Branding is used to attract as many customers as possible. Branding is a set of measures that emphasize individuality and achieve recognition. Very often it is used as a synonym for the definition of “trademark”.
It is often seen as a way to monopolize the rights to products. A brand is an object of purchase and sale. It is any company’s way of justifying a cost premium. The most expensive brands worldwide as of 2012-2013 are. – Apple, Coca-Cola and IBM.
The subject of branding can be any object. The most common types of branding are described below.
Product branding
Product branding implies the development of a recognizable image of products with the help of visual and verbal elements. In fact, it is realized through the creation of logos, labels, packaging. The main purpose of branding in this case is to promote the product in the market among competitors, to create a loyal attitude of consumers to the product.
This is not easy enough to do, as you need to study the current product market and the psychology of consumers. After that, the work of designers to create a well-recognized product brand begins. The individuality of the product is the key to the success of the whole company.
Service Branding
The concept of branding can also exist in the service sector. However, not all standard recommendations can work in this sphere, as a service cannot be “held in your hands” in advance, it is not a specific product. For example, no one will change their Internet provider if they are satisfied with both the prices and the quality of work, but new companies are constantly appearing, which must somehow attract attention.
Branding of services is carried out by releasing additional products, attracting manufacturers of well-known goods for advertising. An example of branding of cellular communication services can be scarves and other attributes of Beeline, sale of exclusive models of phones in certain stores, etc. In banks, services are made tangible with the help of cards.
Branding the individual and the organization
An individual or any organization can brand itself. Branding an individual or an organization is a set of techniques that require continuous improvement of both individuals and the whole team.
I-Brand is most often created by the heads of organizations. This leads to both financial benefits and affects the work of the entire enterprise, motivating employees. It creates an image of an individual person and a corporate identity for the company. When working on a self-brand, you should not forget about the little things:
- interesting voicemail text on the answering machine;
- style of dress;
- workplace design;
- resume design;
- stationery, business cards.
Whendeveloping a corporate identity, they think about the logo and the name of the company, choose their colors, make slogans, add features to the processes of customer service, the work of employees. This is how Facebook creator Mark Zuckerberg went to work in a T-shirt and shorts. This not only helped him create his own brand, but also spread to all employees of the company. It is necessary to adhere to the concept of uniqueness and the search for “zest” in everything.
Internal branding
While managers put a lot of effort into promoting products or services among competitors, internal branding is often forgotten. All company employees should be inspired by the ideas of their brand and support it in every possible way. Conducting such a policy will help to unite the team, improve the quality of work. It is carried out with the help of training materials, painting the office in the colors of the company, hanging posters. Also, pleasant working conditions are created. The main thing is that all the principles declared by the company are really observed and the employees see it.
Employer branding
Most companies today realize that to produce good products, they need good employees. There is an increasing global demand for high-level specialists Employer branding involves creating a favorable environment to attract new employees.
Internally, there should be changes in the working environment that can attract and retain valuable employees. Professionals usually have the right to be “capricious” when choosing an employer. They should be satisfied with the salary, organization of the workspace, work schedule and the principles that the employer adheres to.
Political branding
An entire art form is political branding. It was formed on the basis of commercial branding. The purpose of such branding is to create an image for a person and his party, so that he was visible in the political sphere and could keep his supporters for a long time. When creating a brand, the expectations of the target audience are used, the more the character of the person, his actions correspond to them, the more successful he will be. Part of the direction is the development of slogans, symbols and the name of the party.
Branding in the arts
The art sphere is fundamentally different from commerce. There are no clear laws on how to brand in the arts. Art is music, theater, cinema, paintings, etc. That is, people are offered not the object itself, a person, but impressions from contact with it, contemplation. Some singers, such as the Beatles or Madonna, can become famous brands. To create a brand in music, you need to choose a person, train him or her to behave properly in public, order a song for him or her that will become a hit, and expose him or her to the public as often as possible. The approach is somewhat similar to creating an image for politicians, but it’s harder to anticipate audience expectations. So there can be brands among paintings and among theatergoers, for example, Volochkova.
Sports branding
Promoting sporting events is not as difficult as it may seem. Individual athletes can also become a brand in the sports field. They are promoted by their own achievements, although sometimes individuals without outstanding achievements become brands, for example, Anna Kournikova became famous without any major achievements. Sports branding consists of holding competitions and broadcasting them. One of the biggest sports brands is the Olympic Games, and other major competitions in individual sports are also taken into account. The brand will be successful if any person will experience together with the athletes, watch the competitions.
Territory branding
Not only tourist centers can be interested in branding. Branding of a territory allows to create certain associations with it, putting it in the most positive light. The quality of life of the population in a certain territory depends to a great extent on branding. The policy is carried out in such a way as to attract as many external resources as possible and to keep the local population from moving to another city. At the same time they try to attract both tourists and investors. The strategy is applicable to both individual cities and regions.
Retail branding
There is more than one store or shopping center in any city. They are also constantly competing with each other, trying to lure more customers. Retail branding combines the work of architects, the use of modern technologies and materials in construction and decoration, and design labor. For example, a glass shopping center will be more sympathetic than an ordinary store in a stone house.
Every person has a daily need to feel new emotions, and they go to stores for them. Maintaining the image of the point of sale is the key to successful realization of products. For this purpose, logos are created, certain colors and elements are used in interior design, promotions are held, posters and billboards are printed.
In general, branding selects a certain object and tries to get it recognized among other people, the target audience. People, things and feelings can be promoted. The main thing is to correctly determine what people want to get and constantly monitor the situation.
Branding agency KOLOROwill help you create a successful brand. We master all branding technologies: starting from thebrand name,corporate stylebrandbook and finishing with design solutions for the design of the trade object, advertising products,POS-materials. In addition, we will provide you with high quality marketing support.
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