Discover the significance of branding and how it can transform your business from day one.
Behind every successful brand lies a carefully crafted narrative that resonates with its target audience.
If you've never heard of or constantly heard about this famous "branding" but are unsure if it's relevant to you, this is the article you need.
Often, my new clients, individuals entering the entrepreneurial world, ask me to create a logo for their business, thinking it's the first, logical thing to do.
At this point, my question is always the same: "Do you know that a logo without branding work behind it is simply a cute image?"
Without undermining the importance of the logo (and of course, the logo designer), it's crucial to understand that designing a logo involves a process that goes beyond the client's wishes and preferences. It's a comprehensive study considering many factors to ensure the business's identity reaches the viewer/visitor even before they read about who you are and what you do.
Just as the logo gains power from this process, branding represents what gives strength and power to the logo, among the various elements that make up a business.
If you're now wondering, "Yes, but is it really worth investing in such a process since I've just started my entrepreneurial journey?" The short answer is "YES." I'll explain in detail why below.
Branding: The Basics
Let's start with the basics. What does "Branding" mean?
Branding, translated from English, is the action of "building the brand."
It can be deduced that branding is creating the brand's image with a strategy that incorporates its values and introduces them concretely into the market.
I like to define branding as a "keystone" because it represents a key component of a company's overall marketing strategy.
But why is it so important?
Creating and developing a marketing strategy for an entrepreneur is fundamental for long-term success.
Branding is crucial in a context where the audience's attention is highly fragmented.
In addition to generating brand recognition in a few seconds, branding aims to capture the audience's attention, stand out from competitors, build trust, increase commercial value, and consolidate its presence in the market.
An effective branding strategy requires constant commitment and, much like the drop of water that nurtures the seed, can lead to greater brand recognition and authority, solidifying your position in the market.
As I mentioned before, branding is much more than a logo or a name;
Branding represents the perception that customers have of your business and your offerings.
By now, you can understand how necessary it is to evaluate branding work even before launching your business.
However, let me bring to your attention one of the fundamental principles of marketing: people don't buy what you offer (product, service, etc.), they buy the RESULT they can achieve with what you offer.
This emphasizes the importance of having a brand that consistently reflects the result you promise.
For example, if your company is committed to eco-sustainability, promoting practices like paper recycling, using non-recycled paper business cards would be inconsistent. This creates a dissonance in the message you are communicating, don't you think?
"Messaging," defined in the early stages of the branding process and refined or updated over time, in a brand refers to how a company communicates its message, values, and offers to the public. It is the coherent set of words, tone, and style used in a brand's communication, whether through the website, social media, advertising, or other channels.
Are you starting to see the big picture, where each element acts as a precious brick in the solid construction of your business's foundations?
Before continuing, let's clarify concepts that are often confused.
Difference Between Brand and Brand Mark
Brand and mark are not synonymous.
The brand is an intangible entity that encompasses the company's values, mission, brand awareness, and reputation in the market.
The mark, on the other hand, is something tangible and real.
The mark is the distinctive sign used to identify products, in the case of companies; it is the symbol registered with public authorities.
The mark can be part of the brand, but the brand never becomes part of the mark.
Branding vs Marketing
Branding and marketing are often used interchangeably but are not the same.
Marketing is the process of promoting and selling your products or services, while branding is the process of creating a unique identity for your business.
Marketing is a crucial part of branding, as it helps you communicate your brand's message to your target audience. However, branding goes beyond simply promoting your products or services. It's about creating a lasting impression and building a relationship with your customers.
How to Do Branding?
To influence people's perception successfully, you need to structure the strategy correctly from the beginning.
The branding activity embraces many aspects of corporate marketing, which can be divided into non-visual and visual elements.
Among the non-visual elements are:
Mission and company values,
The tone of voice for all communication,
Communication through people working for the brand (such as customer service or sales assistants).
Among the visual elements, we identify:
The brand's name (through the naming process),
The logo,
The color palette and theme of the website,
Fonts,
Brand collateral and packaging (company materials, including business cards, presentations, and company documents, etc.).
Of course, among the various platforms where the brand manifests itself, none is more important than its website.
The site represents the space where the audience has the opportunity and the need to feel welcome, recognizing the brand with which they have become familiar through other touchpoints until that moment.
The 3 Fundamental Phases
Each of the visual and non-visual elements will be defined in the initial phase to create a brand from scratch.
The work is divided into three major steps, which cannot be performed in a random order but carried out in the indicated sequence to achieve a concrete and lasting result:
Brand Strategy
Brand Identity
Brand Experience
Brand strategy
Brand strategy is a fundamental preliminary analysis for the brand's success, helping to create a unique and differentiated image and define a winning business model from an economic perspective. It's the most important part; I'll never stop telling my clients. Skipping or completely ignoring this step is like building your business on quicksand!
Brand Identity
In this phase, the concrete identity of the brand is defined, based on all the characteristics identified during the brand strategy. Most of the visual elements that make up the branding, such as naming, logo, color palette, website theme, etc., are chosen.
It's the step where your business starts to take shape and "materialize"!
