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Amadeo Tusell - 22th may 2022

When you own a business, the owner intends to endure over time. In general, it stops being traditionalist and adapts little by little to the global changes that the current economy is undergoing. One of the ways to stay active over the years is to position your brands at the hearts of consumers, but how do we achieve this goal?

Well, currently there’s a somewhat simple and practical way of formalizing a brand within a particular company, this is under the name of Branding, which is nothing more than creating and managing brands using various elements and strategies.

It is worth mentioning that the Branding process is responsible for managing and planning (in long term) the creation of each of the elements that revolve around a brand, considering the perception that consumers will have of it.

On the other hand, Branding encompasses the concept that a brand must be planned, structured, managed and promoted. In addition, it has a series of objectives, including:

To position the company.

Increase relevance in the market.

Improve the visibility of the company.

Achieve and maintain a good reputation among consumers.

Establish the company’s sustainable growth.


Branding and Brand management


Branding is made of a set of actions related to the positioning of your brand. Your goal will be to create conscious and unconscious connections with current and potential customers that influence their purchasing decisions.

Branding will focus on managing your brand to make it known and desired, positioning its positive image in the minds of consumers.


It is important that you remember that your brand is much more than a logo and a visual identity; it will define the needs and experiences that will stimulate the acquisition of your products or services.


It is important to bear in mind that each person understands a brand in a subjective and very different way, depending on their social, cultural, economic context and their experience with the company that supports it.


This is the main reason why good brand management, through branding, is key for any company, regardless of its sector. Branding will allow your brand to be recognized and naturally associated with customer’s emotions and experiences towards your product.


The secret of good brand management is based on designing the right strategy, which can create a very close link between consumers and your product and is also capable of attracting potential customers through loyalty and reference of your current customers.


Managing a brand is establishing and making known its image, values ​​and defined and coherent purpose to generate positive perceptions and emotions in the minds of your consumers.


Remember that your brand is the perception that your audience has about your product. What you do, what you say and how you say it to generate feelings, thoughts, and expectations in your customers.


What is a brand?


In general, brands are often confused with some graphic aspects, such as a name, a symbol, or a logo. However, a brand is much more than a formal aspect. Since it is a series of meanings that are attributed to an offer, this in addition, generates a predisposition to it.


Let's consider the brand concept, from different perspectives (internal, external and from the management perspective):

• Internal: the brand is considered an expression of a company's purpose, as well as a commitment to the various interest groups (consumers, investors, employees, others).

• External: From this point of view, the brand is everything that individuals think, feel, and share about a company or a product.

• Management perspective: in this case, a brand is considered a tool capable of generating links with consumers and creating value for both the company and society.


It should be noted that today, consumers are well informed and much more demanding, which is why what they expect from a company is an excellent product or service at reasonable prices, which also provide memorable experiences, for this reason, a high professional level is required when building a successful brand.


Characteristics of a brand

A brand is formed by a word, a sound or even both. It is worth noting that these elements are ideal for identifying and differentiating a company's product from the rest of the competition. So, brands are characterized by:

• Grow rapidly among competitors within a given market.

• Sell at higher prices, managing to increase the profitability of the company.

• Attract and retain customers and employees with little effort.

• Expand into new territories, to be more successful.

• Generate equity value, assuming a considerable part of the value of the company.



Branding y Marca, ¿son lo mismo?


Some individuals are often confused when talking about Branding and the brand, which is why the difference between the two terms is established below.


Firstly, we clarify your doubts regarding Branding, which is a procedure that establishes the construction, growth, expansion, and consolidation of a brand. It is worth noting that, during this process, various actions necessary to manage the brands are established, as well as to generate its value, develop its potential and durability over time.


On the other hand, a brand refers to the strategy of the organization, to position the company, considering aspects such as value and meaning for the public of interest. It should be noted that not only consumers are considered, but also employees, administrators, and investors.


That is the reason why the creation and management of brands involves the participation of each of the company's departments, not just the person in charge of marketing.


Tips that allow a Brand to last


As mentioned before, current globalization brings with it new trends and customs, for this reason brands must always remain relevant, even more so in the current competitive and demanding environment that exists in the market, which suggests difficulty in positioning. through the years. However, here are some tips for your brand to last over time.

• Make sure your brand has a clear purpose, as well as a distinctive identity and personality from others.

• Build it from the very essence of the company, always maintaining the same focus.

• Allows her to be flexible and open to change.

• When creating it, do it in a way that is proactive, in the same way, that it can be extended in its purpose, considering the reinterpretation of concepts and new sectors.

• Manage in a transparent, authentic, and sincere way. With a high commitment to society, and why not? With the whole world.


In summary, Branding is a process by which a brand is managed, to make it known in the market, it is created with a positive image, to position it in the minds and hearts of consumers.