch a promotion or a kit sweepstakes. This way, you will create expectations in the consumer and he will be more attentive to your publications.
Also, use each social network wisely. Do not post the same content at all, because it is likely that you have the same follower in more than one medium and, thus, he may get sick of this repetition. Therefore, choose different and special content for each one.
On Facebook, for example, you can talk about market trends and publish inspiring phrases, on Instagram, launch promotions and news, on Twitter, create dynamic dialogues, and so on – there are countless possibilities.
After the consumer has had contact with your brand, both in social networks, as in customer service and purchases, he will begin to create a “mental image” about what he thinks of his business and whether or not he identifies with it.
That added value, O Brand Equity, goes far beyond the material – whether the product purchased is of good quality or not, for example – but is related to the sensations caused by the customer (such as media content, if he identifies with the way the brand communicates, etc.) , what elements he associates the company with and how he interprets it.
So, a good branding job can conceive a Brand Equity incredible, and everything is still a great chain of actions: the reaction of the consumer, consequently, will cause an effect that can be positive or negative, and this will directly affect the image of your business. Therefore, the importance of investing in all possible aspects to improve the management of your brand.
Three of the most important are relevance, differentiation and reference.
Every large company must:
- prioritize and meet the needs of its consumer;
- create trends and offer exclusive services and products;
- be a quality parameter in its segment.
Based on these guidelines, branding development will be much more objective and accurate.
It is not always possible to measure in numbers the value of a Brand Equity, but it is conceivable to understand which factors are most decisive and have the greatest impact on building a brand image. Then, we can analyze them using the model proposed by David Aaker, American professor and author of several books on marketing.
This model takes into account four characteristics for the investigation:
- Quality: differentiation in relation to the superiority of the brand compared to others, popularity and the proposal for innovation (whether it has one or not).
- Loyalty: ability to retain customer loyalty, even when in contact with the competition. In addition to assessing public satisfaction, expectations and possible recommendations.
- Association: identification with the brand (personal and socio-cultural factors).
- Knowledge: intrinsic recognition about the company – what it offers and how.
Such attributes can be addressed directly with the public – either by filling out forms, or in moments of feedback (in a call or email to learn more about receiving a product, for example) – or indirectly, through comments on social networks.
In the organizational culture
Branding is also a reflection of your company – company not as a building organized in rooms, tables, chairs, etc., but as people, or even better: as employees. Knowing this and considering the first topic of this article, reflect: do you believe that your team is aligned with the company’s mission, vision and values?
Organizational culture is the voice of your business, building your brand inside out. From the moment that employees are assimilated (“speaking the same language”), internal and external communications will be in the same tone. If you have motivated employees, in pursuit of the same goal, it will be much easier to establish coherent management.
But how to do that?
With small attitudes it is already possible to create a more unison environment, and here are some of them:
- develop group dynamics;
- promote lectures that are related to values;
- offer training;
- encourage feedback;
- create recognition goals and gestures;
- and, above all, offering transparent career plans consistent with the vision of the business – this will be one of the main incentives for your employee.
Branding challenges you to seek new ways to innovate and win your customer. Keep in mind the need to always be aligned in all aspects, both subjective, as well as structural / physical – this should be your guide for any decision making in the management of your brand.
I hope these tips have inspired you to continue to undertake and invest in your business. Believe in him and get to work!
This post was written by Raquel Lisboa, from the team at NuvShop.