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Table Of Content

  1. What branding is NOT?
  2. Branding and the customer decision-making process
  3. How to build Brand Affection?
    • Legit and comprehensive brand design
    • Imparts an immaculate story
    • Integrated brand identity
    • Personalised brand
    • Consistent brand communication

What branding is NOT?

Brands have always been mistakenly seen as a synonym to the single most prominent, or so it seems, element of it; the logo. Logos are the visual shortcuts to recognise the brands we know on a daily basis. The importance of the graphic logo has soared because we are continuously bombarded by thousands of visual cues (logos) of brands or products everywhere we turn an eye around, from social media timelines to TV ads, roads, billboards and newspapers (for those who still have the habit of reading the paper). That’s why it is crucial for your logo, or your brand, to stand out and fight against this massive current of clutter to win your client’s attention.

Branding and the customer decision-making process

Customers nowadays are indulging in an unlimited pool of alternatives when it comes to products they want to buy. The struggle is real for your marketing team. How to stand out among the long line of competing brands to win the customer’s attention, trust and money? 

To answer this question, we have to analyse how the customer thinks and the criteria that sway him whether towards or away from certain brands.

In today’s world, most products are semi-identical in terms of functions and what they do, which makes it so confusing for customers to choose your brand, not the next one on the shelf. One thing that helps drive this decision is brand affection. It’s this likeability and emotional bond you have managed to grow in your customers toward your brand over the years. This isn’t your logo, package design, slogan, brand promise, last advertisement copy they saw, last Facebook post they reacted to, or previous experience with your customer service or after-sales care. It’s all of them; combined! These factors, and some more, bridge the way between your brand and your customers to keep them coming back and favouring your product/service over the competitors, even if it does perform the same.

How to build Brand Affection?

A journey of a thousand miles starts with a single step. Here we are going to be exploring five characteristics of an efficacious, both emotionally and commercially, brands to get you started

1- Legit and comprehensive brand design

Logo and brand design are the furthest from being described as superficial or trivial. Believe it or not, your branding is the first unspoken word your customer receives from you. Your branding design, with logo at its heart, has to be crafted professionally and mindfully, to carefully represent your brand’s core values, competitive advantage, market and industry. On the other hand, it has to be creative and eye-clinging so it gets the share of attention, and wallet, you aspire for.

2- Imparts an immaculate story

Customers aren’t any more interested in this kind of communication where you buy space on social media, TV or even Radio and lecture them on how better your product is than others! Customers want to know your brand story and how it relates to them and their daily challenges. How do they see your product as part of their daily lives, making it easier, prettier or more fun? Your branding team must be excellent at storytelling to create one that captivates your customers’ minds and lives there rent-free.

3- Integrated brand identity

The brand elements must be integrated in a way that shows cohesiveness and speaks of integration. Brand collaterals should possess the same look and feel across various areas. The colours and designs of your logo, business cards, letterhead, stationeries, posters, product packaging, office interiors, facade design, shop front, signages, digital cover photo, email signature, and the list go on and on – you get the point. This all paves the way to efficient brand recognition and recall

4- Personalised brand

Human Beings trust human beings more than brands. This is why huge brands pay billions annually to famous and non-famous, good-looking and seemingly sincere human beings to speak for their brands to us. Choosing a face representing your brand perfectly and embodies its promises to your customers is wise. This face can be you, the brand owner. Being the human reflection of your brand speeds your way right to the hearts of your customers, makes them believe more in the brand, builds this emotional bond and trust and consequently boosts your sales.

5- Consistent brand communication

The human mind finds comfort in harmony and confusion in a mess. As a brand owner or marketer, keep your brand messages consistent and harmonious across different platforms where your brand lives. Consistency in communication gives the customer the needed trust to buy with confidence. This can happen when your brand has clear communication plans and goals, a consistent look and feel and flexible design adaptations across various platforms. Creating a professional brand identity helps you attain this flexibility and consistency for your brand.

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