Chances are you've already heard of
branding and know how much it has to do with building a company's brand. If so, you'll know how important it is to have the right brand.
This concept is key to
boosting your brand's presence in the market , so we are going to talk in depth about branding and how we can define and create our brand.
What is Corporate Branding?
Branding is a very simple and organized process that consists of
studying, designing and creating a brand for your company.
To begin with, we need to know what our
added value is, that is, what makes us different from other companies in our field. This is linked to the opinion that users have about us or, in other words, our
brand image.
When we stop to get to know ourselves, we can already ask ourselves the question “where do we want to go?” We must be very clear about what our
objectives are as an online store and in what
environment we should work.
With an appropriate
corporate branding strategy we can respond to all these questions and achieve our objectives, as we will see in the following points.
Product Branding
Continuing with corporate branding, we cannot forget that we must also work on
product branding , since this will help us to
enhance the values of our brand . We must strive to make our products the preferred purchase choice of users.
To
work on product branding, we must know that these must provide
differentiation, relevance and credibility . We cannot promise what we do not have, nor offer products that do not satisfy any clear need, and we must not forget the importance of offering something better than the rest.
What is Branding Strategy?
With a correct
branding strategy we can position ourselves in the minds of potential customers. To do this, we will have to invest in advertising and
SEO positioning , but, above all, we have to know who our target audience is.
It is very important that your business has a presence on social media and that the content is good, so it is essential to have a corporate blog.
You will need to take into account both emotional marketing and the form of communication. These two points are essential to convey your message in the best way and awaken the emotions you are looking for in users. In short,
connecting with the customer .
Naming
It's very important to choose a
name for your brand that is easy to remember, easy to pronounce and that is associated with a specific concept. Brainstorm and choose from what you have come up with. As absurd as some of the ideas may seem, they can lead you to the perfect name.
Visual image
A logo that is associated with your brand is essential; whether it is
a logotype, imagotype, isotype or isologo . Keep in mind that it is the first thing that will reach the user and it must represent your entire brand in the best possible way, everything that you want to convey.
Communicative Tone
As we said, this is a very important point, your
way of communicating is key to transmitting a brand image in line with your product and the essence of your company. Your communication on social networks, blogs and on your own website must follow the same line and must be identifiable.
Your way of speaking will be more pleasant and friendly or more formal depending on your products and your brand image. Remember that your way of communicating is a key point of
your company's corporate branding .
Content Marketing
It is advisable to include text in all sections of your page: blog, categories, products, etc. Google needs you to tell it what you have and offer, this way you will be able to position and optimize your page, otherwise it would be very difficult. A good
content strategy can have a better effect than advertising systems.
Brand marketing
Even though we work on our brand as much as we can internally, it is essential
to invest in advertising , since we all trust a product we have seen somewhere more than one we don't know at all about.
This is where
Brand Marketing comes in. It basically consists of using advertising to promote your brand, build an image and add value to your products.
For companies with a small budget, the best option is
advertising on social networks . In addition to being cheaper, it is less intrusive and annoying for the user. On the other hand, we also have
advertising on Google , which is also highly recommended, since appearing in the SERP will generate trust on the part of the client.
Defining your Brand Marketing
Now that we know the importance of advertising, we must bear in mind that it cannot be done in any way. For it to be truly effective, both on social media and on Google, we will have to analyse the environment and
define our Brand marketing strategy :
-
Segment your target audience : To fine-tune your message, you need to know and understand your audience; their behavior, goals, challenges and concerns, age, sex, education, etc. So that your message is not empty and makes sense.
-
Establish an emotional connection : Appeal to the customer's emotions, find the point of connection with your company and make it shine.
-
Clear message : Your message should be clear and concise. Directly state what you offer. Get to the point.
Although we know that it is not easy, taking into account the
branding of a company , working on the marketing strategy and carrying it out with the support of Brand marketing will help us a lot to
improve our business and achieve our objectives .
There are many companies that started from scratch carrying out a
corporate branding strategy and that today are succeeding with their online sales business and have a consolidated brand image.
At
Linea Gráfica we encourage you to carry out corporate branding in your online business and, if you are already starting, tell us how it goes in the comments!