Brand Marketing, Brand Strategy and the Elements of Branding
Branding defines the complete experience of a customer.
A strong brand helps consumers perceive a business positively and take pride in using a service or product from the business. Having this strong brand identity in place makes a business recognizable and differentiates it from other enterprises in the market.
In this blog, we will look at the various elements of branding that together help a business create a strong brand image and open opportunities for business.
- The Importance of Branding
- The Importance of Brand Marketing
- The Importance of Brand Strategy
- The Elements of Branding
The Importance of Branding
Brand marketing is a strategy implemented by businesses to promote services and products by highlighting the overall brand. This is one of the main reasons why customers always go back to a particular brand over others in the market. Branding is not just about creating an impression that a particular product or service belongs to a business, but it also helps build a favourable image of the business as a whole.
The Elements of Branding
Branding comprises several elements that guide a business to create an identity for itself in the market. Here are a few of the most important ones to consider:
Brand Awareness
Brand awareness defines how aware customers are of your brand, product or services. When a customer is presented with a choice among products from various brands, it is more likely that one will opt for one from a known brand. Brand awareness plays an important role in a customer’s purchase decision.
Brand Recognition
Brand recognition implies how well a customer can recognize a company’s logo, tagline, packaging and other brand attributes. A business needs to deliver consistent marketing materials to the consumer in order to build brand recognition. Audio and visual media play an important role in creating brand recognition like slogans, jingles and so on.
Brand Recall
Brand recall is the capability of a brand to be recalled by a customer for a particular type and class of a product. It can also be referred to as the “top of the mind” recall of a brand or company when asked about a general product category like cars. Brand recall is generally analyzed using surveys where the participants are asked to recall top brands for a certain product category.
Brand Positioning
Brand positioning is the position of a brand in the mind of customers for a particular product or product category. Brand positioning sets a brand apart from competitors in the minds of the consumers and defines how a customer perceives a brand when compared to competitors in the market.
Brand Image
Brand image is the collection of the beliefs, ideas and impressions about a brand that a customer perceives while using or learning about a product. A brand image is how the customer thinks about a particular brand.
Brand Identity
Brand identity represents visible information about a brand comprising its logo, colour, design and other visual elements that help customers distinguish a brand from its competitors. Brand identity defines the intention behind a branding strategy that helps create a positive brand image.
Brand Personality
Personality is the emotional perception that a customer perceives about a brand from its brand identity elements. Taking the example of cars, Landrover is associated as a tough and bold brand compared to a BMW.