The complexity of brand marketing makes it tough to define at times. Click here for the top 10 branding elements and what they mean.
64% of consumers say they continue having a relationship with a brand because of shared values. That’s true no matter how large or small your company is.
But shared values is only one part of branding. There are other branding elements which help your business stand out from your competition.
It can be tough to brand your business well if you don’t fully understand all the elements of branding. Since branding is such a huge part of marketing, it’s vitally important to understand which brand components to use.
To help you save money and time, keep reading. We’re sharing with you the top 10 branding elements and what they mean.
1. Your Company’s Name Is One of Your Branding Elements
You may not think the name of your company is all that important, but it is. When you sneeze, often you ask for a Kleenex rather than a tissue. A Kleenex is a brand name for a tissue yet, thanks to a great branding strategy, the company’s name is now considered a synonym for tissues.
But coming up with an iconic brand name isn’t as easy as it seems. Pick a name like “Sam and Ella’s” when you own a pizza joint and you may end up with fewer customers than you’d like.
2. The Power of Your Logo
Logos are created for businesses so that consumers have a visual trademark that identifies your brand. When you see an apple with a bite out of it, you know exactly what brand you’re looking at.
When you see golden arches, you know there’s a McDonald’s nearby. Logos matter a lot. And there’s a lot to consider before you decide on a logo.
3. Create a Mission and Vision, Then Share It
Two brand components that you must identify are your mission and your vision. Why your brand exists in the first place is your mission.
Your vision is how you see your company creating a better future for your customers. These two brand components are vital. If you don’t know why your company exists, no one else will, either.
4. Determine Your Brand’s Image
Think about the Weinstein Company. Thanks to one of their top executives, Harvey Weinstein’s past actions, they’re now one of the most hated companies in the United States. Harvey Weinstein effectively ruined their image.
Brand image isn’t what you want others to think about your business. That’s brand identity.
Instead, brand image is what your consumers actually think about your business. And if it isn’t positive, you’re in trouble.
5. Internal Branding
Internal branding is just as important as external branding. Your employees need to be just as invested in promoting your brand as you are.
If your own employees don’t buy into your brand, your customers won’t either. Imagine going to Disneyland and being harassed by Mickey Mouse rather than welcomed.
Disney understands how to use internal branding so that all employees have become part of the Disney brand. What your employees wear, say, and act all matter.
6. Creating Brand Loyalty
Saturday Night Live has been around since 1975. Throughout the years, the show has seen countless casting changes and some lean years when it wasn’t very funny.
Yet, there are millions of fans who have literally grown up with the show and still continue to watch it. Even during their lean years, the show has managed to keep itself fresh and relevant by using guest stars.
Your goal is to establish brand loyalty so your customers not only continue to do business with you but then become raving fans who convince others to use your product or services.
7. Communicating Your Brand
There are various ways to communicate your brand. Your message can be delivered through a variety of sources, especially today.
Whether it’s an advertisement, punchlines, social media or brochures, it’s important to keep sending messages to your core audience. Your goal is to clearly and effectively communicate your company’s core benefits to your customers.
Otherwise, you’ll have to contend with being both out of sight and out of the minds of your customers.
8. Identifying Your Core Audience
No business serves everyone. Not everyone will be your perfect customer, even if you think you can sell to everyone.
Amazon carries almost everything a person could need, but they still don’t have 100% of the human population purchasing items through them. You have to determine who the people are who are most likely to purchase your product/service.
Figure out who those people are. Determine what their interests are like. What they do for a living, how much they earn, and where they’re located.
The more you know about your core audience, the easier it is for you to find mediums through which to communicate with them. You’ll also know how to effectively market to them.
9. Using Your Senses as Brand Elements
Brand elements include everything from color to fonts and even your senses. Sound, movement, smell, and taste can all be utilized as elements of branding.
Think about Diet Coke vs Diet Pepsi. Loyal fanatics swear there’s a huge difference in the flavor. That’s because both soda giants figured out how to use taste as part of their branding.
Your sense of smell can also be used as a part of your brand. Who doesn’t remember the smell of Play-Doh? It’s now been trademarked for this exact reason.
Movement can also be considered a brand element. If you have a product that expands, shifts, or condenses in a different way, you can utilize this information for branding purposes.
Last, there’s sound. Think of advertising jingles that you haven’t heard in years but still know by heart. Klondike, Big Red, and Dr. Pepper all came up with jingles no one could stop singing and sales spiked as a result.
10. Brand Equity
Your brand’s equity is the value of your brand. That can include tangible financial value like revenue and market shares.
It can also include intangible’s such as strategic benefits for your brand. A good example is how Apple is a huge technology brand. As a result, people perceive Apple as making cutting-edge, quality products.
Keep learning. Even companies who have all their branding elements put together need to keep up with changes. While the Morton Salt Girl is widely recognized, she’s made some updates and changes throughout her career.
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