Through the construction of a branding, a brand establishes its identity and its positioning. This conveys its values and helps make it essential in the minds of users. Composed of inseparable visual and verbal elements, branding aims to communicate effectively and create enthusiasm around the company.
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What is branding?
Branding refers to marketing actions that aim to build a brand image, immediately identifiable by the target. Made up of graphic and verbal elements, it will aim to achieve a positive perception. Branding seeks to anchor this brand image in the minds of users and associate it with its products and services.
Why do branding?
To stand out from the competition, you need to convey a strong image. This goes through the dissemination of the values that define a brand. These are the values that will impose an original brand image and show how it is unique. For this, communication requires consistency across all its media. It is therefore branding that will build trust and help build a united community around the brand.
Thus, branding is the construction of a real brand identity, which will be visual, written and professional. It will be used on all communication media and will help spread the company’s message by cultivating a positive image of the latter. This requires a requirement of authenticity which will promote the adhesion of users and their loyalty.
What elements to work for the branding of a brand?
There are many elements to work on to build a brand’s branding. We must ensure their harmonization. Indeed, this consistency is a strong sign of reliability. Good branding ensures that the brand is always recognizable, whether in digital or physical media. This is how it will also be sustainable. If the branding is worked with care, it will help the brand to become essential in its field.
In the face of competition, it is essential to know precisely how to put the uniqueness of a brand forward. Defining how its products stand out in the market can be uncovered by competitive analysis. This allows, in particular, to define the strengths and weaknesses of its competitors and to bring out its own strengths. Positioning can then be established with originality, in opposition to certain competitors.
This is all the more true in a highly competitive industry. The product must establish itself as the best solution by its degree of differentiation. It is therefore on the qualities of the product that the branding will insist. The impact that every detail can have on the user should not be underestimated. For example, the choice of ecological packaging should be emphasized, because it conveys strong company value and will reach people who are concerned about the environmental impact. They will all the more be able to identify with the brand and adhere to it.
The brand tone
The way to address future customers is defined by the buyers personas. These faithful portraits of your ideal customers have provided you with a great deal of information about them. These allow you to set the tone of the brand. These are choices that go through:
- The familiarity or the address.
- Writing style: institutional, humorous, neutral, familiar or educational; it establishes a framework for customer relations and contributes to the positioning of the brand.
- The choice of vocabulary used will also attract certain customers. For example, the use of jargon is excluded to address the general public, but will be useful for a professional target.
The tone will accompany all of the brand’s written or oral communication. Each employee, in charge of communication, must immerse themselves in it and integrate it into their subject to participate in branding effectively.
The visual identity consists of all the elements that reflect the identity of the brand:
- Color combo
- Shapes used
- Text formatting
The choice of each element must be determined with care. They must convey the values of the brand. So the meaning of colors, lines and curves should not be ignored to get the right message across. For example, the color orange is linked to creativity and dynamism, while blue instead sends a message of trust and reliability.
The website must bring together all the above elements to establish the identity of the brand. It is based on a style guide which takes up the terms of the graphic charter and adapts them to the needs of the web. Colors, typographies and graphic shapes will be kept in the design of the site. As for the elements specific to the web, they will also be designed in accordance with the charter. It’s about :
- The choice of icons
- Call-to-action or social media sharing buttons
- The spacings
- The visual format
- Presentation of registration forms
- The layout of the texts on the blog
- The images used on the site
Be careful not to overfill the website. Space should also have a role on each page. Think about readability. Indeed, it is necessary to take into account the user experience and not to drown it under the solicitations. The concentration of an Internet user is quickly lost: focusing on the essential with few elements, but attractive and useful for the brand is important.
The images used on the site, illustrations or photographs also participate in branding. Care must be taken to ensure that they also correspond to the image of the brand, whether they are copyright-free or original photos.
For go further, download this free e-book to give your business a unique branding image.