All You Need to Know About Branding
Often you hear the word branding as well as brand. the word brand is often associated with a product. If you search for the meaning of a brand in certain literature, there is a lot of ambiguity, especially when interpreted with current conditions. So what is brand and branding?
Before knowing what branding is, you need to understand the basic word, brand. The term brand itself was first used by British people in the 19th century as a form of giving signs to livestock and slaves by putting a hot iron stamp on their bodies. At that time they said the word burn. Then the word brand began to be popularly used by Germans with the same meaning, namely marking something using a hot iron stamp, Brennen.
The brand itself is currently defined as a self-identity that differentiates between humans, products, and places. Meanwhile, branding is a communication activity, strengthening, maintaining a brand to provide perspective to others who see it.
Understanding According to Experts
According to Kotler, the meaning of branding is the provision of names, terms, signs, symbols, designs, or a combination of these, which are made to identify goods or services or groups of sellers and to distinguish them from competitors’ goods or services.
According to Landa, the meaning of branding is not just a brand or trade name of a product, service, or company. However, everything is related to the things that stick to the eyes of a brand, starting from the trade name, logo, visual characteristics, image, credibility, character, impression, perceptions, and perceptions that are in the minds of consumers of the company.
Recognize the types
1. Cultural Branding
Is an effort to provide an identity or brand that is adjusted to the condition of the reputation, culture, customs of a nation, location, or people from a certain area. One example is: Japanese culture and discipline.
2. Product Branding
It is an attempt to give identity to a product that can influence consumers to choose the product over other competing products. This type usually focuses only on product results, not the corporation as a whole.
3. Destination Branding
Has an old term as geographic branding. This type describes the identity of a particular city, region, country, or region. This type is usually used in promoting an area for tourism or business needs.
4. Personal Branding
Businesses used by individuals to make themselves known and remembered brands so that they have their assessment or views from the general public. Examples are artists, musicians, or other famous people.
5. Corporate Branding
The branding aspect of a company, starting from the products offered to the contribution of company employees to society. The aspects of corporate branding include; logo, company vision, website, quality, advertising, marketing, credibility, service.
Because a brand is an identity and branding activities will involve introducing that identity to the public, so in the branding process, we must understand the elements that must be included so that our products are easy to remember. The elements that we must fulfill are:
1. Brand Name
Name is the first thing that must be fulfilled if we are going to do branding. Without a name, the product will not have an identity that will make it easier for the public to recognize.
2. Logo (logotype, monogram, flag)
In making a logo, pay attention to the uniqueness and image factors that match the brand. A unique logo will leave an unforgettable impression on consumers.
3. Visual appearance
This visual appearance can be applied to product design, packaging design, seraga design, and so on. Using a visual display with bright or elegant colors will add an image to a product.
4. Use of a Mouthpiece
The spokesperson in this case could be a co-founder of a company, a mascot, a corporate figure, or a famous person who has been worked with to improve product marketing.
5. Sound (thematic song)
The presence of a song will complement the visualization elements of branding and make it more beautiful and more memorable.
6. Words (slogans, taglines, jingles, acronyms)
A clever slogan always leaves a deep impression. In the branding process, use words that are cheerful and positive, easy to remember, and different from other brands.
The importance of branding for business progress
Now you also need to understand the purpose of good branding and how it affects the company. Branding is a way to communicate the message of a business product to its consumers.
Through good branding, the company can give a good impression to its users, thus making customers continue to be loyal to use these products. Besides, branding also paves the way for companies to be recognized by more people, both from their logo and from their marketing campaigns. Seeing the benefits, building a brand is an investment that every company must make.
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