Not every business is a brand. If you produce tables you don’t have a table brand, you are making and selling tables. If you turn it into a brand, people would know what every used wood signifies, what is the story standing behind your company, do you appreciate family values or your tables are suitable for serious corporate meetings.
The business produces and offers. The brand gives customers a perception of your business. It projects its values, ideas and personality.
When you meet a person you subconsciously create an opinion based on his looks, how he speaks, what he says. After this you think about what experience you have with him, is he different from the other people you know, how he behaves in diverse places.
This is what a brand is. A way to create the same perception for a business, as if it was a person. You look at the logo design and website, brand voice and mission. Brand experience is a huge trigger for maintaining loyal clients. The personal touch differs one business from another and exactly because a company is standing out you notice it.
You see, building a brand personality means building a real personality. And has such a bigger impact on customer behavior, loyalty and overall efficiency. The importance of brand identity can shoot you to great success.
What are branding elements and branding? Definition.
We hope you understand what building a brand means and why it is so vital to do it. You must think about how to brand your business while creating it. But what does branding your business mean?
If we accept the brand as the result, then branding is the process that leads to it. The process of shaping all elements, connecting them to each other and the whole brand personality creation. They are not the same thing!
Here we’re talking about a name, logo design (which is the face of your company), website design (like the logo it’s important for the first impression). You must consider in what way to communicate to your audience. More friendly or serious and is it relevant with the company at all.
Branding is what makes you different and helps you stand out among the others doing the same as you and aiming the same high point. This is the meaning of branding in marketing. It grabs the attention of clients, makes your audience loyal. And also gives a great impact to your business long-term.
Great brands have strong stories (from here comes storytelling in marketing) and fit nice in their industry, while standing out from the competition. They commit to their audience, promise people to deliver what they need and have outstanding brand personality.
We must note that the power of the branding strategies doesn’t affect only the customers, even if they are always the most wanted target. It has an influence on employees too. Pretty big if we have to be honest.
Successful branding strategy makes the business’ reputation better and gives that feeling of being a part of a community with common goals.
It’s very simple actually. If you share the same values and vision with a company, feel emotionally connected to it and have trust in the services or products, you would want to be a part of all processes. Because you’ll participate in something bigger than you, that you admire.
Let’s have a few words about the branding benefits. We have to start with branding recognition, it’s too significant to leave it for later.
It’s human nature to be drawn to something you know. Familiarity has true power and makes a brand seem trustworthy.
Customers recognize most of the branding elements with the blink of an eye. Your branding color palette, logo design, typography. This is why it is so vital to make them count and look powerful. If a customer has ever been across your brand somehow, when he sees it suddenly at the store, there is a great chance of choosing it, because of the branding recognition.
Another perk is the customer loyalty we have already mentioned a few times. With a strong branding strategy you may win devoted clients for life.
Creating a deep bond between your brand and the customers could turn them in real brand enthusiasts, even “ambassadors” of your business. And from that loyalty reaches another benefit – product and price sensitivity.
With an engaged audience it is easier to launch new products or make the prices a little bit higher. When people like your services and products, you can count on them to be there when you’re trying things out.
This psychological impact of branding plays a huge role. Because they believe in the quality you offer, loyal clients will try out new goods you’re launching or continue being a customer if you rise up the prices. This is the influence of branding!
Now when we know what is branding and why we need it in business, it’s time to take a look at what are branding elements.
Branding elements in marketing and their value.
A lot of people think that the logo is the lone component of brand personality. But that is quite far from the truth. Most of the customers ask what is the difference between a brand and a logo and the easiest way to explain it is to say that the logo is a part of the brand.
In food analogy. The brand is the whole pizza and the logo design is just one small slice from it.
Your brand is an experience you create for your customers. This is why there are so many branding elements – because you are building something complicated that has a soul and sense. There are so many ways to experience a business, than just its logo.
