Think for 1 minute about a brand. In addition to thinking about the name, colors, letters, shapes, sounds, did you also think about sensations and memories?
This is exactly the function of branding: to awaken sensations and create conscious and unconscious connections, which will be crucial for the customer to choose your brand when deciding to purchase the product or service.
All the moves that a brand makes, from creating a logo, choosing the font, speech, tone of voice, company values, jingles, people they will represent, all help to build a brand’s personality. in the consumer’s mind. through perceptions and sensations.
These practices help create value beyond the product. It’s more than the product, it’s who the brand is. It is the creation of meaning through symbols.
How to Do a Branding Job With Digital Marketing
Branding is a concept that came before Digital Marketing. When the internet did not yet exist, brands expressed their positioning and interacted with the public through conventional advertising (radio, newspaper, TV).
With the scenario being transformed by technology, Digital Marketing has brought new possibilities for branding. Some experts talk about the concept of digital branding, which is branding in the digital environment.
Today, a brand can choose super personalized channels at a lower cost to relate to its audience, as well as offer different forms of purchase.
There are several ways to work branding on the internet. We can divide the initiatives into two groups:
1. Visual Identity
It’s the visual representations of your brand that help create an identity in the consumer’s mind: logo, photo style, fonts, colors, etc. The more aligned it is, the more likely and faster the association will be in the minds of those looking for brand options.
Create your brand manual
The manual should include all the colors that the brand can have, what font was used in its creation, what the color codes are, how it should be applied to materials, vertical and horizontal versions, etc.
Determine a style unit
Look for examples of photos that have the same line and that serve as an example of the style you want to adopt for the brand. Try to follow a style, as it will communicate a lot of your brand.
Add your logo
It is extremely important that, when creating your brand, it is also designed for the web. The file formats that are used for print materials are different from those used for the internet. So, think about the application of your brand, the ease of reading, and understanding of the name when it is in reduced versions.
Strategy plays the role of conveying non-visual values, it’s how you convey your purpose. The creation of perception through the strategy takes place at a deeper level, in which the consumer identifies not only with the style but with the values of the brand, creating a stronger connection.
What is your brand personality? What adjectives does she have? If she were a person, what would she be like? These questions help create a clearer mental picture.
What is the brand language? Is it relaxed? Is it specialized? You need to adapt the language to the audience. Research which terms your customers use in casual conversations and adopt the ones that make sense for your brand. Both written and emoji language is a very strong connection tool.
Where is your audience? What channels does he use to relate to other brands and people? There are several channels in which you can relate, such as WhatsApp, email, social networks. Remember that you do not need to be present on all channels, but on those that play a strategic role in the growth of your business.
We recommend that you start with the creation of a website, to include your company in the search results that customers perform. Remember that all the news your brand launches must be on your website at the same time.
The second step is to create a fan page on Facebook, which is now the largest online community in the world. It even allows full integration with other social networks in the Facebook family, such as Instagram and WhatsApp.
Facebook is a great channel for customer relationships and outreach. If you’re looking to learn more about how to use the world’s largest social network for your business, read our eBook Marketing on Facebook.
A good content strategy not only helps your brand stand out in search but makes it visible and gains authority in the medium. Applying branding visual unit concepts, remember that your content must be personalized with your brand identity across all channels and materials.
How Do You Know When Is the Ideal Time to Rebrand?
You don’t have to wait 10, 15, or 20 years in the market to rebrand. After all, this process has nothing to do with time to market, but with business strategy. Therefore, looking inside your company and understanding the moment it is experiencing is essential.
Here are some situations that can be a guide for those who are thinking about going through a rebranding process:
1. When the current positioning does not match the company’s new vision
When talking about strong brands and branding, we are consequently talking about positioning. Therefore, one of the moments to carry out the rebranding process is when there is a misalignment between brand and positioning.
2. When there is an imminent risk of bankruptcy
The world changes, and so does the market. So, whoever becomes stagnant or too comfortable can suddenly go bankrupt. For this reason, one of the factors that can motivate the rebranding of a brand is to row against this crisis.
3. When you go through an image crisis
Another common situation that motivates the rebranding process is an image crisis. This situation is feared by many companies because if it gets worse, it can turn into a reputation crisis – nobody wants that.
4. When you want to change your target audience or niche
Another factor that can trigger the rebranding process in the company is the change of audience or niche. Let’s assume that when analyzing your company, you and your team decide to niche for a segment. How will this transition from a generalist to a niche company be? In this case, rebranding is essential.
With a set of strategies, you will create a more qualified audience. Therefore, it will detach itself from an audience that is no longer strategic or essential. Therefore, many people will leave the mark because they no longer identify themselves. Consequently, you will have an impact on your business.
So be ready to let go, as your business will change. If you believe that your company is going through a similar moment, then rebranding may be the best solution.