Branding marketing what is it?
Definition and importance
Your brand is an opportunity to tell a nice story to your customer. This is how one of the leaders in Dropshipping tools begins his article before giving the statistics on the importance of the brand.
86 % . | of consumers say authenticity is a key factor in choosing the brands they love and support (Stackla, 2019) |
81% | of consumers say they need to trust a brand before buying their products (Edelman, 2019) |
80 % . | This is the rate of increase in brand identification, through the provision of a graphic identity (Reboot, 2018) |
50 millisecondes (0.05 seconds) | this is the time it takes for a person to form an opinion on your website |
33 % | growth in turnover brought about directly by the consistency of the brand’s presentation (Lucidpress, 2019). |
66 % | Some consumers believe that transparency is one of the brand’s most appealing qualities (Accenture Strategy, 2018). |
64 % | of consumers say they could buy or boycott a brand’s products, solely for its position on social or political issues (Edelman, 2019). |
73 % | Consumers cite customer experience as an important factor in the purchasing decision (PWC, 2018) |
77 % | Consumers buy products from brands that share the same values as them (HavasGroup, 2019). |
79 % | Consumers report that content generated by other users has a very strong impact on their purchasing decisions (Stackla, 2019) |
The brand or identity is essential to differentiate yourself in a competitive world
In a competitive environment, it would be difficult for a business to adapt without branding marketing.
Branding is the marketing action that aims to improve the position of a brand in the mind of the consumer.
Brand marketing aims to position a brand favorably in the mind of the consumer, and more specifically of its target consumers.
to be successful, branding combines the most suitable advertising devices. to maintain brand value for a long time, while remaining relevant to consumers.
If branding should be as timeless as possible, it is in part to ensure the sustainability of the brand.
All branding activities are geared towards empowering a brand to establish itself in the minds of consumers and prospects. That is to say, it allows a brand to be remembered, recognized and to unite a target community around it, through appropriate communication.
Brand marketing encompasses all the aspects that go into the image and branding content of a business. This is for example its style of expression, the description of the quality of its products, its values. In other words, it is the visual identity. It therefore allows to present a strong and unique company.
It can be noted that the identity of this brand will give rise to a “brand” image in the representations of the products and services offered. Branding therefore brings together two main components:
- brand identity
- and branding.
The components of brand marketing
A company that seeks to create a brand image must begin by defining the targeted objectives, setting up a business strategy and, above all, determining the components of this strategy and ensuring their consistency.
So to develop the branding of a company, there are several components.
The name and visual identity
The name and visual identity you give to your business and products are key factors in organizing your branding image. Visual identity represents all the elements that will serve and distinguish your brand visually. This includes in particular:
- The typography
- The logo
- The colors
- Your Website
- Promotional items
- Your letterheads, business cards, envelopes, etc.
The product or service
The prices of products, the form of services are a fundamental component of brand marketing. Proof of this is that many companies are born out of an idea for a product or service. This first idea often shapes the image consumers will retain of the business.
Slogan
Another component of branding is the voice. It’s about the slogan, language and tone the company uses to speak to its target market. Remember that branding marketing must help your audience to remember not only your logo, but also your slogan, this is a sign that you have succeeded in building a strong brand. To succeed, it is advisable to take inspiration from the slogans that exist and that you deem relevant.
The experience
The branding of your business is also built on the basis of your business experience. In this case we can note its strengths and weaknesses, its know-how, the vision and values of its leaders. This component of branding also includes the online or in-store shopping experience, after-sales service, and company employees.
The result of brand marketing
The result of brand marketing is at two levels: for the company and for the consumer.
The company
On the business side, brand marketing brings tremendous added value. First, it instills a sense of belonging created by notoriety and corporate culture. Then, it helps to increase the profit margin and justify higher prices, for example. And finally, it gives weight to the company when negotiating with distributors and other partners.
The consumer
Brand marketing also creates value for the consumer for the following reasons:
Above all, it helps to build customer loyalty by creating a bond of trust.
Branding also makes it easy to identify the company’s products by name, logo, packaging and message.
It then values the consumer who identifies with the brand. It can finally ensure the consistency of the brand’s products over time, ensuring a familiar, continuous and lasting presence.
Wedigitalpro experts support clients in defining the Marketing strategy, in particular enhancing the Marketing brand.