So let’s go to the other pizza slices, which represent and form a visual, auditory, and olfactory brand identity.
The brand name identifies your services, products or ideas with just a couple of words (or even one). This is not as easy as you may think. Deciding what your brand name should be is a big pressure mainly because it could become a household name used on its own.
That significant brand identity element should portray your vision, have suitable alignment with your branding strategy and you must always check if it is available on the market or someone else has it.
The logo design definition describes it as the visual trademark that identifies the brand. If you do it well, it could be enough for customers to just have one glance at the logo and know the brand without the name (as it is with the Nike logo design).
This is because symbols are easier to remember than words and a lot of brands actually make their name a wordmark logo (this type of logo is converting the name in a logo design with the brand color palette and typography).
There are quite a few logotypes between which you must choose the one suiting you most and don’t forget to make it in different sizes and colors (they are called logo lockups). That way you can use them for diverse purposes. Business cards, brochures, billboards, merchandise.
This is a catchphrase that is related with the vision, mission and values of the brand and takes a special part in your branding strategy. The easier to pronounce and memorable, the better. Like “Just do it” for Nike, for example.
Slogans are used long-term like logos and you shouldn’t change it often, so put a lot of thought in it. It can make people have feelings towards your products, services and ideas, so you must maintain those feelings even if images are refreshing through the years.
Colors are quite powerful and provoke different emotions in people, and from there have a big part in the importance of brand identity. It’s a universal trait to associate a certain color to a certain feeling and the color psychology has a big part in business.
Red stands for strength, power and passion; yellow for youth, joy, carefree life; purple for luxury; blue provokes trust and calmness. It’s not just about using a color you like the most.
Everything goes around what you want it to imprint on people.
It’s time for a little bit of product design. Creating a unique shape outside standards for your products can make them easily distinguishable among your competitors.
This is another part from the components of brand personality. When you create something no one else has, you drive feelings in the customers that they need to have this new thing right away. It’s more appealing.
Shapes are really significant for logos too, because as colors, they provoke different emotions.
You can find a brand font that fully portrays traces from the other branding elements or something completely different which complies them. It’s important to have symbiosis, otherwise than that – you’re good to go.
When you choose it be sure you try it on different brand materials. It has to look nice both on a small business card or huge billboard.
Brand graphics are used to supplement the main logo and if they are done well, they can be a symbol enough on their own for customers to guess the company.
Usually graphics use the brand color palette or a specific brand element and business put them on every advertising material, as a social media accent, etc.
We all know the songs from the commercial and when we hear them, even some notes, we automatically think of the brand.
This can be used as a powerful branding element because it identifies the brand and gives it personality.
Taste and smell
We could put those components of branding identity in different sub points, but we think that one explanation is enough for them.
They can’t be used for all types of products. A perfume brand can’t have its personal “taste” but “smell” on the other hand – yes, yes and yes!
There are some fragrances and certain tasting foods which even became trademarks through the years. Seriously!
Do it right with the right people – branding elements and professional help.
After noting which the most important brand elements that build your brand story and personality are, we guess you understand the need of professional help while creating something way more special than just a company – a brand.
When thinking about your mission, vision and values you know what you want your brand to stand for, but do you really know how to portray it? Not always.
Colors, typography, graphics, brand name, logo design, etc. All branding elements should reflect your business, no matter on their own or put together.
Brands can be represented in so many ways, and as we said it’s beyond a logo and a brand name. Having a brand creates a strong connection with the customers, provokes loyalty in both clients and working teams, and represents you in so many different ways.
Basketball branding, law firm branding, hair care branding. There are different techniques depending on the theme of the company and an expert knows best what is suitable for you and your products or services.
You don’t want to end up giving the wrong impression to customers and lose them permanently, right?
When you think of branding your business you shouldn’t do it just to do it. You need to actually build the personality of a person you would like in real life. Effort, skills, knowledge. They are needed if you want to do it the right way.
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