An effective, a branding strategy is one that manages to transmit the values of a brand by creating an emotional bond with the customer.
In the process of creating a brand or branding in marketing, those attributes or tangible and intangible differentiating elements that provide the brand with a concept and make it experience are defined.
Let’s see that you must have a good branding strategy in order to generate attachment among your customers.
But, first of all do you know what branding means?
In this article, I tell you what this concept is really about, the types that exist and the advantages it offers, as well as the steps to define your brand correctly.
Finally, the techniques that in my opinion can help you create a brand feeling in your community.
Branding is defined as the set of processes that are carried out for the construction of a brand and its subsequent management. They define the values, vision, mission, visual identity and communications of a brand.
Therefore, branding encompasses both the part of the brand that allows us to identify it with the product or service, as well as the set of sensations, perceptions or experience generated by it and that will make it position itself.
Types of branding guidelines
Surely you will be interested in working with the branding of your company, however, it is convenient to know that there are other types of branding with which we can complement our strategy:
Personal branding has been an opportunity for very active users on social networks such as “bloggers” or “Instagrammers”.
Their success lies in the fact that they have been able to sell a lifestyle, desired by their millions of followers.
Many fashion brands prefer to contact influencers to broadcast advertising spots on television, in addition to the cost, because they will surely reach a more segmented audience interested in their brand.
Employee branding or internal branding
It could be defined as the construction of a brand focused on employees, that is, the management of the opinion or image that is projected for both future and current workers.
The objective of this branding strategy is to get the personnel of a company to become a brand prescriber in order to attract talent in the company.
3 advantages of a branding strategy
A brand that becomes “lovemark” has a series of advantages over the others:
1. Customer loyalty
Purchases are made with or without emotional attachment.
This is a fact. Therefore, customers who do not have any link with the brand, will be more willing to change the option if another company offers products with better attributes.
Customers with a brand feeling, it is more likely that they repeat the purchase.
2. Increase in prices
Just like a customer with a brand attachment, it is easier for them to buy back from that same company, they will be willing to pay more for their products, as long as, as mentioned above, a concept or experience surrounds the brand. When there is an attachment, the customer is willing to pay whatever it is for a new product of it. The perfect example of this is Apple.
3. Generation of engagement
As I mentioned before, the objective of a branding strategy is to make a brand transmit emotions, perceptions, etc.
If the strategy is effective, we will be able to strengthen ties with our clients and generate a link with them that makes them interact with us.
2 steps to carry out a successful branding strategies
Market study for your branding strategy
When creating a brand, even if we only have a slight idea of what we want to do, it is essential to carry out a market study in which the main competitors, the sector, our target audience and the company itself are analyzed. that is, our strengths and shortcomings.
More than target, we must focus on a buyer person and analyze their tastes, preferences, habits … get to know what motivates or drives them, that is, what are their needs or “pain” and their “driver” or motivations that lead to start the purchase process.
Branding strategy: brand definition
These concepts tend to be used interchangeably. For this reason it is important to remember that:
– The corporate identity is only the reason for being of an organization, that is, the sum of its characteristics, values and beliefs.
– The corporate visual identity are those visual elements that we define based on the values with which we feel identified as a brand. It could be said that it is the logo design, the naming process, the selection of corporate colors, slogan, etc.
– And, finally, the brand image is something external and that we can not control directly, is what the public really thinks of us as a brand or company.
3 techniques to complement your branding strategy
After the process of building a brand, the management of your communication is necessary.
If we want these to acquire a more human tone capable of strengthening the relationship with our customers, we can use the following techniques:
Search engine positioning
Above all, if the brand is of recent creation, a search engine positioning strategy will help us attract new users.
If we carry out a web positioning strategy through actions of SEO off page and SEO on page, we will be able to reach first positions in the search engine and be there for when the users look for us.
Content of value for your readers
One of the advantages of content marketing is that, if we define our buyer person correctly, we can capture an audience interested in our products or services.
The writing of articles about concerns or interests of our buyer person, will allow us to approach them without being annoying.
A content strategy may be to create informational content about our products or services.
Make a more human email marketing
An email is a tool used to a great extent for the exchange of information between users and for their training. That is, many users subscribe to the newsletter of a page because they find the content interesting or practical and want to be updated.
Through a mailing marketing strategy in which a newsletter is sent, we can keep our subscribers up-to-date on content and strengthen ties by making different newsletters.
I hope I have conveyed to you the growing need to communicate that brands have today, that is, the importance of interacting with their audience.
If you have any questions or comments, do not hesitate to leave us a comment.