Branding marketing

Branding marketing involves all the communication of a brand with its audience, considering this audience not only as the potential consumers of the brand, but also employees, suppliers and people who view it indirectly.

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What is branding?

We can summarize branding as brand management. This involves not only the creation of the brand and its design, but also all the communication it maintains and develops with its public, through advertisements, disclosures, but also the contact with human resources in general.

Branding is a very broad concept of management, which started to be used when advertising companies started to combine design with efficient communication strategies that managed to transmit a strong and coherent identity of this brand to the public.

Part of branding strategies is the way in which a brand is recognized and perceived by the public in question. Therefore, some strategies are part of what we call branding marketing:

Create the brand platform

This platform is the one that brings together the essential attributes of a brand and it can only be built after the company is very clear about its purpose, which identity it wants to transmit to the public and even the channels that will be used for this.

Marketing experts usually consider that the platform is made up of the following points:

  • brand purpose
  • brand promise
  • brand attributes
  • brand positioning

After combining these characteristics, the brand identity will become clearer and communication can be established with greater security.

  • Be clear about the purpose

A brand must have a clear purpose. Defining this purpose is usually done by answering some important questions, such as why the brand was created, what audience it wants to reach, what problems it solves, why that brand is innovative, what it presents again or differently.

Answering these questions, the brand’s purpose becomes clear and the branding marketing process expands to communication strategies.

  • Brand promise

This promise can be understood as a form of manifest, that is, what the brand promises to do, what it is intended for and its commitment to its audience.

If the promise is to bring innovations in the technological sector to the Brazilian market, for example, this will need to be made clear in branding marketing, which will be guided by the promise.

The clearer the promise, the easier and stronger the identity the brand will be able to transmit to those who receive its communication.

  • Brand attributes

The attributes are actually the characteristics of the brand. Care must be taken not to confuse the attributes of the product with those of the brand in question.

Brand attributes are often broader than those of a specific product. For example, the Coca-Cola brand has attributes of creativity, universality, among others. The attributes of a brand can be perceived as qualities of a person, because they are part of a real personality of the brand.

After outlining these attributes, branding marketing professionals will be able to work on all communication processes in a broader and more assertive manner.

  • Positioning

This item is fundamental, although a little more complex to be understood. We can understand positioning as the perception that the public will have or that they intend to have of their brand.

This positioning involves the forms and language that will be used to communicate with the public, for example.

As you can see, the branding marketing processes are complex and very broad, so this is a segment of marketing that tends to grow a lot. More and more qualified professionals are needed to carry out brand management with creativity and innovation!

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