What is the purpose of brand marketing?

par | Oct 29, 2021 | Branding

Brand marketing or branding is a fundamental element of communication strategy, relying on the brand’s image to attract consumers. It’s a form of marketing that involves shaping one’s brand.

Branding refers to the measures taken to create a recognizable brand with which consumers can identify. It includes the visual identity of the brand, the tone used in customer communication and the values conveyed by the company.

When you create a logo and develop a communication style for your brand, you are doing branding. In essence, all the actions you take with the aim of building your brand are of this nature. The advantage of branding lies on two levels: the company and the consumer

For your business…

Increasing trust in your company:

At a time when businesses are increasingly focused on customer loyalty  and consumers are seeking more personalization, the key to making this work is to build a relationship of trust. Trust is the tendency to rely on a brand. It arises from the sense of security and assurance it provides. It is a very strong bond that connects the brand to its consumers through a sense of attachment. However, feelings are not stable; they evolve with the progression of the relationship. As a brand, you must therefore work consistently on maintaining this trust.

Instilling a sense of belonging:

In societies where  offering is abundant, particularly in consumer societies, satisfying a need is not just about acquiring a product to fulfill a basic need (such as thirst) but also about shaping our identity and confirming our belonging to social groups, a culture, or a nation (The Generation Next, PEPSI). Thus, consumption plays a crucial, if not determining, role in shaping individuals’ identities and affirming their social bonds.

In the past, a brand served as an identifier for a product; today, it has become a social marker. Since brands distinguish themselves not only by their prices but also by the emotional connection they establish with their customers, they enable individuals to recognize each other and express their social affiliations.

Branding allows for justifying higher prices.

Brand image results from a multitude of tangible and intangible elements; it’s all about perception. A company should create a strong brand that is immediately recognizable and familiar. The ultimate goal is to  make your brand become synonymous with the common name of your product (Kleenex, Scotch, Mobylette, etc.). It’s all about the perceived value by the consumer and the price they are willing to pay to obtain it. The consumer’s perception of the product’s superiority justifies a substantially higher price.

Promoting loyalty for the consumer:

Loyalty is the result of a positive relationship between the consumer and the brand. Indeed, the satisfaction resulting from the positive experience the consumer experiences with the brand enhances its value.

This loyalty helps reduce perceived risk. The consumer may prefer to repurchase the same brand out of fear of making a mistake in choosing an unfamiliar brand and taking the risk of being disappointed. The greater the perceived risk, the more the brand can act as a safety rail.

Facilitates product identification:

The brand is a tangible symbol used to distinguish the product, object, or service of a company. This visual identity has a strong impact for a brand because it allows conveying its values and benefits through an original differentiation strategy. It enables the company to establish its reputation. It’s crucial not to blend into the crowd!

Values the consumer who identifies with the brand:

Some consumers identify with their favorite brands, allowing them to stand out from others. Value stems not only from the tangible aspects of the product but also from representation and imagination. The company must be able to understand these conscious and unconscious expectations and analyze how the customer perceives the value of the offer.

Effective branding should not  neglect social networks, which allow for daily interaction with customers. It is the preferred place to build a relationship of trust. Talk about your brand, create value for those who read about you on Facebook, Instagram, Pinterest, Twitter, etc. by creating content that attracts prospects through relevant content. As soon as your content becomes valuable in the daily lives of your customers, they will naturally connect with your brand.

In summary, branding is an essential element of a company’s communication. It allows it to differentiate itself, position itself, and stand out. This unique identity begins with naming (the brand name), the logo, and the way you address customers. Design and communication experts will define a visual identity to help you STAND OUT and POSITION yourself well compared to your competitors. The goal is to strengthen the recognition of your brand through a strong image, allow you to build strong and lasting connections with your audience, and foster customer loyalty.

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