How to make an incredible brand management
May 29, 2019, 3448 views
Branding is the management of a brand. All the work done with the goal of making your brand more known, more desired, more positive in the minds and hearts of your consumers. It involves everything from the design of the brand to the daily marketing actions of the company.
Have you ever stopped to think about what makes one brand more remembered than another? Why do we have the feeling that some brands are incredible because they manufacture products or deliver services as good as their competitors?
Is there something out of the scope of delivery that really can influence the image you have about a particular company? What really differentiates one brand from the other?
Understanding how to differentiate your brand is essential in digital marketing: with so many companies in the online environment, what does your brand have to offer? (Find out what other brands are doing and do not be left behind.)
Today we will show you how a good branding job can make your brand stand out in the market and why you should start thinking about it!
What is Branding?
Branding is nothing more than managing a brand. All the work done with the goal of making your brand more known, more desired, more positive in the minds and hearts of your consumers. It involves everything from the design of the brand to the daily marketing actions of the company.
The construction of Branding is something relative and is a work that is usually a set of actions whose result is felt some time later, after all, a strong and consolidated brand is not usually built overnight.
And before we talk about building this reputation, how about we talk a little about the concept of "brand"?
What is a "brand"?
Your brand is not your logo. Your brand is not your name. Your brand is not your pet. Your brand is not your site.
All these things are part of what builds your brand, but all this is far from being considered the single component that makes up the essence of your brand.
Your brand is everything that comes to you. Can be your logo, can be your name, may be your main colors. But we can go even further. Doubt?
Take a look at this example: Harley Davidson, for example, is recognized by the roar of its motorcycle engine. In 1990, she won, in court, the right to be the sole owner of the characteristic noise that comes out of the exhausting of her motorcycles.
Your brand is all the set of things that represents you, that announces you, that premeditates you. And more than that, it is also something that does not just depend on you, because it is also what involves people's perception of your brand, something that you can work on, but not necessarily impose, as advertiser Walter Landor said: "Products are factory-built. Marks are created in the mind. "
It is, therefore, basically what differentiates one product from one particular company from another, and the clearer and more obvious this differentiation, the more that brand is rooted in the minds of its potential consumers, either positively or negatively.
It is it that actually makes your product unique and special. And the truth is, most of the time, no product is unique or special. To know how to take advantage of this and how to perceive how branding can help you, you need to understand why people buy things.
People do not buy what you sell, but because you sell
The first key hint to talk about managing your brand is to talk about Simon Sinnek's theory as to why people identify with certain brands, certain ideals, or certain politicians.
The great truth about our choice for certain brands is based on our identification with her motives and the feeling that she transfers us from her goals in doing what she does. People do not buy what you sell, but because you sell.
Using an example similar to what Simon Sinnek himself uses in his TEDx, Apple does not sell a mobile device with Internet access and integration with a variety of functionality. Apple shows you that you want to change the world and the way people communicate and you believe you can do it through a device that can do amazing things, including accessing the internet and integrating with a variety of features.
If you identify with the motives, you create a connection with the brand and you begin to bond with that stamp and you want to show people that you think that way.
Buying Apple products means thinking about how Apple thinks and people do it for themselves, for an affirmation of ideals, not for buying the product itself.
Often your argument wants to start with the benefits of your product, but you should always start with the reason why you do what you do.
Walt Disney and Barack Obama are great examples of how motives and dreams are great branding boosters.
Your brand acquires personality, form and position when you transfer your motifs to your graphic pieces, speeches and marketing actions.
This strengthens, it creates presence, it creates bonds, it creates value.
The value of a brand
The value of a brand is something totally abstract. If you could afford to buy the Coca-Cola brand, how much do you think it would cost? Think of all the value that this brand carries, all the work that has been built over all this time and everything that is already in the minds of consumers.
How much do you think this is worth? There are several rankings that rank the most valuable brands on the market, and these are often incredible examples of well-done branding jobs.
Even so, the measurement is complicated, since the analysis must be performed individually. As we said before, branding is a construct of consumer perception and this, of course, will depend on your consumer.
A brand can arouse different sensations in different audiences, and its role is to be able to carry out work that positively impacts, in large part, the audience that interests you.
We can say that McDonalds is a brand that has a good branding job because it is well known and established in the minds of people in general, but perhaps for certain niches it does not have a positive position due to ideological issues, again, Motivation: If they are clear, you will attract people who identify with you and what you believe in, and ultimately, it is these people who interest you.
How to do a good job of branding?
There are several ways you can protect, ensure and measure the value of your brand, and it is important to share responsibilities with your internal and external stakeholders.
To begin with, it's critical that you know that your top brand advocates should be the first people to get in touch with your products and services: your direct employees.
For example, within your company, you may notice that your brand is well known, recognized and absorbed through elements such as:
- Knowledge: how much people understand the values and goals of your brand.
- Protection: how protected it is in many ways.
- Commitment: how much the company commits itself to what the brand stands for.
- Adaptability: how much the brand is aligned with the market.
Regarding external factors, ie talking about people's perception of your brand, we can list the following elements as decisive for the evaluation of your Branding work:
- Authenticity: Your brand needs to have clear values
- Relevance: it needs to bring about change in people's lives
- Differentiation: it needs to be clearly distinguished from the competition
- Presence: she needs to be present in the right places, at the right times and in the right situations
- Understanding: People need to understand what you came for
- Consistency: Your brand needs to meet expectations
Your marketing campaigns may change, you can take on seasonal actions and change many things, but some things must remain in the DNA of your brand, this helps Branding work more effectively and the cumulative effect of what you do invest is greater.
That is, if you maintain a constancy in your message, the possibility of getting a higher return the longer you work on it is very large.
Think about how long Coca-Cola has been working on the concept of "sharing happiness." Within this motto, there have already been several campaigns, several different ways, but that remains.
They are things that people identify with and, in a way, they already expect from you. Work on this in the long run and feel the cumulative effects of Branding applied to the concepts of a strong DNA of an applied value concept.
Defining who you are and different ways to make it clear to your consumer is to do a good job of branding.
How about starting now to apply the Branding management concepts in your brand and make, from your simple consumers, customers passionate about your products?