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Branding as a marketing tool - how to make your business successful

Reading time 8 minutes
Branding as a marketing tool - how to make your business successful

The term branding, which is nowadays used for building a brand, originally comes from cattle breeding. In the past, branding cattle was common to identify the animals as property. Nowadays, product branding is part of a marketing strategy.

The aim is to increase trust in a brand and enhance its recognition value. Branding is a process and at the same time an essential component of marketing measures.

A distinction is made between several forms. While corporate branding focuses on brand identity, the aim of personal branding is to make the company more attractive as an employer. Branding is successful when it fits the brand and enables identification with products or services.

What is branding?

The targeted development of a brand is referred to as branding. The term, which originates from English, literally means "to burn" or "to brand". In the Middle Ages, branding was used as a marker in livestock farming to define ownership.

Today, a brand is a trademark used by companies to draw attention to unique selling points of their products and services and to differentiate themselves from the competition.

Used as a marketing tool, the method fulfills important functions. It increases the recognition value of a product, brings companies and customers together and thus increases the range.

The development of a brand usually begins with the establishment of a company. Public perception depends significantly on this.

Why is branding so important?

In the age of digitalization and the Internet, consumers can search for information and offers online anywhere in the world. If you want to start a business, establish a new brand or make your company more attractive as an employer, you need a marketing strategy. This also includes a branding concept.

Every company needs one in order to be noticed at all and not get lost in the masses. Brand perception is the most important prerequisite for ensuring that products are recognized.

Regardless of the size of the company or the industry, brand building is an essential link that provides the emotional connection to target audiences.

employer branding

What is all part of branding?

Brand branding consists of various facets. On the one hand, it is about developing the right image for products, product groups or services. The brand image must fit the company, reflect its values and goals, and also take into account the needs of the target groups.

With a successful process, customers can, Employees of a company as well as the shareholders identify equally with the brand.

Branding has several functions and tasks. These include:

  • Represent company
  • Create recognition values
  • Increase brand awareness
  • Increase range
  • Strengthen customer loyalty

The creation of a brand and the associated positioning should represent the company. In order to create recognition value, the advantages and benefits of a product or service must be clearly evident to the customer.

Brand awareness can be improved, for example, by forming positive associations. For example, a sweater can be described as cuddly and warm or a mineral water as refreshingly cool. These characteristics evoke pleasant memories and promote the desire to own these products.

Consolidation of the status

Good branding helps to consolidate the status of a newly established company. Branding helps to increase brand awareness. If you want to start a new brand, first define the unique selling points that differentiate your product from the competition.

Through appropriate branding, you link your brand with certain feelings. The messages you convey remain in your customers' minds for a long time. For brands, it makes a decisive contribution to your products becoming known regionally and nationally.

What makes good branding?

Branding is the art of creating a brand. These actions can consist of a wide variety of applications. To differentiate your company from others already established in the markets, your positioning must be unique.

What makes good branding? The first impression is decisive. A convincing presentation of one's own brand arouses the consumer's interest. Positive perception is strengthened when added value for the consumer is clearly communicated.

Inside and outside perspective

This is where the internal and external perspectives come into play. Brand identity describes the way the company and its products are to be perceived by customers. Brand identity, on the other hand, is the internal view of the brand. It involves values and characteristics that distinguish a company's product from the goods of other companies (for example, higher quality, more stable, longer lasting or less expensive).

The brand image describes the external view of the brand as it is perceived by the public or customers. As an entrepreneur, you have only limited control over the brand image. With good branding that harmonizes with the brand identity, the brand image can be positively influenced.

Whether your brand attracts attention and your target groups identify with it depends on the associations they make with it. Good branding takes into account the interests and needs of potential customers. When developing your brand, make sure that the brand values are portrayed positively and represented correctly.

Examples of good branding

Brand identity consists of a collection of branding elements. This results in a unique brand personality. Good positioning starts with visual representation in the form of images on the corporate website and with the deliberate choice of colors for the brand logo.

Individual branding is characterized by the fact that it fits exactly to the company, products or services and offers a high recognition value. Your customers should identify with your brand and make positive associations with it.

Fast food chains communicate advantages of their brand

Other positive examples are fast-food chains that describe their meals with the right attributes, such as delicious, tasty, varied, and versatile, thus awakening consumers' desires. A simple, inviting slogan that stays in the memory for a long time is another plus point for successful branding.

Individual branding elements that are coordinated and harmonize with each other come together to form an unmistakable brand identity. The recognition value is particularly high if the logo matches the product and the brand statement is kept as short and concise as possible.