Brand Experience
For an engaging experience, it's important to take care of every aspect of the customer journey, from communicating the brand's values to interacting with the customer, after attracting the right audience's attention. Brand experience is the sum of these interactions.
Your business can't stop at a cute visual identity that attracts a lot of customers only to lose them along the way because you haven't studied and planned holistically how to keep them engaged and loyal.
The analyses and research that complete each of these steps allow us to define all the visual and non-visual elements that characterize the brand and make it alive and concrete within the market.
This is an investment for the guaranteed growth of your business.
It seems like a lot of work, I know. But you don't have to face it all by yourself!
If you feel like, "Oh, gosh! This is a lot, where do I start?" know that you are not alone. There are professionals (like me!) ready to do all the heavy lifting for you and make your online dream a stress-free experience!
I created a FREE guide specifically to help you clarify all there is to know about branding! You can download it by clicking HERE.
Branding is a Journey, Not a Destination
Every step you take in the branding world is an investment in your business's future. However, don't expect immediate results. Like any good book, your branding develops page after page. Be patient and consistent.
If you're still a bit confused, remember that branding is like building a relationship. You're not trying to convince someone to marry you on the first date, right? Similarly, your branding takes time and commitment to develop into something truly special.
A Meaningful Purpose for a Winning Brand
"People don't buy what you do, they buy why you do it." - Simon Sinek
Those who know me and follow me know how much Simon Sinek's work inspires me. The first book I read when I decided to start my entrepreneurial journey was his "Start with Why", in which he explains the crucial importance of defining an authentic purpose for your brand.
This perspective reflects the idea that a brand's success is not only linked to what it offers in terms of products or services but is deeply intertwined with its motivation, values, and mission.
Incorporating a meaningful purpose in branding not only creates a stronger emotional connection with the audience but also influences the brand's perception and customer loyalty. Therefore, in the branding process, carefully considering the "why" of your business becomes an essential guiding element for creating an authentic and engaging brand.
Why is it important to have a purpose?
Having a meaningful and coherent purpose is crucial when it comes to branding because it helps create an emotional and relevant connection with the audience. A purpose provides direction and motivation for the company and helps differentiate it from the competition.
It also provides a foundation for the branding strategy and helps maintain consistency in the brand's message at the product, communication, and customer experience levels.
Examples of Successful Brands with a Meaningful Purpose
doTerra stands out in the essential oils production landscape, distinguishing itself through a constant commitment to quality and sustainability, thus building a strong connection with customers.
Kiehl's, specializing in high-quality cosmetics and natural skincare products, has earned customer loyalty through a tangible commitment to social and environmental responsibility.
Patagonia, an outdoor clothing brand, is distinguished by its dedication to sustainability and social responsibility, contributing to forging a lasting bond with its customer base.
Yogi Tea, a leader in wellness teas based on Ayurvedic medicine, has captured the attention and loyalty of customers through its commitment to using natural and sustainable ingredients.
Branding is a Holistic Process
Branding is much more than just a logo or name. It's the story you tell, the values you promote, and the impact you want to have on the world. Branding is what transforms a company from a commercial entity into a game-changing force.
Let's Recap
Branding: Fundamental From the Early Stages
Branding is more than a marketing strategy; it's the secret to long-term success for every entrepreneur. In a world where audience attention is contested, branding is what captures attention, builds trust, and distinguishes your business from the crowd.
But What Exactly is Branding?
Branding is the art of creating a brand's identity, combining its values with intelligent strategy. It goes beyond the logo and name; it's the perception customers have of your business.
Why You Should Invest in Branding from the Start
Investing in a solid branding strategy is like planting seeds for a tree that will grow over time. It's not just a marketing strategy but a constant commitment to building brand recognition.
Difference Between Brand and Mark
Don't fall into the trap of thinking that brand and mark are the same. The brand is the essence, values, and reputation, while the mark is the tangible sign that identifies the product or company.
The 3 Fundamental Phases of Branding
To create a winning brand, you must go through three crucial phases: Brand Strategy, Brand Identity, and Brand Experience. It's an investment for the sustainable growth of your business.
Branding is a Journey, Not a Destination
Remember that branding is an ongoing process. Every step you take is an investment for the future. Don't expect instant results; like anything valuable, branding takes time.
A Meaningful Purpose for a Winning Brand
"People don't buy what you do, they buy why you do it" - Simon Sinek. A brand with a deep purpose is not just a company; it's a movement. Contributing to the well-being of humanity adds a level of meaning beyond a commercial transaction.
In conclusion, investing time and resources in creating and developing a strong and consistent brand can have a significant positive impact on your business and help you achieve your long-term goals.
Are you interested in working with me to create and/or elevate your brand?
FANTASTIC! I usually book new clients 1-2 months in advance (if you've read the article, you know why, lol), so please fill out the project request form HERE as soon as possible to discuss your business and which of my packages is most suitable for you.
AG Studio guides bold entrepreneurs in the hospitality and personal development industry with personal and/or business brands to conscious growth and sustainable success, helping them stand out online. CLICK HERE to learn more about my services and how I can help you!
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