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What does ‘Branding’ mean?

Updated: Jun 16, 2021

Before creating a brand, it is paramount to understand its meaning.

Branding it’s your interactive business card to the world. In fact, the word 'brand' or 'branding' is a moving target and evolves with consumer behaviour and response to communication.

What does interactive mean? That the concept of 'branding' is in constant evolution. Branding is the process that creates and spreads the reputation of the brand, the strategies to develop the corporate identity and the digital image through advertising and the use of the logo and the graphic design. Plus, with the evolution of social media, we can also consider the brand as the mental image that the consumer generates in their minds, an image that can be influenced by all those elements mixed in the communication, the creativity and the behaviours that revolve around the brand itself.

Branding thus deeply influences the operational, management and commercial strategies of a company to draw in a clear and unequivocal way, the identity of the company and its purposes (mission), in its vision of the world (vision), in its relations (corporate social responsibility) in the consumer's collective imaginary (brand identity).

We can summarize the points that a good brand positioning must consider in the following list:

• Always be very clear in communication. Do not be smoky, do not give rise to misunderstandings, do not confuse the audience with discordant communications, do not feed doubts. Be simple, direct, transparent;

• Confirm your credibility. Do not be indulgent towards your mistakes, do not hide them, take advantage of the certificates of esteem, reward the consumer who has trust in you;

• Stimulate the consumer to talk about your products or services by involving them emotionally;

• Motivate the buyer to make him fall in love with the product/ service offered. Give therefore added value, make them understand that that product/service is genuine and that you offer unique solutions to their problems without disappointments.

Is your branding effective? Share your thoughts and comments in the section below!


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