It is important to have a brand value of a company since It creates an impression in public, thus branding is an identity and responsibility of business. It is an idea which has characteristics like a name, symbol, design, words, etc. to stand apart from others in the market. A brand is what makes the product identifiable and differentiable from its competitors.
Let us discuss the importance of branding identity and responsibilities.
Branding is a marketing strategy to influence public perception about a product, service or organization. The method involved in establishing a unique name and image for a product in the customers’ mind, primarily through marketing campaigns with a constant theme. Branding purposes to create an important and distinguished existence in the market that fascinates and holds loyal customers.
It is a brand’s responsibility to create a design, logo, name, symbol noticeable/recognizable which leaves a strong impression on the customer or viewer mind.
A responsible brand exhibit a social mission or purpose which isn’t an “add on,” but rather a value which is there in the very DNA of the brand. Imbibing a social message or mission in a brand is also called as Brand social responsibility.
Best brand responsibility is built on three parameters such as authenticity, commitment, and courage for social welfare. Authenticity encompasses continuity in service and quality, credibility is to prove that you can accomplish the task which you’ve set for, and integrity is the brand’s honesty.
A brand identity is a visible element of a brand that represents the organization or business. Visible elements comprise color, design, and logo which are identifiable and distinguished from other brands. This helps in creating a long-lasting image on consumers’ minds and brand identity is different from a brand image. Former Branding in the market corresponds to the intention of goal cultivating with its name, design, logo, colors, shapes and other elements in the product promotion. It also includes advertisements and training employees to interact with consumers.
Branding concepts are the actual result of successful or unsuccessful business in the market. All these concepts together create a “brand identity.” A brand identity is a different category from a brand image.
A Brand Identity is a message a consumer receives from the product/organization. The brand identity will decide the product sale in the market.
It should be a consistent message received by the audience.
Creating a brand identity to impact consumers is to devote yourself to the process of sharing, understanding perceptions of the brand with the world. Correspondingly, you need to do a lot of research to build a brand that creates an impact. You can start your research by looking for your value in the market, your goal statements and the essence of your business. Once you determine these parameters clearly, you should start diving a little deeper into the following aspects:
Identify the audience: Though a number of businesses want to connect with a wide range of audiences, there are only a few businesses that successfully reach their targeted audience. This is due to a lack of observation and the ability to identify the potential customer/user for the business. You need to track down the people/ group which can be beneficial for your business. By identifying a potential customer, you can decide on how to appeal to their personality and needs.
Know your competitor: It is really important to know your competitor when you create a brand identity. It requires thorough observation and analysis of your counterpart or competitor in the market to come up with something unique and different from them. This will help you avoid creating a similar brand to your competitor.
Your personality: Your business will have a personality based on your essence and core values. Your business will reflect your personality through various forms such as the color of your brand, font, design, logo and the tone of voice you use in blogs and social media posts.
Strengths: It is useful to know your strengths in the business propositions and determine the advantages it has against your competition.
Weaknesses: Every human have weakness and business too, it is important to identify the weak point and the disadvantages it creates. By identifying the weak areas of your business, you can come up with a plan of action to avoid it to avoid the bad impact it will have on your business.
Opportunities: Identify the opportunities and direct your business towards it which will help you develop your business.
A SWOT analysis will help you figure out your position in the market and start implementing the design and communication elements to improve your brand identity.
Every brand needs a robust set of brand guidelines in order to present a consistent identity to the audience and consumers. In other words, regardless of the size of the brand toolkit, it should summarize every aspect of the company to ensure you present a uniform presentation for the audience or public.
Regardless of the size of your brand toolkit, it should be the thread that holds together all the distinct aspects of your company, ensuring that you present a uniform appearance to the public.
When you approach the concept of marketing for the first time, you’ll learn that consistency is just as important as creativity when it comes to capturing the hearts and minds of your audience. Repetition makes it easier for people to understand the feel, look, and shape of your brand, from visual elements to tone of voice. A consistent face for your brand image builds trust, familiarity, and brand value.
Unfortunately, maintaining brand consistency isn’t simple. Creating your brand identity guidelines is the best way to make sure that all levels of your sales and marketing departments are working on the same page.
Designing your own brand guidelines means considering the details of your company, and what you want people to associate your business with. At a simplistic level, brand identity is all about the perceptions that other people have of your brand. These perceptions come from an insight into everything from your logo, to your brand story, and even your social media marketing campaigns.
Once you have an idea of what you want your brand to be, your brand guidelines will help to establish the voice, personality, and image of the company in everything you do. It will help your employees communicate your message more effectively, and give designers a guide for what they should be working towards in your visual image.
At the end of the day, one of the most important things a brand toolkit can do is informed. The basic job of your brand guide is to tell everyone who reads it, from customers to graphic designers, and even employees, what your brand essence really is. For a brand toolkit to be effective, it needs to answer all of the questions that people might have about your company, including what your brand should look like, feel like, and sound like.
Adobe: Adobe is a great example of a brand with informative guidelines. It offers more than 60 pages of crucial information about voice, appearance, and more. Adobe understood that the people who would be using their brand guidelines most often would-be developers and designers – which is why the guide is so rich in detail.
Skype: One excellent example of a brand that “inspires”, with its guidelines, is Skype. This brand toolkit not only highlights the things that designers need to keep in mind when adhering to the Skype style, but it also shows readers what’s possible with the Skype brand, too.
Apple: Apple is a great example of a company that knows how to protect its brand. This technological giant has guidelines designed to strictly enforce everything from their universal voice to the type of imagery they use in their marketing materials.
LinkedIn: LinkedIn’s brand guidelines are simple, effective, and straightforward. They’re clear, easy-to-follow, and full of resources, including downloadable color pallets that can be used to design new marketing collateral.
Asana: Asana goes deep into the background of their brand, and what it really means in their brand guidelines. The company not only draws attention to the origins behind their three dots, they even wrote a Medium article about the symmetry of their symbols.
ESPN: ESPN’s brand guidelines are around 45 pages long, and there are links to various sections that make the full toolkit easier to use. The simplicity and organization of the ESPN toolkit are what make it so effective.
UBER: Uber’s brand guidelines are set up to ensure that the user can only see exactly what they need, rather than having to move through dozens of pages to get the right information. Once you click on the desired portion of the toolkit, all the pages are easy-to-read and use.
Amazon: Using the right layout, and voice in your advertisements is essential. You need to be certain that you’re saying the right thing to your audience, and Amazon knows how to do this. In their brand guidelines, they offer examples of how to use a specific voice off-site, and on-site.
Hence we can say that Branding plays an important role in business success. With the help of branding, on can create an impact on the consumers and can be easily recognized by the common people in the market. We can observe that methods of creating a brand has changed immensely over the past decade.
We are a digital marketing company called Meraki Digital marketing studio which helped a lot of companies to build their brand in the market.