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Amadeo Tusell - 23th february 2022

Currently, the creation and establishment of companies that manufacture, produce and sell varieties of products has proliferated, resulting in the promotion of new forms of marketing, which are supported by technological advances that arise in changing societies.

The rivalry that arises between companies that market the same type of products or with similar characteristics increases notably every day, which has led to the implementation of key advertising elements that make a difference and favor positioning in the market.

The power and influence that an entrepreneur can have and the way he perceives his Brand is represented by the good management of marketing and Branding, which, although they are different actions, must be combined to jump barriers, overcome the competition and achieve customer preference.

The effort to achieve high levels of sales and not fear other similar brands has made manufacturers and producers worry not only about ensuring that their products meet the best quality standards, but also that managing promotion and dissemination generates links that emotionally attract the consumer.

In this sense, talking about Branding implies connecting the values ​​of a company and linking them with the objective, vision and mission that inspired its creation to define the identity of its Brand and achieve a good sales strategy, which also allows it to be treated preferred by customers.


Why does Branding arise?

Since its inception, it has emerged as the most practical way of marking goods or products out of respect for property. Over time it has evolved and although its initial purpose remains firm, at present, it is also used to expand the Brand and make it a benchmark against the competition.


In the business world there is constantly a battle, a struggle to reach high levels of consumption and sales, which is achieved when the Brand is recognized, demonstrates authenticity, truthfulness in its benefits and customers can connect emotionally, to become loyal allies.


The initial analysis resulting from the fusion of the values ​​and objectives of the company that is born from within and is developed outside with the clients must be manifested through the Name, design, fonts, use of colors and shapes, since the visual part It directly influences the user's other senses, emotions and mind.


In this way, the construction of the image of a Brand obeys and reflects sensations that produce memories and experiences in the consumer so that he remains loyal. It is a decision that must be considered in the long term, so that it lasts over time and can be transmitted from generation to generation.


In summary, Branding is a fundamental tool that must characterize the Brand so that customers identify with it and can express or demonstrate their sense of belonging through loyalty. It is crucial that the community recognizes it and feels that it is relevant and provides multiple benefits.


Branding as a key element of the Brand

The accelerated pace that characterizes the changes driven by technology forces individuals, among other things, to better manage their time, carefully handle the large amount of information that arises daily, value more their security, freedom, knowledge and power of adaptation, both personally and professionally.


The successful businessman, committed to his organization does not escape from this situation, on the contrary, he must take advantage of these changes to generate trust, good expectations and guarantee that his Brand is the market leader and becomes a key reference, whose strategy impacts and connects mentally to the client.


In the process of construction and development of the Brand, it is committed to exceeding consumer expectations, the appropriate Branding must be designed to measure, so that it motivates, changes and influences in such a way that it does not allow it to lose its relevance, when emerging another signature that diverts the attention of users.


In the use of Branding for Brand positioning, it is essential to consider factors linked to communication, design, marketing and some elements of psychology, which as a science studies emotions and mental processes, which influence the decision-making of individuals.


Branding places the difference in the Brand, makes it unique, allows the customer to think about it and feel it. It reveals the essence of the product, its usefulness, value, location in the market and also attracts the perfect user to motivate their loyalty.


Characteristics that distinguish Branding

• It is unique and authentic.

• Transmits the power of the Brand through creativity and through social networks.

• It changes and is constantly updated, according to the progress.

• Adapts and takes into account the needs of customers.

• Express coherence, constancy and clarity.

• Conveys loyalty and trust.

• Generates emotions, dialogue and verbal and gestural communication

• Influences and convinces members of the organization and customers alike.

• Is attractive and interesting.

• Mix verbal, visual, graphic, chromatic and psychological signs, properly selecting the use of color, typography, symbols, images.

• Selects the talent and values ​​of individuals and empowers them.

• Disseminates and projects images that attract attention.

• Transmits ethical and moral values.

• Generates strategies to achieve sustainable development.

• Spread positive and appropriate messages to persuade consumers.

• Develops positioning and fidelity.

• Guarantees quality standards.

• Use slogans or phrases to reinforce the quality and benefits of the Brand.

• Generates customer satisfaction, when they feel good and are convinced of why they bought the product.

• Highlights the knowledge and culture of the Brand.