The purpose of branding is to attract and retain customers by creating conscious cashapp database unconscious connections with the brand, which will allow them to choose the brand when making a purchase decision. Companies must work on their branding strategy to build a positive perception of their brand, products or services. This is possible through a set of actions aligned with the company's mission and values.
Steps to Branding
Before using branding in a company, it is important to clearly define the company's identity, as well as the value proposition it presents. A company's identity encompasses the values it defends and conveys, its appearance, its history and organizational culture. The value proposition refers to what the company (or products/services) offers to the customer that makes a difference in their lives.
1. Defining the Branding Objective
It is important to clearly define what you want to achieve with branding. For example, to promote brand growth or increase sales.
2. Alignment with Brand Identity
Defining the company's identity, as well as the value proposition it presents, is very important in the branding process.
The following questions can be used to determine identity:
What the company does;
How the company does it;
Who the company is for;
What is the company's identity;
And it differentiates it from other companies.
3. Branding Planning
A plan must be created to achieve the proposed objectives, which includes the name and logo, but goes beyond that. Explore branding using the different senses (if applicable):
Visual - brand, logo:
Auditory - soundtrack, slogan;
Olfactory - associate a fragrance with the brand;
Taste - associate a certain taste with the brand;
Kinesthetic - adding texture, relief to the logo, for example.
4. Use of Available Resources
The use of various tools helps to create and shape the brand:
Competitive price;
Experience acquired in a store context;
Advertising and communications;
Branded content;
Visual identity (logo, website and colors, etc.).
