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What is branding?

Branding Management refers to planned actions to improve brand recognition, with the goal of creating a more positive image of it in the minds of consumers.

Branding implies global management of all elements, tangible and intangible, which are associated with the brand. The objective of this type of strategy is to promote the brand’s values and fix it in the minds of consumers so that they remember it when they decide to buy the products or services they are selling.

1. Branding types

In a first stage, it is logical to think that only companies and organizations have to worry about branding, but the truth is that we all do it for ourselves to a greater or lesser extent. From when we take care of our visual appearance, or when we try to become more competitive so that we can get a better job. Thus we can find three main types of branding:

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

Personal branding: It focuses on working on an individual’s personal brand, the way other people perceive us from what we do. It is a type of branding that is increasingly practiced.

– Employer branding. This branding concept is more recent, focused on working the way the brand is perceived by the company’s employees. An employee can be a great asset and an excellent ambassador of the company, if they have a good engagement with the brand.

2. inevitable elements of branding

To create an effective branding strategy, many elements and aspects must be taken into consideration. The most representative elements that must be taken into consideration, although not unique, are:

– Website and social media. It is not possible to create a branding and marketing strategy without being present on social media or without a corporate website.

– Brand name. The brand name is the first thing you should consider. It should be easy to remember and along with the logo, it is one of the most important aspects.

– Logo. The logo, one of the most recognizable elements of a brand, defines its intentions at a glance.

– Brand colors. The color palette used for creating brand identity conveys its values, reflects emotions and therefore must be chosen correctly based on color psychology.

– Typography. Like brand colors, its choice offers your brand personality and allows you to convey your message more efficiently.

– Slogan. As important as the logo, it will represent your brand quickly. It is not always considered part of a branding strategy, but it is something that should be more worked.

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.
  • Solve any issues regarding brand image.
  • Have solid knowledge about the products or services offered by the company.
  • Creation and coordination of brand strategy.
  • Planning of marketing campaigns.
  • Preparation of relevant resources for the commercial area.
  • Search information about the market, customers and competitors.
  • Efficient budget management.