What is branding?

Branding is a marketing technique used in companies.

It is used to create the desired image of a product or company in the consumer's mind.

Branding employs unique names or symbols to differentiate its offerings from competitive ones.

Its goal is to promote brand image and encourage brand loyalty.

The definition of brand, helps consumers identify specific products that meet their needs.

Branding Strategies

Branding is a fundamental element for businesses.

It has positive effects on:

• Consumers: which helps in making decisions about one purchase over another;
• Employees: by increasing a company's reputation.

Companies use various tools to create a branding strategy

The first phase is to focus on theanalysis, which helps to identify all the key features needed to develop the new identity and shape a brand.

Moreover, branding can be achieved through:

• Brand definition: identifying purpose, values, promise, the Unique Selling Proposition (USP). Furthermore, it is important to define the mission, i.e., the goals to be achieved;
• Positioning: how to position the product in the market;
• Brand identity: defining the name, the tone of voice, the design of the visual identity;
• Advertising and communication: choosing the medium to spread the advertising message, TV, radio, magazines, billboards;
• Defining digital marketing:  the component of marketing that uses the internet to analyze the market, develop strategies, and advertise products;
• Sponsorships and partnerships;
• Product design and packaging;
• In-store experience;
• Work experience;
• Customer service;
• Pricing strategy;

Thanks to branding strategies, a company can shape its brand identity in an effective and original way.

Examples of Branding

Branding is divided into several categories:

• Symbols: Branding can be a recognizable symbol that consumers easily identify with. An example could be Nike's swoosh, McDonald's arches, or Apple's apple. These are easily recognizable and attributable to the brand;
• Slogans: A slogan is a phrase that often accompanies the logo and makes it recognizable.

In conclusion, we can say that companies use branding to differentiate themselves from competitors, trying to create a unique experience for the customer.