We have to recognize that nowadays, we no longer necessarily buy products for what they are or for their profits, but rather in relation to whom we sell them to or where they come from.
Nike is selling at a 4-digit price, Apple with its new airpods costing around €350 at a cost that is absolutely ridiculous compared to the selling price…. If these companies still manage to have customers, and not just a few, you must understand that the fact of acquiring a simple product is not the main or at least the only factor that pushes the customer to buy. There’s another one that escapes everyone’s notice. You’ve guessed it, this other factor is what we call branding.. These brands understood this a long time ago, which is what makes their success today!
Today, the mind of the consumer (who has become a consumer actor because he or she has all the information enabling him or her to make a thoughtful purchasing decision from one product to another) is overloaded and bombarded with images, products, companies, advertisements, symbols, needs. It is precisely needs that drive the consumer to choose between one product or another, to put an end to this state of profound dissatisfaction. It is precisely at this point that the brand comes into play, because the consumer will choose from among the infinite possibilities offered on the market, the brand that most embodies its value system and feelings.
Make your brand unique and recognizable
The brand is therefore not the main vehicle by which companies transfer their values to the forefront of consumer perception. Whoever buys today, not only buys a simple product (especially when it comes to choosing between products that are part of high-priced brands), but acquires values, feelings, aspirations and above all the satisfaction of one’s ego and self-esteem. The brand is the starting point of the process of promoting companies.. Before advertising your brand, you must first differentiate it by choosing a combination of colours, patterns, images and fonts that make it unique and recognizable.
A brand image, or brand style refers to the process by which a business acquires personality. Branding means highlighting the characteristics of your brandThe aim is to structure a coherent image composed of multiple elements. Through colours, patterns, shapes and graphic characters, the story of the company is told, aligning the brand identity with the aspirations of those who run it (one or more people). From this definition, it is easy to guess how the brand should precede marketing, whether it is its foundation or not. How can we promote a company that has not yet found and defined its precise image? It is only through the combination of colours, fonts, illustrations and images that it is possible to create a brand identity.
Make the brand unique and distinguishable will make it easier to carry out marketing actions, because we will promote a brand that can stand out on its own and will be remembered.
Phases of branding
The following phases are distinguished in the marking process:
- planning and brainstorming to identify brand characteristics and values
- logo design
- corporate colour identification
- pattern identification, textures, graphic icons
- identification of the graphic characters (fonts) to be used
- come up with a catchy slogan
- identification of photos to be inserted in the site and in social networks
- combination of all the elements into a coherent whole.
As a general rule, an advertising message consists of two elements: a visual or aesthetic part and a textual part. The image captures the buyer’s eye at first glance, while the words convey the intrinsic meaning of the message, stimulating the consumer’s interest and desire. And so was born the slogan, a phrase used for propaganda purposes to highlight the particularities of a given product/service, which describes its superiority over the competition and reaffirms the advantages and benefits that the consumer can derive from your choice. In short, it is a real “promise”.
A slogan, to be effective, must meet the following essential conditions:
- be short (maximum 5/8 words)
- unique individual
- be composed of simple words or common expressions
- point directly to the target and be understandable
- original being
- be credible
- have a clear reference to the product
- highlighting the qualities that make this product/service the best
Therefore, the right choice of language is fundamentalas well as the phrase setting. On the other hand, the sound of the words, the tone, are distinctive elements of an advertising slogan.
The trademark is therefore nothing more than a name and a distinctive symbol used to identify the goods and services of one or more suppliers and to differentiate them from those of other competitors. The brand signals to the customer the origin of the product and constitutes for both the buyer and the producer protection against competition if she tries to supply an apparently identical product.