Home   →   Featured Articles   →   Branding


Amadeo Tusell - 23th febrero del 2022

Branding is the process of creating a new brand, giving it an identity. To achieve this purpose, a whole strategy must be prepared to build the image and perception that customers will have of your brand, creating a positive connection between the two.


Building the Branding of your brand

Every business owner wants to build a close relationship with their customers, establish a direct connection and try to influence their purchasing decisions. This is where all the planning begins that will determine the steps to follow to position your brand. Let's see how Branding is done.


In the Branding process we can distinguish two elements: What we see or visual and verbal identity. And what we don't see, which is the brand strategy.


Visual identity

It is the way your brand is presented: Name, logo, colors and typography, in addition to the verbal identity, which is the way your brand is presented. Who is it addressed to, the tone to be used and the message to be transmitted.


Brand strategy

Brands are born with a motivation and the promise of satisfying the needs that other products in the same field do not fill. We must work on the strategy based on its values ​​and attributes, with a clear mission and vision that will give it its own personality.

To define what the brand strategy to be developed will be, we must investigate and answer some questions, which will allow us to know where to go for its construction.


Knowing how to interpret your brand, knowing the product in depth, which consumer it is aimed at, the tone in which it will be presented, what it has to say and its value propositions, you will be able to develop a Branding strategy that differentiates your company from the rest of the sector, attracts potential customers and set you on the path to success.


How to brand your brand?

As we have established, branding creates and manages the identity of your brand, making it known and remembered. A good branding strategy would be, for example, letting your customers know, beyond the product you sell, what your company does and the social activities with which it collaborates.


It is important to produce an entire experience for consumers. They will buy trusting the values ​​of your brand and the quality of your products. Some steps that a branding strategy must follow and position your brand, taking into account your Buyer.


• Present your brand in an attractive way, both visually and in terms of company values. Define tone and voice of your brand.


• Let your customers know the value they will get by buying your product.


• Convey emotions with which customers identify. Create emotional bonds between your brand and customers


• Adapt your brand to changes. Evolve with the times without losing your identity. Your company's ability to adapt to changes will maintain its position in the market and add value to consumers. Keep yourself updated.


· Make your customers loyal. If your brand is among their favorites, they will become the best promoters and ambassadors of your products. Thank you for your loyalty via email; attends to their requirements, clears their doubts and converses with them on social networks. Offer them prizes and discounts for their preference to your brand.


• Do not lose sight of the competition. Differentiate yourself from them by offering what they don't, for example if the competition offers a delivery service for a reasonable price; You also offer delivery, but for free.


• Talk with the competition, share their network content, comment on their posts. This will be seen as honest and fair competition that potential customers will value.


• Link your website with social networks and emails, keeping total coherence between them. Keep networks updated and respond to customer questions promptly.


• Take an interest in your potential customers, especially in their social environment. Promote the approach of your brand to the communities, to provide support in cultural, educational and recreational activities.



Types of Branding

It is important that you know and differentiate some of the types of branding that exist, each of them has its way of managing the brand. Among them the best known:



Personal Branding works on the brand of specialized professionals in their areas of performance.



Works brand management of companies and their products. Every company that seeks recognition of its image needs to implement a whole branding strategy that positions it in the market.



As its definition says, it is the one used by the heads of political campaigns to create a positive image of political candidates, with which voters can identify.


Employer Branding

Perhaps one of the least known and practiced brand strategies is the one that refers to the investment of company resources in the training of their workers. Transmitting the company's values ​​will make them the best representatives of the brand.



Your product is important, as is the brand that will represent it. It is vital to start by working on the values, purpose and positioning of your brand, to present it solidly to consumers.


Once the positioning objectives have been achieved, constant monitoring must continue, measuring results and offering added values, to position your brand in advantageous places within the competition.


The Branding process is constant; it needs daily planning, development and management that will deliver long-term results. But once the objectives worked on have been achieved, they will be maintained over time.