Branding that succeeds in building an emotional bond between product and customer is exemplary. Consumers who know the benefits and added value of a product are more likely to become loyal repeat buyers. Convince your customers by communicating the benefits of your brand to them.

brand guide

What are the different types of branding?

Branding is distinguished between different types. These are:

  • Corporate Branding
  • employer branding
  • personal branding
  • Product Branding

Corporate branding describes the corporate brand. In this form of branding, the company is marketed as a brand. Examples of corporate branding are Mercedes (high-quality vehicles), Chanel (fashion) or Adidas (sporting goods).

The brand presentation is based on the concept of the respective company. Thus, features and qualities are described that fit the company and correspond to the desired image. According to an advertising slogan, A-Class cars are supposed to combine luxury, sportiness and performance. The French fashion brand Chanel stands for timeless elegance. The German sporting goods Adidas describes its products as practical, equipped with contemporary brand-hot looks.

Corporate Branding

Corporate branding focuses on values, Visions and on the company image. To achieve a recognition effect, the advertising messages must be clear. The company logo is chosen to match the company name and brand image.

employer branding

As a corporate strategy measure, employer branding aims to make the company more attractive as an employer. Corresponding branding measures are usually developed by the marketing department in cooperation with the HR department. The HR department of a company plays a major role in employer branding. The aim is to find qualified employees, to increase employee loyalty to the company and to stand out positively from competitors in the labor market.

This is why employer branding is often referred to as employer branding. This form of branding is becoming increasingly important. Changes in the world of work, digitalization, globalization, the low unemployment rate, and demographic changes are favoring a shortage of skilled workers. This makes recruiting a challenge.

Employer branding is intended to raise awareness of a company and find qualified applicants. Since recruiting methods practiced to date have not produced the desired results, employer branding measures are seen as an additional way of breaking new ground in personnel recruitment.

When building a brand as an employer, one makes use of the insights of marketing and branding. With efficient employer branding, the attractiveness of a company as an employer is presented with convincing arguments. For example, the benefits such as interesting tasks, career opportunities and good pay are put in focus, and additional benefits such as further training or company vehicles are described.

For the employer brand to be perceived as authentic, the internal and external impact of the brand must match. This means that employees already working for the company must be able to identify with the corporate philosophy just as well as potential applicants. The employer brand determines how an employer is perceived on the labor market.

personal branding

Personal branding differs from employer branding in that the latter is about a "personal brand". The focus is not on a company or an organization, but on a specific person. The term "self-marketing" best describes personal branding. Whether this form of branding is successful depends largely on the personality of the individual as well as his or her public image.

Through your personal branding, you present yourself as you are, with your characteristics, your knowledge and your expertise. As a blogger, online entrepreneur or self-employed person, you create your individual personal branding. Pay attention to the following details for your personal brand:

  • Individual style
  • Clear messages
  • Content that fits your target group

Product branding is of great importance for the marketing of a particular product. The better the characteristics and special features of a product or service are described, the easier it is to find customers. This form refers to individual products, less to the company that produces them.

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How do I build good branding?

You want to self-employed start your own business and build a brand? A good branding helps to make your company known and establish you on the markets.

First define a goal for your brand. Decide which values and visions you want to convey. What distinguishes your products or the services you offer? How do they differ from the competition?

Create Brand Guide

Develop a marketing strategy. Create a brand guide. In this manual, also known as a brand guideline or brand style guide, you describe how you want your brand's identity to look. It contains important instructions that can later be used by external service providers who help you with the implementation, such as web designers or advertising platforms.

In your Brand Guideline, you define the size and color of your brand logo and how your brand is represented to the outside world. The guidelines cover all the essential elements of your brand identity, including design and communication rules. Branding serves to increase the visibility of your brand.

Unique brand name

Good branding includes a unique brand name as well as a suitable logo. Pay attention to the functionality of the name. This should match the product. The brand statement is also communicated through the color choice of the logo. Remember that colors have a certain psychological effect. Moreover, color tones suggest certain associations.

Black, for example, stands for elegance and staidness, while blue primarily signals calm and confidence. Naturalness and sustainability are represented by the color green. If you want to market ecological products, a logo in green shades is suitable to increase attention.

Brand branding without a social media presence is almost impossible these days. In the age of digital you reach your target groups best in the social networks. The strategic Brand positioning increases acceptance and boosts reach.

Well-defined branding helps to increase trust in your brand and make your brand known.

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Reviewed by Dr. med. Stefan Frädrich

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