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Key Elements in Branding Today

Key Elements in Branding Today
Most top brands like McDonald's, Nike, and Apple are instantly recognisable by their logo. Use meaningful yet straightforward colour schemes and fonts to create something exclusive.

Key Elements in Branding Today

Coca-Cola, Nike, Adidas – what do these names have in common? A one-of-a-kind brand identity that’s guaranteed to last a lifetime – they are living examples of the axiom’ branding is key.

Branding is a multi-faceted concept that’s clothed in several varied layers. This article will explore the key elements of branding and why a brand is essential in today’s world.

What is Branding in Business?

Branding in today’s market is more than just deciding on a name and logo. A perfect branding strategy encompasses several overlapping concepts like effective communication, marketing, advertising, audience targeting, and more.

It’s the process of creating an identity that’s customer-recognisable and reliable while still being unique and memorable.

Types of Branding

Branding is not just limited to products. From organisations to people, there are different types of branding. Here are the top 7 types of branding.

  • Product Branding
  • Personal Branding
  • Cultural Branding
  • Service Branding
  • Geographic Branding
  • Corporate Branding
  • Retail Branding

 

8 Key Elements in Branding today

Here are the top branding elements that can help you create and establish your business.

1 Brand and Name Logo

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.

2 brand Story

Brand Story

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.

3 Brand Purpose

Brand Purpose

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. 

4 Brand Personality

Brand Personality

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.

5 Brand Experience

Brand Experience

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. 

6 Brand Differentiation

Brand Differentiation

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.

7 Brand Positioning

Brand Positioning

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.

8 Brand consistency

Brand Consistency

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.

“You can establish a brand personality by expressing yourself through your distinct characteristics, words, and imagery.”

Popular Branding Examples

What are some examples of branding that were massive successes? Let’s take a look.

Coca Cola Logo

Coca-Cola

Most of its advertisements, branding and marketing campaigns toy with customers’ emotions. Through its portrayal of happiness, love, excitement, and many other emotions, Coca-Cola has managed to resonate with youngsters and adults alike. 

Coca-Cola’s ‘Share a Coke‘ continues to be one of the best examples of effective brand marketing.

Air BNB Logo

Airbnb

Staying in a stranger’s home while happily paying for the accommodation without any trust issues. Who would’ve thought this would be a reality one day? Airbnb managed to normalise and establish a previously unthought-of concept, all thanks to its effective branding strategies. 

Using compelling storytelling coupled with captivating visuals, Airbnb has made its services available throughout the world.

Zara Logo

Zara

Despite being in a competitive market, Zara has managed to take over the world while establishing a solid brand identity. 

By mimicking high-end fashion trends and offering them affordable prices to a broader, mid-price market, Zara has attracted a wide spectrum of consumers across different age groups, genders, and cultures. 

Apple Logo

Apple 

Probably the most successful brand of this generation, Apple is a class apart when it comes to branding. Not only is this brand associated with high-end products, bright stores, and unique designs – it also emphasises the same qualities in its consumers through their subtly written advertising.

Their branding gives out a message that if you are an Apple person, you are inherently imaginative, creative, and innovative.

This one-size-fits-all, customer-centric branding is the reason behind their grand success as a brand.

Uber Logo

Uber

Effectively filling the gap between cabs and private chauffeurs, Uber swept the market with its innovative approach towards solving people’s transportation problems. This global brand with its easy-to-use online app, have made their services available around the globe. 

They have thus inevitably shaped an excellent marketing strategy. Most people in a foreign country are bound to choose a familiar mode of transportation instead of struggling to find a cab or public transport.

Whatever your business or field, branding is crucial for its success. This article explored the critical elements in branding today, which you can employ in your business as you move forward.

A brand, like a person, has several layers that progress and grow with time. Ensure to maintain a consistent brand image with the help of customer-centric stories, strategies, and solutions.

“Their branding gives out a message that if you are an Apple person, you are inherently imaginative, creative, and innovative.”

Market trends fluctuate daily, more so in the digital space. With the right design partner by your side, you can harness the Key Elements in Branding Today to give your brand due attention and make it stand out from the crowd.

Conclusion

Whatever your business or field, branding is crucial for its success. This article explored the critical elements in branding today, which you can employ in your business as you move forward.

A brand, like a person, has several layers that progress and grow with time. Ensure to maintain a consistent brand image with the help of customer-centric stories, strategies, and solutions.

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