Among all the terminology that surrounds our daily lives, we are sure that the word «branding» is familiar to you. It is a current topic in all contexts and it is one of our specialties as an agency, in today’s blog we will be telling you a little bit more about what branding is.
We are surrounded by brands. Even a white cotton T-shirt has a label, and on this label, there is a stamp. Here is an example; the concrete with which our buildings are constructed does not seem to have a brand doesn’t it? Now let’s take a closer look at how it is built; on the cement bags we will see there is a brand. This is the case with not only all kinds of products, but also with our favorite athletes and artists. Athletes and Artists such as Cristiano Ronaldo and Kanye West who have become brands themselves with trademarks such CR7 and Yeezy.
What is branding and what is a brand
Although the root of the word is the same, we are not talking about the same thing. We talk about brand as an identifying element of a product, company or service that helps us to be recognized by customers and differentiate it from competitors. With this definition, the first thing that comes to mind is the logo, and yes, it is true that the logo is the brand, but it is also so much more. The name, the acronym, a claim or surname of the name, the colors used… All this is the brand, which helps us to identify it. So then, what is branding?
Branding is how we define that brand, the process by which we have built it in a specific way and the strategy through which we extend it by surrounding it with a specific context. Therefore, we talk about its origin, the motivation that generates a specific name, the corporate identity of the brand, how it is positioned in the sector, the recognition and loyalty of the brand and how the brand is built.
Bringing the concept into a practical example; when we talk about Amazon at a brand level, we are speaking about its simple typography and the arrow icon in the shape of a smile. When we talk about branding, we are referring to the whole process and justification of the brand that refers to the place where you can find everything, where the arrow points from «A» to «Z». The contrasting blue and orange colors give us a sense of tranquility and security and at the same time that dynamism and speed. Here you are fully guaranteed to find what you want at a good price easily and with fast shipments. All accompanied by a close and familiar message that emphasizes the context that it you can find what you are looking for from the comfort of your own home.
In this example we can see how branding is the strategic capacity for the company to take the brand beyond just a logo. That is why branding is an indispensable part of a company’s marketing plan, here actions must be shown that value the brand not only at a design level. But also on the channels in which it will be visible in so that it is appropriate and brings us closer to our target. Highlighting brand values, generating credibility and trust, strengthening the identity of the brand’s products and services and helping to differentiate it from the competition.
Now that the difference between branding and brand is a little clearer, let’s put the concept of brand to one side to focus on branding, branding has so much more to say and is the main focus of today’s blog.
Different types of branding
When we introduced this blog and the concepts of branding and branding, we spoke about the fact that, nowadays, everything is branding. That is why we can now identify different types of branding such as the following:
Although it is not a type of branding as such, it is the adaptation of the classic branding model in a purely digital context. This branding model includes all SEO and SEM positioning strategies at the brand level, such as Local SEO, to enhance the value of our brand in an omnichannel and purely digital context.
This is the origin of branding. Corporate branding is the most widespread, forming part of any company’s strategy at a global level. Amazon, which we spoke to you about above is an example of corporate branding.
Sometimes we see how large companies have products that are very different from each other. When we talk about product branding, we are referring to the differentiation. However minimal it may be, of the company’s products in respect to its corporate branding. Let’s continue with this example, when we talk about Amazon’s branding. We can highlight some of the brand’s products such as Prime Video or Amazon Web Services and product branding. Although they largely maintain the corporate branding aspect, there are details that provide a differentiating factor from the parent branding. In the case of Prime Video for example, we move away from the orange color palette towards a more cinematic style with interfaces and a dark blue tone.
In Social media channels such as LinkedIn we can see this type of branding on a daily basis. Not only with public figures such as Cristiano Ronaldo or Kanye West. When we speak about Personal Branding we talk about our personal brand and how we develop it to show what we do, what we are passionate about, how we do it and what are our main qualities, either as workers, as parents or as amateur climbers that enjoy sharing our routes.
Very close to corporate branding but with an ideological motivation behind it. Everything that surrounds the branding of a political party must be much more exaggerated and expressive than in a normal brand. It must inspire people to maintain a very strict corporate line in order not to fall into a reputation crisis due to the high media profile of these brands.
Like product branding, social branding is a derivative of brands when it comes to adding value to a brand through campaigns that generate trust through a good social role, such as CSR campaigns, foundations, or non-profit organizations within the framework of large companies.
We introduced it before and now more than ever we are putting it into context: today, everything is a brand. In the territorial case, too, and the fact is that, whether at the geopolitical, tourism or business level, each country, city or even town is a great brand that carries out branding strategies to highlight the best of each place, whether it be culture and tradition, or politics and industry.
Benefits of good branding in your strategies
At this point, the advantages are obvious. Having a good branding is the skeleton for any marketing and commercial strategy to be able to develop any productive work differentiating us from the competition, adding value to our products and service regardless of its quality and generating a reputation and optimal brand recognition that helps to position our product or service where it deserves.
Do you have any doubts about these concepts? If you want to know more about branding, follow us on our social networks and stay up to date with all our news. We are waiting for you!