8 Key Elements in Branding today
Here are the top branding elements that can help you create and establish your business.
Brand Name and Logo
Brands like Apple, Amazon, and Adidas depend on their name alone to draw customers. That alone should tell you the importance of a name when building a brand.
Your brand name should be unique, easy to remember, easy to pronounce, and preferably suggest a product or service category. Even if it doesn’t have any specific meaning, it should at least sound and feel good.
Along with this, a branding design or a brand logo that complements and enhances your brand purpose and identity is essential. Most top brands like McDonald’s, Nike, and Apple are instantly recognisable by their logo. They use meaningful yet straightforward colour schemes and fonts to create something exclusive.
Stories bind people. A unique brand story can help you connect better with your customer but also helps create a lasting impression.
What inspired you to start your brand? What were the obstacles you faced, and what were the market gaps you were able to fill?
These narratives, along with a tailor-made call to action for your target audience, can shape your business value and reinforce all other branding elements.
It would be best if you built a brand identity that invokes a feeling of trust and familiarity because it’s all about the promise you’ve made to your clients behind all the wreaths and wrappings of marketing campaigns.
People gravitate towards brands that solve their problems and make their life easier. If there’s an emotional hook associated with your brand’s purpose, it can make it all the more satisfactory.
Brand personality refers to the qualities your customers associate with your brand. Pepsi is associated with youth, GoPro with thrill-seekers, and Wrangler with toughness, for example.
You can establish a brand personality by expressing yourself through your distinct characteristics, words, and imagery. It’s the unique voice and emotion in which you convey the message and information to your target audience.
When you humanise your brand by understanding your customers’ problems at the root level and providing solutions, it lets you connect better. However, your brand personality should be in sync with your predefined values, purpose, and emotions – straying too far can lead to confused audiences.
Brand experience is a sum of all traits, values, and interactions that forms a customer’s experience to create an everlasting image in their mind.
Let’s take the example of Starbucks. At the core, they cater to snacks, cookies, and everything coffee. However, their massive success is not entirely the result of meal quality – it’s got everything to do with their customer experience.
The comforting café areas, personalised orders, and employee training, while not directly contributing to its revenues, adds a unique touch to the brand that helps it stand out.
This era of digitisation is pushing out several brands every other day. In this competitor-filled market, it’s not enough to create a product or launch a service and expect it to flourish. It would be best to determine what differentiates your brand from your competitors, which plays a key role in establishing a successful business.
Dell Computers, for example, allows consumers to pick and choose components for their systems. They stand out from their competitors, who only sell prefabricated appliances that are highly limited in customisation.
Brand positioning brings together your brand purpose and differentiation strategies to make them more actionable. It is important because your brand can’t be all things to all people – you need to first define your target audience, primary demographics, and consumer persona.
For example, Virginia Slims, a cigarette brand targeted at women, creates feminine imagery by producing slim and sleek cigarettes. Nike targets sports enthusiasts and athletes through their branding. From their tagline ‘Just do it to brand posters featuring people doing physical activities, everything spells sports and energy.
We’ve seen many examples of brands that have been a one-hit-wonder and then disappeared off the market. Even if you manage to grab eyeballs and make a statement, consistency is essential to maintain a brand reputation and ensure long-term survival.
If consistent branding is necessary, from digital advertising to business cards and everything in between, this indicates that a consistent branding structure is essential.
Take a look at our article ‘your brand in colour‘ to get inspiration on what colours work and how to use them.