Without taking into account the size of the company, all brands must differentiate themselves, since the competition is strenuous, as more and more prepared companies appear on the market.
We understand as Branding the construction of a brand and its definition process. This goes beyond choosing an original name and logo. It is creating an ecosystem where the tangible with the intangible of the brand are interconnected with the aim of launching a key message.
Branding is built with ideas, feelings, experiences, values, personality … transmit a value proposition that leads to success for the company.
Differentiating yourself is going one step further, it means building your brand with personality, originality and in a unique way, and thus transmitting it to your target. The goal is that they recognize you easily and know how to identify you.
How to build it?
The purpose is to position it and place it in the minds of consumers, for this a marketing plan will have to be started, where the actions and strategies that will be implemented will be specified in detail.
To carry out a branding strategy it is important to know everything about your brand, as well as its environment; competition, public, exhaustive analysis of the company, in order to respond to what the company needs.
This information will be the basis for the marketing plan, it will be the manual. From here the necessary data can be extracted to create personality and the entity of the company.
The branding strategy must work 4 important points.
Define corporate value
You have to define what you want the public to relate to when they think about your brand. Incorporating the emotional into your strategy humanizes the company. That intangible will be what makes you make a difference with your competition. That is what it has to do with reference and unique to the others. For example, the value of Lush is cosmetics without animal suffering and commitment to sustainability. Corporate branding works so much that within the competition they are leaders, and the public associates them with the concepts that the company wants. You have to make clear what the value proposition of your company is.
Build credibility and trust
We must work so that the consumer believes in the project as well as ourselves. Let them trust that we can solve their need or want. Generating useful content and demonstrating knowledge about the subject are two important ways to achieve this. Trust is the result of the elements that form credibility between the user and the company. Trust is the key piece for sales. Showing success stories is essential to build the trust sought by the public. The acceptance of your clients will be a fundamental part.
Differentiate yourself from the competition
Creativity, personality and coherence will be the base of the branding construction. You have to create something consistent, well defined and unique, for easy recognition before your audience. Differentiating will be the key to attracting and getting them to stay with your brand. People live saturated with information, with advertising, they want new things, the different attracts.
Strengthen corporate identity
The corporate identity is formed in two parts. The first is the visual part, that is, everything you see about your brand. Logo, colors, typography, all the graphics of your company, photography …
The second part is related to the brand name, the philosophy that you want to transmit. It is the tone in which you address your audience from your website, your social networks, advertising …
The most important thing once the brand strategy is finished will be to maintain the coherence of the message with the entire business, whether online or offline. The lack of it, will do the elaborate work has not been of much use. A consistent and solid image must be maintained, everything that the brand involves must be personalized.