Branding is the creation of a positive image of the company, its distribution and consolidation in the head of the client. In simple words, it is brand management.

A brand is a trademark, trademark of a company and its name.

Branding includes a whole range of marketing activities to develop the image and consolidate long-term relationships with the consumer. It creates a unique style, increases product value and builds trust in the company.

A clear illustration of why branding is so important – examples that are known all over the world – Apple, Ikea, Coca-Cola, Google. Consumers know these names and can tell right away what products the company offers on the market and why they received such popularity and love. And it depends on how firms position themselves in the market and what emotions they evoke in consumers.

Every year, Coca-Cola launches a New Year advertisement with a melody recognizable from the very first notes; the famous truck always flashes in it, which brings food and gifts from the company. This video is associated with the feeling of a holiday and a cozy evening with friends or loved ones.

Why branding is needed

Let’s take a look at branding goals and objectives.
The purpose of branding in tech branding agency

The definition of “branding” comes from the Latin word “brand” – a brand. In Europe, for a long time, they began to brand products with brand names so that people could find out who made the product. With the transition to an industrial scale, the range of products on the market has grown significantly. In this regard, companies tried to stand out from competitors by means of branding. In fact, the seller offered a potential buyer not just a product, but a whole ecosystem of consumption – the image and life of the character, which the company broadcasts.
The company manipulates emotions to solidify a positive brand experience, increase loyalty, and turn the user into a repeat customer and brand advocate.

The purpose of branding is to create a clear, understandable and positive image to increase company awareness and loyalty to it.
Branding objectives

If the goal of branding is the end result we need to arrive at, tasks are the steps to achieve the bottom line.

Branding objectives:

Branding should show the importance and value of your product to the audience, as well as distinguish the company from the competition.
Who Can Do Without Branding

Branding is actively used by large companies. If you have a small business or highly specialized production, it is not necessary to create a brand. Refusing it will help save money and invest it in improving business processes and communications with the target audience.

For example, the production of nails or the sale of potatoes does not need a brand, nor does the manufacture of notebooks for daily use. In this case, the consumer is interested in the quality of the product and its functions, and not in how his life will change because of three potatoes eaten for dinner.

Pros of not branding:

Cons of not branding:

    The brand makes it possible to participate in trading on the exchange, as well as more actively to attract partners for investment or joint activities.
    Potential employees are less likely to join a company that does not pay attention to promoting its own brand.

Branding types

In this section, we’ll look at what branding is and where it is applied.

Personal branding

It is also called personal branding – this is the promotion of the media person, as well as the formation of a certain opinion about this person. This type of branding has become especially popular along with the development of social networks and the emergence of expert bloggers.

Personal branding can create a leader image for the person leading a company. Branding example: a legal services agency named Voronin & Partners. The name suggests that the client is likely to come to a specific specialist with a well-known name, who is positioned as a professional in his niche.

Examples of personal branding include interviewer Yuri Dudya, education expert Konstantin Naychukov, our ambassador Anna Melnichuk, as well as those bloggers you follow on Instagram.
Company branding

Or otherwise, corporate branding is the development of culture, philosophy, mission and brand within the company. Employees feel that they are important elements that bring benefit and value to the organization.

I am sick and tired of marketing geeks touting the beauty of
branding, brand building and just spouting branding in any context,
especially when the term is used with “internet” or “web” or “digital!”
You can’t have a conversation today for more than five minutes without
some marketing type throwing in a line about brand building!

Branding doesn’t work with the net’s warp speed – look at
some of the leading online brand builders, including a certain big
three TV network here in the states and a book seller in Seattle
trying to do classic brand extension, from books to barbecues.

We tell our B2B clients to build a revenue-producing online brand by
developing a campaign that sells the value of their goods or
services! Forget the esoteric, very expensive brand building
campaigns that have no measurable impact! Here are my ten “cliff
notes” to building an effective B2B Brand Online, B2C coming next
article.

1)Do a careful Competitive Web Analysis of your competitors – you
can’t build a unique brand without knowing the lay of the digital
and realworld land! The beauty of the web is that it is a 247/365
resource for analysis and you can find out quite a lot from your
competitor’s web sites. We’ve created a comprehensive matrix
of 75-200 items to assess when preparing a competitive analysis
report for a client.

2)Identify your target audience early on as everything flows from
this. You can’t conceptualize your creative, graphical imagery,
content or what type of online media you want to deploy until you
know the size and characteristics of your target audience.

3)Think revenue producing branding – this translates to marketing
campaigns that deliver sales (the goal of all good marketing
campaigns) by customer acquisition. Meaning, develop messages that
speak to your audience. B2B customers typically want referenceable
data that addresses their needs. “Our xyz services help you
leverage your IT resources by….” Think providing tactical
information to enhance their decision-making!

4)If your early to market or just plain old early stage then you may
want to develop some branding with other complementary partners who
have established names (brands) in your market segment. This can
include joint announcements, co-branded pages; direct marketing or
opt-in e-mail pieces, etc. Here’s an example of a co-branded page
we did for an existing client, PolyServe, Inc.
http://www.polyserve.com/partners.html

5)Make sure you PR agency and Interactive or Traditional Agency are
all in concert when it comes to building a branding campaign. Your
various messages and processes should be mutually reinforcing.

6)Select an Interactive or Traditional Agency that understands your
unique B2B needs. Consumer branding is much different than B2B
Customer Acquisition Branding. By “understand” I mean ask
them about the types of campaigns they’ve set up for previous
clients, what types of media they’ve used, do they know how to
develop creative that speaks to a potential B2B client – I love
the “do the Dew” campaign, but this isn’t the type of
branding you would want to deploy for an IT Manager who is
contemplating a purchase of your software.

7)How do you measure effective branding on the web? I am not sure if
I have any answer or if I have unlimited answers – this is such a
difficult marketing characteristic to measure. But, again,
be “customer-centric” – ask people who purchase your software or
services what they think. Why did you purchase (or why not if you
can), did our marketing address your needs, was it meaningful and
informative?

8)Think digital shelf life when branding on the web – you have to
build messages and content that will only last for a finite amount of
time. You have to continually refresh your branding and positioning
by developing new content for a web site, opt-in e-mail or banner
advertising campaign.

9)Incorporate your offline branding (creative, content, graphics,
etc.) into your online branding when/where you can. So your customer
has a sense of continuity when they review all of your marketing and
communications processes. This also sends a signal to them that you
have carefully thought through your overall campaign.

10)Last but not least – build net speed into your overall
campaign. I’ve said it before in many articles, but always essential
to underscore; better to be quick to market with something that may
need slight calibration later on that to delay a facet of a campaign
of the entire campaign to get everything perfect! Revenue is the
engine that makes a B2B Branding campaign work and you can’t
drive sales unless you are putting your branding message out there in
front of your potential customers!