Strong Branding 101: 3 Important Things You Need To Know
Most companies know what branding is and why it is important. The tricky part is only a few know the art and craft of strong branding strategies. Using strong branding to gain an edge over your competitors will do miracles for your business. With strong branding, more people will know what you’re selling and have trust in the product or service that you offer.
Spare some time with us because we will talk about how strong branding should be done.
Don’t Underestimate The Power of Logo
One of the most important aspects of strong branding is the logo of your company. In strong branding, a logo is more than just a piece of graphic that people see. The logo designer you hire has the ability to draw people in to buy things from your company. Understand that with tons of businesses around you selling and telling the same thing to consumers, your logo is one of the ways for you to be unique. Your logo makes it possible for people to distinguish you from other competitors.
So how do you create an effective logo for strong branding? Simply put, it should be simple, unique, and embodies what your company does. A simple logo is easily remembered once people see it. Uniqueness, on the other hand, prevents your logo from being confused with others. Lastly, your logo must tell people what your company does because it helps to build impression and personality for your company.
Understand Brand Positioning
Doing branding for your company will become more effective and stronger if you understand the concept of brand positioning. Kotler defines brand positioning as the “act of designing the company’s offering and image to occupy a distinctive place in the mind of the target markets. To put it simply, brand positioning is all about what you want your company or product to be known for.
Research published in the Scientific and Research Journal (2014) lays out the different methods of brand positioning. The methods are as follows:
- Positioning By Price
- Positioning By Quality
- Positioning By Quantity
- Positioning By Sizes
- Positioning By Strong Corporate Name
- Positioning By Colors and Graphics
- Positioning By Events
- Positioning By Celebrity
- Positioning By Visibility
Brand positioning is important for using strong branding to gain an edge over your competitors because it makes the product or service that you’re offering unique, preferable and memorable to consumers.
A Name Is Also Important For Strong Branding
Never underestimate the power of names when doing branding for your company. Established companies spend a considerable amount of dollars just to come up with a name that helps to make their brands stronger. Some business experts even suggest that formulating a name for a product or your company itself is one of the core elements of strong branding.
What are the characteristics of an ideal name for strong branding? Research published in asee.org (2014) tells that you must come up with a name with the following traits:
- the name should summarize the benefits and qualities that people get from you
- simple to remember, understand, and say
- the name should be common
- must be expandable and extendable
- name must be global (translates easily to various languages)
- must not be in conflict with other existing names to be able to list and have legal standing
To summarize, using strong branding to gain an edge over your competitors is possible by knowing three important things- knowing the importance of a logo, brand positioning, and brand name. Utilizing these three together will help you come up with strong branding strategies that will increase people’s awareness, demand, and trust in a product or service that your company offers.
