What is a brand?
Have you noticed that sometimes you buy a product just because you have met a need and it doesn't matter which company or name the product is from?
But at the same time, sometimes you leave the house, just with the intention of getting a certain product directly; Go to a particular store or collection; Or see someone special. Just because it covers the performance you want better than other products; or has a cheaper price; Either it conveys a good feeling to you emotionally, or it gives you a special sense of pride.
So you refer to that product or collection or person for a specific reason (hidden in the conscious or unconscious); That hidden reason that causes the second visit; Third; Fourth and ….. you will be the same brand. A brand is an identity that lies in the heart of a product, service, or person, and it can act according to your expectations, provide the benefits you want, and you will have associations in your mind about it that will make you loyal to that brand. will be. In fact, the concept of brand is in the minds of people.
What is branding?
There are different definitions for branding, but perhaps the most comprehensive and practical definition is that in branding we seek to create a distinctive identity and transfer that identity to the minds of the audience. The importance of branding in earning money is more clear when we pay attention to this point. Branding is a means of introducing the company's field of activity, and when customers buy a particular brand and are satisfied with it, they buy from the same brand again in the future and even promote that brand. Therefore, the number of customers is gradually increasing. By choosing a strong brand, managers introduce their identity and their company to the society.
For example, when a company registers a brand in one of the cities of Iran, such as Tabriz, that brand gradually spreads among the people of the society and provides credit for the company, which is very effective in earning income and profitability.
Types of branding
Next, what is the topic of branding and the answer to this question, now we have to mention the types of branding. Branding is done in different fields, we mention the most used ones here:
Personal branding
Personal branding is very popular these days, thanks to social networks. Branding is no longer in the hands of companies and organizations, and people can turn their products, their art, and even their lifestyle into a brand. In this way, they are continuously active in the virtual space and social networks, publish attractive images and videos and are very focused on content production.
The influencers you know today in the virtual space have used the same branding principles and are currently benefiting from the benefits of account branding. Maybe they don't do anything special and they don't have any special art, but by using the knowledge of branding, they have been able to identify the target society and its needs and feed it.
Corporate branding
As its name suggests, this type of branding is done for companies to differentiate them from other companies, and in the meantime, with branding decisions and principles such as pricing, knowing and studying the target market, valuation, etc., to the growth and recognition of the brand. it helps.
Product branding
Product branding or product branding refers to a set of intelligent and conscious actions to choose an exclusive name, emblem, symbol or logo for a business to distinguish it from other brands in the market. But this choice of name and creation of distinction should have a positive effect on the mind and emotions of the audience and encourage him to buy from you again. A brand name can register its name in their minds and hearts only by influencing people's minds and turn consumers into loyal customers. You might think that product branding is a simple and trivial matter that ends with just choosing a name or a common business logo. If this is not the case, and this matter goes beyond choosing a simple name; Because branding is a mental and emotional issue that should affect the emotions and feelings of the audience. Product branding actually gives your business identity and credibility and differentiates it from other similar businesses in competitive markets. Creating a positive mental image in the audience is the most important point that you should pay attention to when branding a new product. Because "mental image" and "pleasant experience" are considered to be two important and influential factors on customers' decisions when purchasing, which will ultimately lead to the boom in sales and growth of a brand.
Service branding
Here it becomes a bit difficult because a specific service is supposed to be introduced and advertised in a distinctive way. A service that is not a product and does not have physical value, so special creativity must be spent for it.
What is branding and branding strategy?
Branding strategy is actually a plan that considers the specific and long-term goals of the business and by improving and evolving this plan, it can create a successful brand.
7 elements of a comprehensive branding strategy
The dream of every manager is to make a successful business, his customers are loyal to him and are willing to pay even more than the original price. Everyone should know him for having such a company and be envious of his position. Have professional employees and they compete with each other to get their jobs and keep them. These are part of the works of branding strategy that can help the survival of any business and are divided into 7 basic parts:
1. Purpose of branding
Understanding exactly what your brand and business promises is crucial when positioning your brand. Landor Associates' head of branding says that in the marketplace, your brand promises don't set your business apart, but having a clear purpose does.
2. Stability
Consistency means that you should refrain from talking that has nothing to do with your business and brand or that cannot improve and promote your brand. For example, when posting a photo on social networks, ask yourself what does this photo mean for your business and brand? Does it match your business message? Or is this photo a funny thing to mislead the audience?
3. Emotions
Businesses should look for a way to connect with their contacts and customers on a more emotional and deeper level.
4. Flexibility
If your old strategies are no longer effective, don't be afraid to change them. If those strategies worked in the past, it doesn't mean they will work today. You need to let your audience see you in fresh new ways.
5. Employee participation
Achieving a cohesive feel is critical to achieving branding. Therefore, it is very important to know how your HR communicates with your customers and audience.
For example, if you are seen as an attractive and loving brand on social media, it does not make sense that when a customer calls you, they will encounter a grumpy person.
6. Loyalty
Your brand and business should reward customers who love you and are loyal to you. Loyal customers act like an ambassador for you and refer you to their friends. In fact, it can be said that customer loyalty brings you more profit.
Sometimes a simple thank you can turn a regular customer into a loyal customer. Sometimes you need to go beyond this. For example, write them letters, send gifts on special occasions, or even ask them to send you their comments.
7. Competitive awareness
Businesses should consider the competition as a challenge to improve their strategy. You should carefully monitor your competitors and see what they are doing. With this, you can understand which of their strategies are successful? You can even use their failure to improve your business.
What is the function of branding?
Branding is all the activities you do to shape and create an image of your company in the minds and eyes of customers. Branding is not a complicated task, you can create a website to present your offers and display your products, design advertisements and promote your products and services, choose special colors that are related to your company, create and create a logo, And by highlighting it through your social media accounts, you are branding your company. With this ease, you shape the perceptions and image that consumers have of your brand through branding. What consumers say about your brand is reality (and it may be different from what you had in mind and would like your brand to be called). Hearing the name of your business and company is associated in their mind. This impression is derived from the feeling formed by the experience they had with your brand, but this experience may be positive or negative.
In fact, branding helps you create a positive experience for your consumers so that they never forget your brand name. But if you ignore the principles of branding, you may inadvertently lead to a negative and unpleasant experience and lose your potential customers, or at least not be able to have loyal customers. For this reason, today new trends in branding are very important, today companies are looking to design their branding processes in such a way as to strengthen their brand appeal.
