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Amadeus Tusell - 23th january 2022

A million products throughout the world but very few known. When was the last time a product presentation struck a chord with you? Very rarely is it possible to feel really identified with something, but when it happens it is impossible to let go.


In a market where variety is the most abundant feature, it is necessary to find a differentiating element that makes the product stand out from the competition, catapult sales and become a point of reference.


The best brands reach the highest numbers and even become benchmarks in culture, but this does not happen by itself or thanks to a stroke of luck, behind it there is a great gear of strategies and consistency. However, the first step to do so is to become familiar with the ideal tools to achieve this goal, so keep reading and learn about the concepts that will make your brand the best known.


What is branding?

Like many words adopted from the English language, branding refers to the strategic management of all assets related (directly or indirectly) to the brand. This process is aimed at making and building a brand by influencing its value.


The main purpose of branding is to position itself as the first option when thinking about a product in the minds of consumers by awakening sensations and creating connections that make the final choice unquestionable.

However, the fact that branding focuses on generating a memorable image and, even more so, touching emotions, is a task that requires incredible perseverance, but whose results are doubly beneficial.


What is a brand?

Beyond the logos, colors and names, a brand includes a visual identity, it is what differentiates one company from another and that can make its products the best or worst in the market depending on the degree of acceptance that it gives your target audience. Likewise, the brand can be understood as the set of feelings and experiences of consumers.


To achieve success, brands require clear values, purposes and objectives to guide their actions, which is why branding seeks to enhance its power and position it at the top of the rankings.


Branding’s objective

Branding works from the perfect harmony of concepts such as brand, planning, structure, management and promotion. In this way, branding seeks to ensure that stakeholders (public of interest) are aware of the existence of the product or company by increasing its position in the market through the improvement of its visibility and reputation.


Likewise, building a clear and focused vision of the brand and how it wants to be perceived, as well as ensuring sustainable growth, are essential elements of branding, since intelligent and lasting growth is synonymous with a company with a long and successful life.


Branding elements

Reaching the emotions of the public is a complex task that requires precise and capable strategies, which is why branding comprises a series of elements that come together and help to give meaning and impact to the entire visual apparatus of the brand. However, those essential to form the visual identity could be summed up to three:


-Color: Primarily, colors will help make the brand identity more attractive. However, the immense range of colors not only fulfills an aesthetic function, but when used correctly they can touch aspects of psychology, since each tone and each color is capable of conveying a certain idea and arousing certain feelings.


It is recommended that the colors chosen as institutional try to express the essence of the brand that makes it something memorable and easy to associate, for this it is necessary to ask: What colors can help to communicate the attributes of the brand?


Similarly, it is important to emphasize that the appearance of colors requires consistency and repetition, since the association of one thing and another does not occur in short periods of time.


-Symbols/illustrations: Like the logo, the symbols and illustrations help to support the identity of the brand, give it coherence and show the message that is to be conveyed through illustrative techniques such as geometric shapes, circular shapes, textures, etc.

The function of the symbols and illustrations used is to unite all the points strategically in accordance with the brand and create a completely coherent and attractive image.


-Typography: This detail is extremely relevant for the design, since the typeface is capable of giving the brand a more or less formal, fun or creative character. Precisely, typography is generally divided into two types of fonts: primary and secondary.


Primary fonts are the most well-known typeface used in the creation of the logo, while secondary fonts are considered supportive and are usually used for social networks and marketing campaigns.


Creating a company is simple, breaking into the market is really difficult considering the amount of competition that day by day is making life in the business world. However, achieving success is not impossible, it just takes a little perseverance, perseverance and good guidance.


In short, branding is the ideal tool that effectively understands each of these necessary pillars to catapult your brand to every corner of the world and for users to choose it repeatedly. Do not be left behind and make the branding strategy your best ally.