What is branding and what are its main elements?

Branding is known as the process that defines and builds a brand, from the management of all graphic, communication and positioning processes. 

To build a successful branding, the essence and values of the brand must be taken into account in order to transmit it on all channels. That is the power of the brand.

Its purpose is to place the brand in the minds of consumers, either directly or indirectly. And thus become a benchmark in the market.

Some of the benefits of branding are: 

  • Help to differentiate yourself from the competition, to stand out in the market.
  • Generate greater recognition of the brand, to be recognized by consumers. 
  • Providing loyalty, creating an emotional bond with the customer is essential to achieve repurchase. 
  • Create trust in the business, branding provides identity to the brand and therefore to the owner; the more sales, the more self-confidence there will be.
  1. Naming: is the creative process to develop and create names of products, services, companies. The name that is decided is very important for the image that the company will have with the public.
  2. Corporate Image: is the accumulation of beliefs and attitudes of consumers and the public towards a brand or a company. In short: the corporate image is the meaning that a company acquires in society.
  3. Positioning: refers to the process of “positioning” a brand in the minds of consumers. This means that this is your process of getting your brand into the minds of customers and distinguishing it from your competitors, and it should help determine what consumers expect from your brand.
  4. Brand loyalty: refers to the degree of public engagement with a particular brand. Emotional factors are critical to connecting with consumers; the emotional bonds created are often associated with the functional benefits of a product as well as the shopping experience.
  5. Brand architecture: it is the set of strategies in which a company designs, projects and builds the portfolio of its brands, in case it has more than one. It is the hierarchical organization between brands.

There are different types of architectures and they are classified into:

  • Monolithic: the organizational chart of a company is organized around a brand. An example of this type of architecture would be Google, since it uses a single brand for all its services, products or secondary brands, for example, Google ads, Google Play, Google maps, Google Drive, among others.
  • Independent Brands: each brand of the company manages to maintain its independence and coexist with other brands. For example, Unilever, which handles various secondary brands such as Dove, Lipton, Ponds, Knorr, etc. 
  • Endorsement: It is the main brand that shows explicit support of other brands. It is based on a hierarchy between brands, for example, Microsoft is the highest ranked brand, while Office, Windows, XBOX and Bing are separated from this group.
  • Hybrid Architecture: at this point a different architecture is determined for each brand or product of the company. It is a model that combines the types of architecture, for example, Disney is a hybrid model because even though it has its own brands such as Disney Store, Disneyland, DisneyToon, among others. acquired Marvel which is a different brand from what Disney offers.

There are other brand elements that are more focused on practice and design, essential when building a brand, these are:

  1. Logo: is a graphic element designed to position the brand in the mind of the consumer and make the brand memorable. A logo must be simple, relevant, adaptable, original and versatile.

There are different types of logos:

  • Logo: Just a written word.
  • Isotype: is a graphic image or symbol.
  • Isologo: It is a combination of graphics and text, but they are not used separately.
  • Imagotype: It is made up of text and graphics, but they can work separately.
  1. Colors: colors have the characteristic of evoking certain emotions or key values, so colors should be chosen strategically, that is, according to the company's personality.

Tip: analyzing the psychology of color will help in the search for the perfect shades for the organization. 

  1. Typography: a font should be chosen according to the personality of the company.
  2. Visual Elements: visual elements are part of a brand and are essential to define its style, such as graphic elements, images, shapes, etc.

The same style should be maintained to strengthen brand recognition and create harmony between all elements.

  1. Slogan: is a short phrase designed to represent a brand, facilitate the identification and recall of its products and services by consumers. It is definitely an essential element to connect with the public with just one sentence.
  2. Desirable brand values: consumers are currently looking to connect with companies that share the same values that represent them, so it becomes an essential aspect.
  3. Brand Experience: It's everything customers, prospects, collaborators, partners, and anyone get from a company, from content, website, customer support, and even after-sales service.

The branding It is a very popular term nowadays, that is why it is heard so much. This is because it has become a necessary element for any company, since it helps to strengthen the brand, gain prestige and recognition, especially on digital platforms. Having good branding will help you reach your audience more easily.