Branding is the platform on which the knowledge and recognition of a brand or product advances, there are ten elements that you should know about it to be able to apply its full potential and achieve greater sales and market presence, throughout these three articles, you will learn what these 10 elements are and how to apply them to your company.
The third and final article about the 10 components of branding is this one. Three of these elements, specifically, were discussed in the last installment.
The term “brand value” describes the reputation that a brand can acquire when it can create sales on its own as a result of the clout, credibility, and familiarity that the brand enjoys with the general public.
The customer experience, which is what a person expects to live and feel independent of the location or circumstances of the purchase of the good or service, was the second factor discussed in the previous article.
The third component is brand difference; regardless of how similar two brands may be, we don’t want someone to mistake one for the other.
The final three components of branding—brand communication, brand consistency, and brand breadth—will be discussed in this article; continue reading to learn more.
Table of Contents
Brand communication
Brand communication refers to any effort made by a company to publicize its brand through marketing initiatives, such as banner advertisements on public highways, pamphlets, mailings, radio and television advertising, social media advertising, etc.
All of this advertising work will increase brand recognition, make customers feel a part of the company, and foster relationships between the brand and the neighborhood, its people, its shareholders, and other businesses.
Additionally, the brand’s communication aims to convey its advantages to potential customers as well as its qualities, values, and beliefs, as well as how it may help the broader public with its problems.
Your brand must resemble an unmistakable light, like that of a lighthouse that guides ships to a safe harbor, and ships do not confuse the lights of the city with those of the harbor. Thus, the light of your brand or your product must guide the consumer to buy the right product for his needs, without being confused with other names and other brands, the customer will recognize your brand among the others and will prefer it because of the trust it provides and the identification he feels towards it.
Brand consistency
We have heard that it is better not to promise than to promise and not deliver because the credibility of the one who has promised is affected
Delivering on promises is what brand consistency refers to because consumers are aware of the brand’s claims and want them to be kept. As a result, the brand’s success will depend on its capacity to fulfill these claims, both in terms of the product itself and the brand’s values.
The latter refers, for instance, to the idea that if a company claims to be environmentally friendly because its packaging is biodegradable, society as a whole expects that claim to be kept; otherwise, the company risks damaging its reputation and losing the public’s trust, which will be very challenging to regain.
The same happens with brand values, if your product is identified with certain values that society appreciates, these values must be present in all the company’s actions. If you talk about social solidarity, there must be a program that develops plans to help the needy, this will demonstrate to society that the company’s values are real and people with similar values will support the brand because they feel identified with it.
Brand breadth
Imagine a company that has earned the public’s trust by living up to expectations, upholding core principles, keeping commitments, or simply developing a rapport with the general public. Now, that brand has the potential to increase the range of products it provides. It is what many refer to as an umbrella brand, covering several products that might or might not be related to one another.
Product depth refers to how closely related two items are. As an illustration, consider a brand of cleaning supplies that includes soap, bleach, liquid detergent, etc. Including when these goods come in a variety of hues, packaging, smells, etc.
The alternative is to capitalize on the brand to provide various items under that name. For instance, a well-known food brand that began with a dairy product can later include sausages, wheat derivatives, or any other product that differs from the one they initially introduced to the market.
This concludes this series on the ten elements of branding and how to implement them in your company to gain recognition, preference, and loyalty from your customers.
From here we think that one of the fundamental pillars of a company is its integrity, so we insist that the brand must remain true to its principles and values, fulfill what it promises and remain attentive to the demands and changes in consumer habits. We hope you have found these tips useful.
