A brand is nothing but a name, terminology, design, emblem or any characteristic that identifies one product or service as distinctly different from the products or services of other similar sellers. Branding is one of the important marketing tools that are used by retailers and manufacturers to distinguish their products or services from the competition. It is a powerful marketing tool because it builds brand awareness, creates brand loyalty and increases the profitability of the firm. It helps in creating brand loyalty.
Branding incorporates all the marketing strategies and techniques and combines them into one package. It is a package that makes your products or services stand out from your competitors. Branding is the process of designing and developing an image for your firm that you can use to communicate with your target audience. You can use branding in print media, television, radio and other channels. You can also create molds for products and services and make brochures and business cards.
Branding includes the elements of graphic design, typography, images, colors, fonts, artwork, slogans and brand names. When you create a brand, you need to select all these elements and make them as complimentary to each other. The visual elements of a brand, like color palette, tagline and logo, have to be designed in such a way that they compliment each other. For example, if you are using a red tagline for your small business, you should incorporate a red color theme on your brochure and on your business cards. Your logo should also be red, while the colors on your website, letterheads and other printed materials should be neutral, like black or white.
Once you have selected your color palette, your logo and your visual assets, the next thing to do is to come up with your brand’s tagline. A tagline is a short phrase that summarizes your company’s products, services and the vision statement or philosophy of your business. It should tell your customers why they should do business with you and what they can expect from you. A tagline acts as the words or the summary of your brand’s personality. In branding, a tagline is usually the first thing that your customer sees, so it should be attractive, interesting and influential.
The color, size, shape and texture of your logo should also be in line with your brand equity. Color, size and shape may vary according to your target market. A logo with a lot of black outline is not really an effective brand equity builder. However, one that has a lot of white gives the feeling of cleanliness and professionalism.
Finally, your brand recognition and reputation will depend largely on how well you communicate with your customers and clients. You may use brochures, posters, postcards, newsletters or email to let people know about your business. If you want to establish long-term association with your customers and clients, you need to provide regular communications. The more you communicate with your target audience, the easier and faster they will become familiar with your business name and logo. In the end, branding is all about having a good name and sharing it with everyone.