Any business has a brand, be it part of a strategy or not. The most critical issue is whether it is a good brand, and to what extent contributes to your business strategy. Branding has become one of those topics many talk about, although it is possible to say many less understand. It doesn’t matter how big your business is, it doesn’t matter the industry you work in, you can be sure you are a brand and if you don’t manage it properly, you’re in big trouble.
What is a Brand?
It is important to clarify that a brand is not a logo, not a packaging, not an advertising campaign. It’s not even what you think you are. A brand is what everyone else thinks you are. A grounded perception of how they see you and what they say about you. In your business nothing is more important that your brand, because it is exactly what defines you and encapsulates the essence of your business.
Therefore, brands are in the hands of people, including customers, company staff and anyone else who comes into contact with them. How you present yourself to others creates an image of who you are, what you are for, how you behave.
What is branding?
Branding can be defined as the process of building a brand. The brand itself has values associated with it, built in a way that implies a development of the brand’s personality. The identity built day by day must be consistent with the values we have and that we’re looking to highlight as a brand. For example, I can’t preach values related to the environment and not be honest in the processes involved to get that product. We must be transparent with our audience and keep a logical and consistent relationship with the values we want to highlight.
The identity of the brand can be demonstrated in many ways, from the brand’s own logo, to its typography or the corporate colours. No branding strategy is carried out without being well thought out and developed for the brand.
This brand building isn’t exclusive to big well-known brands, it works for all because in the end is about differentiating itself from other brands and be able to stay present in the public’s mind.
Due to the big impact these actions have, it is important to be guided by experts, this way we can take firm and safe steps.