Elements of Successful Branding
Introduction
Successful branding is not just a logo or image or description. It’s a well-defined brand that is related to your market. Yes, logo, name, brochure, business card, poster, banner, everything is important but those are just a surface of the brand. But there are some elements of successful branding.
- Brand Purpose
- Brand Identity
- Brand Positioning
- Brand Promise
- Brand Personality
- Conclusion
Brand Purpose
Brand Purpose is very crucial for your business but many people don't understand the importance of business. A powerful brand purpose can drive more customers and helps the brand to stand out from the crowd. Brand purpose creates an emotional link. It helps in achieving business profit and also it advantages the community.
Consumers became more conscious nowadays so that they started to think about buying more products by keeping in mind social, economic, and ecological factors. Brand purpose is more than making profit and money. Instead, it focuses more on the product and the service they offer. The way your product impacts customers in the market depends on brand purpose.
Brand purpose is so big that it can motivate your employees to work united. Because they know that they are not just working for profit but a purpose. Mostly brand purpose directs you and gives you a path to walk. More than anything, your consumers and customers or audience will get attracted towards your business as they know that you have got a good intention and purpose more than making profit out of the product and service you sell.
Brand Identity
Brand identity is anything that makes the audience identify your brand. It may be a logo or a picture or a name or a symbol or a design. You create it in such a way that it makes your audience identify and distinguish you. In a survey, Apple tops the position for most beloved and identifiable brand image.
Brand identity is not just a logo, it is also website design, social media layout, packaging design, etc. Whatever it is it should scream your brand name. You have to hire a good designer to create a logo. Because it is so very important and it defines and identifies you.
While creating brand identity i.e., logo, graphic you have to know what is your mission, what is your values, what is your brand personality ie. if your brand is a person what kind of character and personality he possesses, what differentiates you from your brand, what it communicates. You have to know the answers to all these questions before and while creating the brand identity.
Brand Positioning
Brand Positioning is something we all heard, but it remains unclear and vague for most people. But you have to understand what is brand positioning as it is very important for your business. brand positioning is how your brand is different and unique from your competitor and how your brand is sitting in your customer’s mind. In a nutshell, brand positioning is nothing but what is the position your brand holds in your customer’s heart and how it differentiates from your competitor.
Brand positioning is very important for your business as it is linked to the higher purchase, consumer loyalty, brand equity. You have to know what your customer wants, what your employees and company are capable of creating, and you have to know the DNA and X-ray of your competitor and how he positions himself in the brand.
There are different types of brand positioning strategies being followed by company owners for their business. And they are
- Quality based brand positioning
- Benefit positioning
- Price based brand positioning
- Competitor based brand positioning
- Value-based brand positioning
- Leader based positioning
- Celebrity driven positioning
- Problem and solution positioning
Brand Promise
It’s a very simple term but it requires a high strategy to achieve. Normally what is a promise? It is assuring someone of something. And the same applies here in Brand promise. The brand promise is nothing but what a customer can expect from your product that you are promising to give them. When you deliver them the promised value then you take a strong position on your customer’s minds. And that is what you want.
It’s a customer’s expectation about quality and value for your product and services. What if you break the promise? You will lose your reputation in your market. Your brand promise should be unique, creative, credible, memorable, simple, innovative, and inspiring, and it should be different from your competitor.
A brand promise can be divided into two types, implicit promise, and explicit promise. Implicit promise refers to something that is implied but won’t be said directly. But explicit promise states that directly.
Brand Personality
Brand personality is a set of characters and personality your brand possesses. As I already said above, think of your brand as a human. And we all humans have separate personalities and characters and that is how your brand also should have some brand personality. The brand personality should be in such a way that your product and service should be enjoyed by your consumers. It should possess some traits that should be enjoyable, adorable.
Consumers will purchase goods if it is emotionally connected and related to them. It should create a positive impact on your target audience. You should display the picture that should be familiar and connected to your ideal audience and it should remain the same.
There are almost 5 types of brand personality traits which most of the brand owners follow or try to follow.
- Sincerity {hallmark, pampers, Oprah, etc., }
- Excitement {coca cola, red bull, etc.,}
- Competence {Intel, Google, Microsoft, etc.,}
- Sophistication {Gucci, Apple, etc.,}
- Ruggedness {Wrangler, XUV 500,etc., }
Conclusion
Successful branding should be consisting of all the elements which are Brand promise, brand identity, brand personality, brand purpose, brand positioning. You should of course follow all the elements to achieve your reputation, status, and profit. Hope the article helps.
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