Branding, English

Branding: Much more than a logo

Branding, whose origin goes back to the year 2000 BC involving the physical marking of cattle, took hold during the industrial revolution when brands were basically just a logo and a way of introducing products to the world.

By the time of the Second World War, branding was no longer just creating a logo; the brand became the way to communicate the benefits of the product and its connection to the consumer. While for the 90’s this was a key piece of marketing and advertising due to the rise of screens in homes.

However, today marketers have had to adapt to changes and manage brands from the interesting world of the internet. Defining branding as «the intelligent, strategic and creative management of all those differentiating elements of a brand identity that contribute to the construction of a promise and a distinctive, relevant, complete and sustainable brand experience over time» (AEBRAND).

Meanwhile, digital branding also covers a very important part of the brand, specifically all that is transmitted through digital media such as social networks, blogs, online media, the web, and in general… the Internet.

Its importance?

Branding is essential to build an identity that distinguishes and elevates the company above other products and services. In this way, we make the brand more familiar to the user.

It should be understood that branding refers to the entire brand development process from the moment of its creation. For this, a series of elements are used whose function is to convey to customers the different values and attributes that make up the company’s personality.

As a result, branding:

  • Enhances the sense of belonging among workers.
  • Articulates all the concepts of a brand through an image, so that the user identifies more easily which products belong to a certain brand.
  • Provides coherence in all your strategies and actions going forward.
  • Improves the public perception of the company.
  • Makes the brand attractive against competition.

What does it take to build branding?

To build the branding of a company you must take into account some elements that constitute and shape its identity, such as:

  • The logo
  • Colors and typography
  • Elements such as business cards or stationery letterheads.
  • Others

To think about business branding, you have to reflect on what the company is and what it wants to be in the future, since it is necessary to have clarity in these regards for the communicative and digital marketing actions that are going to be utilized.

The important thing is to leave a good memory in the minds of consumers, making sure to develop strategies that they will always remember, even when these no longer exist or no longer serve as a comparison with your competitors. Investing in branding is vital for your company’s success; you won’t waste anything … it’s much more than a logo.

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