Table Of Content
- What branding is NOT?
- Branding and the customer decision making process
- 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 visual logo has soared because of the fact that we are continuously bombarded by thousands of visual cues (logos) of brands of 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 so important for your logo, or let’s say 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?
In order to answer this question, we have to analyze how the customer thinks and what are 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, the thing that 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, your slogan, brand promise, last advertisement copy they saw, last Facebook post they reacted to, their previous experience with your customer service or after sale care. It’s all of them; combined! These factors, and some more, bridge a way between your brand and your customers to keep them coming back and favoring 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
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.
Imparts an immaculate story
Customers aren’t anymore interested in this kind of communication where you buy a space whether on social media, TV or even Radio and lecture them on how better your product is compared to 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 has to be great at storytelling to come up with one that captivates your customers’ minds and lives there rent free.
Integrated brand identity
The brand elements have to be integrated in a way that shows cohesiveness and speaks 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 goes on and on – you get the point. This all paves the way to an efficient brand recognition and recall
Human Beings trust human beings more than brands. This is the reason 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. It’s wise to carefully choose a face who can perfectly represent your brand and embody its promises to your customers. 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 and makes them believe more in the brand and build this emotional bond and trust, and consequently boost your sales up.
Consistent brand communication
The human mind finds comfort in harmony and confusion in mess. As a brand owner, or marketer, make sure to keep your brand massages all 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, 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.