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Branding

What is branding?

Branding, or brand management, refers to the actions carried out to make a brand well known and desirable, and to get consumers to have a positive image of it.

Branding, or brand management, implies the overall management of all the elements, both tangible and intangible, that are associated with the brand itself. The fundamental goal of all this is to convey the brand’s values, position it in the public’s mind and get people to take it into account when making purchasing decisions.

1. Types of branding

At first, it is logical to think that only companies and businesses do branding, but the truth is that, to a greater or lesser extent, we all do it for ourselves. From taking care of our appearance to getting trained to be more competitive in the job market. Thus we can find three main types of branding:

– Corporate branding: Branding focused on commercial brands and companies. When we refer to branding generically, we are usually talking about this type of branding.

– Personal branding: This type focuses on working on an individual’s personal brand: the way others perceive us based on the actions we take and what we convey. It is a type of branding that is increasingly practiced.

– Employer branding. This is a recent branding concept, and it is simply the set of actions carried out to build the brand among its own employees. An employee is a great asset and an excellent ambassador for the company if they have good engagement with it.

2. Essential elements of branding

Branding requires taking many elements and aspects into account to achieve a solid brand identity strategy. The most representative elements that must be taken into account, though they are not the only ones, are:

– Website and social media. Having a presence on the internet and on social media is a vital part of any branding and marketing strategy.

– Brand name. The brand name is everything in branding. Together with the logo, it shows what kind of business we are, and it must be easy to remember.

– Logo. The logo is one of the most recognizable elements of a brand and its branding; it defines our intentions at a glance.

– Brand colors. The color palette you use to create your brand identity conveys your values and reflects emotions, so it must be chosen carefully based on color psychology.

– Typography. Like your brand colors, your choice of typeface gives your brand personality and lets you convey your message efficiently.

– Slogan. It works much like the logo and serves to represent the brand itself. It is not always considered part of branding, but generally it is.

3. Brand Manager

A Brand Manager is the professional responsible for efficient brand management. Their main task is to position the brand in the market, adding value to it, as well as differentiating it advantageously in relation to the competition. The main roles of a Brand Manager are:

  • Analyze and optimize the results of the actions taken.
  • Tackle problems concerning the brand.
  • Have solid knowledge of the product.
  • Creation and coordination of brand strategy.
  • Defining marketing campaigns.
  • Creating valuable resources for the sales team.
  • Researching the market, customers and competitors.
  • Efficient budget management.

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