Understanding of branding, type, and how to develop it for business
A good understanding of branding is difficult to understand. Clients, friends, acquaintances, family members, business owners, and others often have different perspectives to understand what branding is actually in business.
So what is branding? What is the branding about your logo? Maybe what color do you use, or about various types of marketing materials that you have? Does your business way talk to people through social media or where did you decide to advertise?
Actually, what is the complete understanding of branding and how do you do the right branding for your business? Read on this article to get a clear understanding of branding.
Branding is a way to identify your business. This is how your customers recognize and feel your business. Strong brands more than just logos – this brand is reflected in everything starting from customer service styles, staff uniforms, business cards, and places to your marketing and advertising material.
Your brand must reflect what your business stands and what distinguishes it from your competitors – it reveals the quality, strength and ‘personality’ in your business.
Creating strong and good branding involves deep market research to find out why customers must be interested in your business. A strong brand will help customers remember your business and feel more convinced that your product or service will suit their needs. Customers tend to be loyal to the brand they believe.
Branding must be considered at the initial stage of starting a business – launching a business with a strong brand will give you a greater success opportunity.
Branding type in business
After knowing the understanding of branding, the next step is to know the type of branding that can be applied to your business.
The type of branding you choose can help guide your business decisions, and must be included in the planning of your overall business. Remember that various types of brands are in accordance with different products and services, and will attract different customers.
The brand can be a brand concept, which is designed to support and promote ideas, or brand commodities, which are related to products or services.
The following are some examples of branding from many types of brands.
Attitude branding or branding attitude is based on ‘feelings’, not a physical characteristic of a product. Products can be promoted as making people feel free, energetic or powerful. This branding example is commonly used for soft drinks and sportswear.
Symbolic branding is similar to branding attitudes and is often used for services, such as banks and telecommunications companies. Symbolic branding uses the emotional aspects of a service, such as a sense of security, attracting and making customers feel comfortable.
In some cases, the functional or physical characteristics of a product or service are stronger than emotional aspects. Functional branding promotes the reason why someone must buy a product or service. This type of branding can be by offering unique products or offers better prices or perform better than other products on the market.
Some businesses choose to provide separate brands on each of their products and services. It can sometimes compete with each other, such as with a different sense of soft drinks produced by the same company.
Individual branding can also be used to separate different business parts, especially if they reach a number of areas, such as in businesses that sell food and clothing.
Some companies also make new brands for the same product. They launch the two products in real competition so that they can obtain extra market share.
This is usually done by large companies, and is risky if the new brand keeps a business from the business built around it. Examples are Indomie and Supermi YANNG made by Indofood with the same product type but with different brands.
Branding with your own name
Branding with its own name, sometimes referred to as a private label or store brand, is a brand that carries the name of the retailer. This is usually used by a large supermarket network. Small businesses can also use their own brands – for example, a beauty expert can also have the beauty product line they use and sell.
Tips for Building Branding in Business
A strong brand can help your business attract new customers and retain existing customers. If you decide to do a branding for your business, the brand must be fully developed before you start using it in advertising or marketing material. A brand can provide your business direction and it must be included in the overall business planning.
Do market research
Research your market and observe your competitors. Consider market size and who is your potential customer. Find out what your business will stand out – this is usually referred to as your competitive advantage.
Perform structured market research to find economic, demographic, and major statistics about your industry.
Think about a successful brand
Think about brands for products or services that you directly recognize and why they succeed. Searching on the internet will provide many articles and guides about branding from business experts.
Consider the whole of your business
The understanding of branding is more than just a logo – brands must include every aspect of your business. Your brand needs to be reflected in:
- Business Name
- Customer service style
- Staff uniforms
- Name card
- The place
- Marketing material
- Be authentic
Your brand must reflect the personality and value of your business. When you develop a brand, make sure you are honest about what your business is and who your customers are. Customers will be disappointed if their experience with a business is different from what is promised by branding in business.
Tell your business story
You can start developing your brand by considering your business story – how the business starts, what you want to achieve, with whom you want to attract. Your story must be a key component of your brand.
Ask professional advice
Even though you might be tempted to design your own logo to save money, unless you have the skills and experiences needed, you will benefit from seeking professional help. Consultants or professional branding designers can work with you and develop brands based on vision for your business.
It’s good to get a quote from a variety of professionals who have experience developing brands. Talk about what you want to achieve with them, and ask to see their work portfolio. If your budget is small, you can use a design contest similar to the tender.
Through a design contest, you can set your design summary and budget and the designer network can see it and send designs.
You can request changes to the design you like before choosing a winner. It can be cheaper than hiring a professional because many professionals are interested in following the contest as their portfolio, and this can provide better results than if you do it yourself.
You might also need to find legal advice for problems such as intellectual property, patents, and trademarks.
Stay open minded
If you decide to hire a professional to help you develop your brand, it’s important to stay open minded.
Even though you might have some ideas about how you think your brand should be seen, a brand expert might suggest some ideas based on their experience.
You will still get input so you are happy with the results, but while open minded, you are more likely to do a prominent branding from your competitors.
Keep your branding process simple and relevant to the type of customer you are trying to target. Add too many elements, such as colors, fonts, and images, can make your brand difficult to use and difficult to recognize.
A simple brand is easier to understand customers, and will deliver a strong message about what your business is and what customers can expect.
Make sure you are consistent in the way you use your brand. A good way to manage the brand is to develop style or manual guides. This will cover all your brand elements, from fonts and colors to communication style. Many examples of brand imaging style guides are available on the internet.
Also consider …
- Find out how to choose and register a business name.
- Learn how to create a website for your business.
- Find out how to enter your brand into your marketing plan.
- Perform customer research to ensure your brand according to your target audience.
Build brand awareness
After you do a branding, you can search for ways to build awareness through your marketing plan. You must have a brand that is well developed before you start using it in advertising, sales and marketing activities.
Promoting your brand through advertising and other marketing strategies can help customers recognize your business.
Also make sure you are consistent in how to use brands so that customers easily recognize your business in advertising, marketing material, and your place. The use of your brand consistently also helps customers remember your business, and can help increase customer loyalty.
If your brand doesn’t attract customers as you would expect, you might need to consider refreshing it, or ‘change brand’.
In this case, you need to review your business plan and research your market again to see what changes. You need to take a similar step to change the brand as you do to develop your brand, including looking at all your business and customers, and compiling a vision for your business.
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