Branding is a disciplined process used to build awareness and extend customer loyalty. It requires a mandate from the top and readiness to invest in the future. Branding is about seizing every opportunity to express why people should choose one brand over another. A desire to lead, outpace the competition and give employees the best tools to reach customers are the reasons why companies leverage branding.
- We want to be the Abbott to your Costello, the bread to your butter, the Mario to your Luigi.
The branding Process
1. Conducting Research
2. Clarifying Strategy
3. Designing Identity
4. Creating Touchpoints
5. Managing Assets
The power of visuals
In our highly visible society, consumers base 80% of their experience on visuals alone. Knowing how to use colors and shapes is key to capturing the customer's attention.
The company Clivés is a great example of how a strong brand affects the business. During the first 18 months of the new identity, Clivés saw an increase of 43% in sales.
Source: (Logo Design Love, David Airey, 2015. s.47-49)
Successful branding yields benefits such as increased customer loyalty, an improved image, and a relatable identity.
Build brand loyalty on shared values with your consumers. It is not the number of interactions a buyer has with your brand, but the quality and relatability of the interaction.
A brand is a personality that identifies a product, service or company, including a name, term, sign, symbol or design. A brand also represents the relationships between customers, staff, partners, investors, and so forth.
Source: (Branding, Michael Johnson, 2018. Designing brand identity, Alina Wheeler, 2009.)