We all know that branding was always reserved for large companies that have money for advertising. Today, with the help of the Internet, almost everyone can do branding. It all depends on what you want to promote and how you want your brand to be known. The brand is a set of associations that some product or service has in consumer consciousness. By branding a product, we should make some product, service or individual recognizable on the basis of its visual identity, the way of communication, and the entire content that is attached to that brand. But the story does not stop there.
Branding is a long-term process. If we are talking about branding a company, we need, among other things, to consider behavior of employee and their communication as a mirror of that company. If we talk about an individual who wants to build a brand based on his qualities and achievements, that image and reputation are systematically made. We need to keep in mind the consistency between behavior and building an image in the online world and behaviors in the real world.
Everything can be branded: companies, individuals, tourist destinations, products or services. A pet can also be branded because these days anything is possible, especially in the world of social media. When we talk about brandishing pets, maybe it’s the coolest example of recently deceased Karl Lagerfeld. His cat Choupette today has near 300k followers on Instagram!
How to build a successful brand?
The process of branding on social media definitely involves a series of steps and challenges that should be overcome in order to make successful results. First of all, it is necessary to define the goal of branding a product, service or individual. The goal may be to increase sales, but also to find a job!
Then follows the definition of visual identity (logos, names and typography) and the entire content which will be linked to that brand. When we talk about content, we talk about everything that will be published in relation to that brand, from texts, photos, visuals and video content. Even though your visual identity is id card of your brand, communication message, as well as the tone of communication, are very important parts of the brand.
Next important step is distribution plan and the definition of the media through which the brand will communicate. Professionals for branding or marketing specialist need to be engage in case you are not an expert. There are a lot of products and services on the online market that are trying to be branded, but without a real and strategic approach it is not possible to achieve it. It is also necessary to create a calendar of announcements that will accurately define all the announcements on digital channels from Facebook via the blog and YouTube, depending on which channels are defined.
What is the most important in the process of branding?
- To act seriously and consistently – successful brand is made by people and their work.
- It is important to be present on social media and use them for visibility of your brand.
- It is desirable to use the video capabilities because, for example, with Facebook live you can talk with thousands of people without having to leave the house!
- It is also important to cooperate with the media read by people whom our story can be interesting and useful.
It takes a lot of time and work to build an authentic brand that is based on quality grounds. Otherwise, it will soon be recognized as an instant brand.
It is very difficult to talk about financial investments, since it really depends on who or what is branded, what is the vision and mission of the brand. First of all, it is necessary to invest in a visual identity, and before that to prepare a quality briefing by consulting with the brand consultant, and the designer will create visuals. Very important is to invest in the site and / or blog, in high-quality photos and video content, and if you’re not very good at writing, you will need to invest in a copywriter. Smart thing is to connect with stronger brands, if we share interest with them.
Your brand is the public face of your business, its personality. And every element of your business helps to build the brand, from the secretary who is answering the phone, over your profile picture on social media, to how you wrap your product or how you represent yourself with delivering services. Your brand should be a true representation of what your business is and how you want people to look at your business.
I hope you realize how significant branding is to succeed. In our next article I will show you the difference between personal branding and branding the products. Stay tuned, and think about your brand strategy!
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