If you have a business and want to take it to the highest level, branding is an action not to be underestimated. In fact, this process involves creating a unique name and image for your business so that consumers will always remember you. In other words, branding means turning your business activity into a recognizable brand.

A brand is the sum total of all the parts that make up the business, from the owner to its employees, from the way it communicates to the values that drive it. All of this must be conveyed to the public, and communication is key to making a business stand out and not get lost in the vast competition.

Continue reading to find out more about branding!

What does it mean to do branding?

In the marketing glossary, “doing branding” is identified as “the process carried out by companies to differentiate their offerings from similar ones by using distinctive names, symbols and messages.”

Put more simply, branding means building a brand identity. This identity is essentially made up of 2 components:

  • the visual part, that is, the outward appearance, which consists of the product itself, but also of everything that exposes it to the public: logos, images, advertising campaigns, website, social profiles, etc.
  • the inner component, that is, everything behind the creation of the product: the employees, the values the company conveys, the way it communicates with customers.

Both sides must be taken into consideration so that the resulting image is consistent and is perceived as true and authentic by the public.

Moreover, the ultimate goal of this business is not only to sell a product, but also to win the loyalty of your customers and then gain new ones. With this in mind, when you start a business, you need to ask yourself two essential questions:

  1. What is the story to be told?
  2. Why, out of so many competitors, should they choose you?

Answering these questions requires a good study of your target audience and identifying the reasons why you, your company, and your products should be preferred over other market players.

Doing branding: 2 goals to achieve are to diversify and attract

Among the various goals to be achieved throughbranding action, there are 2 very important and consequential ones:

  1. Diversify – That is, bring out the unique aspects of one’s business, treat them as distinctive and use them as powerful levers by which to stand out from the competition.
  2. Attract interested people – Communication must be tailored to your buyer personas, i.e., the type of customer for whom you have created a product or service. Each category of consumer has its own characteristics and is attracted to different aspects: target this to propose yourself as the answer to their needs.

Let’s look at them in more detail.

Diversification means making your brand unique and different from others

If you want your business to bill and be appreciated by customers, you must communicate its diversity and uniqueness compared to other brands in the same industry.

The best way to do this? By defining who you are. Identify your unique characteristics and enhance them. Only then will your communication be honest and you won’t risk contradicting yourself over the years-customers will greatly appreciate consistency.

Attracting interested people

Surely, your products or services meet some customer need. For example, Amazon presents itself as a platform where you can buy various kinds of products in one place. Thus, users choose Amazon because shopping is faster and more convenient than going to individual stores for downtown.

Understand what the deep need is that people want to fulfill and propose yourself as the exact solution. If you then combine this with the right tone of voice and a choice of effective images, people will be interested in learning more, they will inquire and-many of them-will conclude the purchase.

How to do branding at its best? Some useful tips for getting your brand known

Although seemingly communicating and persuading may seem like easy actions, branding is more complex than you think. In fact, finding a good communication strategy to attract potential customers requires time, effort and financial resources.

That is why we at Isola di Comunicazione, experts in the field of communication and web-marketing, we want to give you some suggestions on the subject:

  • Attend to the details of your visual identity to make your brand recognizable
  • Communicate in a way that is simple, transparent and, above all, consistent with your company’s values. In addition to being credible, your customers will always be enticed to confirm the trust placed in your business.
  • Use social channels to promote the brand. These powerful communication tools will ensure that the company’s values reach users more directly and immediately.

But let’s look in more detail at some of the aspects you need to focus on to do branding in the best way.

Visual identity: the importance of logo and colors

What it means how to do branding

Visual identity is crucial. In fact, in marketing, the first impression always succeeds in making a difference.

This is conveyed through all the visual elements of the company, namely the logo, images, slogan and graphics.

Especially, the central element on which the whole visual identity is built is precisely the logo, because:

  • Identify your business, distinguishing it from others
  • Gives more consistency to your communication
  • It is used to recognize all the content you own, such as packaging, advertising campaigns and social media posts

To make your brand logo recognizable, you will need to make sure it has these characteristics:

  • Uniqueness. This is the most important feature, as it allows users to recognize and distinguish your business.
  • Simplicity. So that your brand is instantly recognized and communicates your company’s values with just a few strokes
  • Scalability. The logo must be adaptable to any communication channel
  • Communication of emotions. Every logo must be more than just a symbol, capable of conveying feelings and emotions
  • Readability. Don’t make the logo too visually complex. Communicate with a few strokes, as long as they are immediate

A well-done advertising logo is the key to the success of so many brands, such as Adidas, Apple and McDonald’s, to name a few well-known examples. We have written an article on exactly that: 5 cases where the logo made a difference.

Always associate your brand with images that are consistent with your business. This way, users will immediately understand what you are about and will recognize you more easily in the future.

Simple, immediate and original communication

Making branding communication

Communication is critical if you are going to build a great business, and this must be:

  • Simple
  • Immediate
  • Original

Thanks to a few simple but direct words, your brand can suddenly arouse interest in a great many people. Then develop creative texts that can have a positive and exciting impact: users are always attracted to what makes them feel good.

In this case, if you are struggling to come up with new ideas to communicate the story and values of your brand and products to your audience, don’t beat yourself up. In fact, coming up with valuable slogans and articles is not as easy as it sounds, reasoning that you need a good story to tell.

Storytelling: telling, exciting, persuading

Storytelling is a type of writing used in marketing that has three distinct purposes, namely:

  • Tell the story and goals of your company and product/service
  • Excite readers by involving them in your business and the daily commitment with which you carry it out
  • Persuade potential customers to buy your offer.

To erect the foundation on which your company’s story will be built, storytelling uses the same method used in journalism (and, for that matter, in any other kind of storytelling), namely that of the 5 Ws(Who, What, Where, Whenand Why), without forgetting HOW. But we explain this in the article we dedicated to the topic: Storytelling what it is and what it is for.

Does this seem difficult to you? Isola specializes in copywriting and in writing content for the web: try contact us!

The best allies of branding: social channels

Doing social branding

Social networks are the best allies for effective and immediate branding.
Coupled with the use of newsletters and websites, social media contributes greatly to increasing your company’s notoriety. Improve your social media management or, if you don’t know where to start, hire an expert!

In addition, to make your business even more interesting, you can create on your site the corporate blog section. This is a binder of articles on topics related to your industry. Here you can give concrete proof of your expertise and reliability.

Put the best branding strategy in place with Isola di Comunicazione

Are you looking for effective branding strategies to make yourself known or increase your company’s authority? Isola di Comunicazione is here for you.

The team at our agency is ready to create innovative, original, and consistent content that enhances your company and brings out its pluses and values. Let’s start putting down on paper all the steps you can take together to achieve the marketing goals you’ve set for yourself!

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November 27, 2021

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