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Amadeo Tusell - 23th february 2022

In the process of creating, consolidating and positioning a brand, several factors come together. It is necessary to create an image that reinforces the reputation and values ​​of the company and remains in the mind of the consumer as a reference. To achieve these objectives, five branding elements are used, which we will talk about below.


Brand positioning

When we are looking to position our brand, in order to generate trust, recognition by customers and compete in the market, we must apply branding strategies that allow us to leave a unique and lasting mark.


Within branding, we can rely on its five basic elements, which will help us plan the right strategy to achieve faster and more solid results.


The five elements of branding are naming or brand name search; structure the corporate identity; define the way in which we position the brand and build customer loyalty.


These five elements of branding have a specific order. It is impossible to create a corporate identity without a name, much less make it known and position it.


1. Naming

A brand name gives you a significant advantage over the competition. It will add value to your brand. When choosing the name, it must be considered that it should be unique, legible, easy to pronounce, well-known, give it essence and power of evocation in consumers.


2. Corporate identity

The identity of a company represents what it is, what it does and how it does it; how it is identified and what differentiates it from the competition.


3. Positioning

Branding is the process by which you seek to position your brand in the market. Your strategy will determine the steps to follow to present your attributes and values ​​to the consumer in order to generate a strong emotional bond between the two.


4. Brand loyalty

Another of the objectives of branding is to seek loyalty and among the actions to be developed will be the application of strategies to retain customers and make them loyal to the brand.


5. Brand architecture

Clearly identify the relationships between the different brands of your company and organize the branding strategies for each of them. This will also allow optimization of costs and the development of new products.


Applying the five elements of branding

Now, in order to apply the five elements of branding, we must first do a study of the market and the product that we want to position. This analysis should focus on:


Identify your market and shape your brand

Knowing what your niche is and how to make an impact is vital. Once defined, you can start working on building your brand, which you will start with the naming and visual and verbal identity of your product.


Remember that the name, the logo, the colors will represent your product and must be striking as well as the verbal way of presenting it.


Stand out from the competition

It is necessary to better understand your competition, the brands it manages in the market and everything you need to be able to differentiate yourself and even surpass it, becoming a reference for your potential and current customers to offer the best product or service on the market.


How to differentiate yourself from the competition? Offering current and potential customers benefits that your competitors do not. Adapt to the needs of buyers by filling in the gaps that companies in the same category may have to give your brand added value.


Turn your brand into a reference

For your brand to become a reference, focus on the best you know how to do or, in any case, on the outstanding characteristics of your products. Convince your potential customers why they should buy it, what they will get when they buy it.


Direct your messages only to your target audience

Each brand and its product have a target audience to whom you must address and capture their attention, with clear messages of what your brand offers, its benefits and why it is the best on the market.


Your message must be different from that of the competition, it will be the way to position your brand and become a reference for your customers.


Segment your audience

It is one of the most important steps if you want to achieve the proposed objective. To position your brand and be a reference in your market, in a short period of time, it is necessary to filter your audience, targeting exactly the right one.


Let's take a simple example of segmentation: In the pet food sector, such as dogs or cats, who will they direct the message to? It is very clear that the owners of this type of pet, not the ranchers or horse owners.


Another example of segmentation can be seen in car brands. They are filtered according to the types of cars: luxury, utility or family. In this way they reach the public they are interested in reaching.


Remember that your brand has a specialty that differentiates it from others and that it has a different buyer from others, even if they are in the same category. Position your brand as the best in its area and you will achieve the positioning you want.


Final recommendations

Finally, we recommend surrounding yourself with the best professionals, especially those who oversee customer service and after-sales service. A careful and cordial attention that offers immediate solutions, will make your brand a reference.


Another suggestion is that you do not stop attending events in your sector and participate in social, educational, sports and cultural activities in the community. It is a way to get closer to potential customers, making your brand more human.


This approach to the public will arouse more interest in your brand and the desire to know more about your company or business.


In short: in the search for brand positioning, the five elements of branding will indicate the guidelines to follow. Focus on your business and adapt it to the needs of consumers; the rest will be defined by the strategies that the branding indicates.