What is a brand

The brand is the individuality of a company in the market. It is not an objective concept, but rather subjective because it can convey emotions and feelings, dedication or indifference.

In other words, the brand is the image that the public attributes to a company's trademark or to a product. It's as if the company were a person. So, the brand is how a company is seen by others, the reputation that potential customers attribute to it.

The brand has an identity, which means that consumers associate with it a set of values that influence their decisions at the time of purchase, namely:

• The history of the company
• The experience of consumers in contact with the brand
• The notoriety of the brand
• The expectations of potential customers

It is no coincidence that in marketing environments it is often said that “the brand is in the consumer's mind”.

Here are some of the values that a consumer attributes to a brand:

How to create a brand?

Now let's look in detail at the steps to follow for creating a brand.

1ST STEP: ESTABLISH WHO YOU ARE OR WHO YOU WANT TO BE

Before launching a product or service on the market, you need to answer 4 simple questions:

• What kind of company am I?
• What are my goals?
• What sets me apart from other competitors?
• Who is my target audience?
• How do you want your audience to perceive you?  

2ND STEP: CREATE YOUR LOGO

The second step is the creation of a logo, that is a mark that can distinguish your company from others on the market. To be effective, the logo must respect these characteristics:

• Originality: your logo must be unique and inimitable
• Attraction: your logo should be captivating to the eyes of the beholder, it must capture attention
• Versatility: the logo must be reproducible and recognizable on any surface and in different sizes
• Timelessness: the logo should be timeless, that is ageless and eternal.

Take for example the Fiat brand, created in 1899. Do not rely on current trends! If you do not feel capable of creating an effective logo, we recommend that you entrust it to a serious and specialized advertising agency.

STEP 3: REGISTER YOUR LOGO

The third step includes the registration of the logo, this will allow you to use it exclusively and distinguish it from the competition. Furthermore, registering the logo allows the owner or rights holders to """ protect your own business and/or company.

This protection prevents others from using the same logo as you. Before registering your logo, make sure that no one before you has created a similar logo in the same category.

The trademark registration is done through the filing of an application which can be sent to any Chamber of Commerce, or online with a digital signature on the Italian website of the office for trademarks and patents. Once submitted, the request cannot be modified anymore and will last for 10 years. After it expires, it must be renewed. The cost for registering a logo is about 180-300 euros.

STEP 4: CREATE A WEBSITE

The fourth step involves the creation of a website, because it is well-known that if you are not on the web, you are nobody. Your site must be intuitive and easily recognizable right from the first visual impact. The colors and style must be perfectly in tune with your logo, so as to create a visual harmony.

STEP 5: USE SOCIAL NETWORKS

To best promote your business, I recommend using Social Networks in addition to your online site. Social media have become a source of invaluable feedback and interactions for establishing the value of your brand, that is, the value that customers attribute to your product/service.

Through social communication, you will be able to establish a bond with the consumer and thus increase their consideration for your brand.

Case study

Here are some simple examples of original brands with a strong emotional impact.