What is branding?
We recently talked about what corporate branding is and how to create it. Over the years this strategy has been developed in compliance with the objectives and needs of companies.
If we remember the previously commented post, 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.
Here we present 5 more types of branding that increasingly gain more strength in the market giving good results to those who practice them.
Personal branding is when it comes to adding value to a person’s brand. In other words, we are not talking about companies, but people. In this process, the person is transformed into a reference, whether in an activity or profession. The entire strategy applies to the person who will physically present himself to the public by launching a message.
Amazon CEO Jeff Bezos defined it this way: “It’s what they say about you when you’re not in the room.”
According to Tom Peters, the first to speak about personal branding in 1997, when he published the article The Brand Called You in Fast Company magazine, “each individual in their relationship with others leaves a mark that depends on the image they project and their behavior. We all have, regardless of whether or not we want a personal brand -personal brand- and its management is what we call personal branding.”
The infuence movement is the best example of how important it is the personal branding, because working in detail in your personal brand, a lot of people have been successful in social media and some of them become world leaders.
Country branding is in charge of creating a brand for cities or countries. It is the intangible value of a place’s brand reputation. It is achieved through its products or services: such as tourism, sports, gastronomy, culture or public organizations.
This strategy aims to capitalize on a country’s reputation for attracting tourists and new negotiations. For this it is important to highlight the elements that differentiate them from other places.
Just as companies have to adapt to the changes in their environment, the same thing happens with the branding campaigns of the countries, taking into account the income of previous years and the potential that they can take away from them are being molded.
Experts refer to it as cause marketing. The strategy focuses on adding value to the brand through its commitment to some social commitment. It is transmitted through a mission and values that the company will have to carry out.
It will be very important to meet this objective, otherwise the brand will lose all credibility. For this, it will be important to be as transparent as possible, demonstrate the results obtained and maintain coherence of the message that is transmitted with the actions. That is, a company that supports the cause of animal abuse loses all value, and in turn consumes a product that affects the same problem. Keep in mind that today the investigation by the client is very easy. Failing in this aspect means the failure of social branding.
Emotional branding, as the word indicates, sells emotions. And that wants to transmit; selling emotions not things or services. This type of branding has been gaining much strength in recent years. The competition, in its vast majority of sectors, is very strong, therefore we must give ourselves added value, transmit and connect with emotions, increasing customer loyalty with the brand. For this reason, marketers insist on establishing it whenever possible in the company.
This marketing strategy consists of the union of two or more brands to jointly build a new service or product.
In other words, it is the alliance between two companies in order to promote something new with the aim of boosting their profitability and value. As each brand has its own value, it is important to analyze with whom this union is made, since it has to be, as always, something coherent and strategic. What does it represent? Same target? What does the other brand transmit? Values? In this way, co-branding will pay off and will be a win to win.