As we mentioned before, Brand refers to the overall customer emotions based on the relationship that has with your organization or using your products and services. Branding is the process of creating a brand.
Branding is an integral part of marketing. Branding strategy is a specified and long-term plan in order to reach the targeted goals. These goals should be based on organization mission, vision and set of values. Implementing a successful branding strategy affect all parts of organization, competitors and clients and hence, will determine your brand position among other audience.
Brand identity is what businesses want people to feel about their brand. This process can be done through marketing and branding strategies. Before tending to create a brand identity, you should know your customer persona and then begin the process based on their characteristics, needs, interests, demographic features, challenges, average income and other main features. Additionally, choose your unique brand`s name and slogan. An appropriate brand`s name acts like a shortcut in the decision-making process.
Brand identity includes tone of voice, brand persona and visual brand features. Brand identity should be based on mission, vision and values of the organization.
Brand`s Tone of Voice
Brand`s Tone of Voice refers to the attitude of your content. In other words, tone of voice is The tone of voice is the way you state the concept of your message to the target audience. For instance, the tone of voice can be formal or casual, funny or serious, polite or reckless, reasonable or emotional. Moreover, the tone of voice should be distinctive and unique to your brand. Additionally, carefully chosen words can be used to affect an audience.
Brand Persona refers to the general image and personality traits that you create in the customer`s mind. A brand persona is a set of human characteristics, opinions and values that brands represent in order to connect with their target audience. The purpose of creating the brand persona is to create a reliable and realistic relationship with the target audience. Additionally, a good brand persona is one that reminds you of a person and his personality. Moreover, the brand persona fits into 5 main categories based on human behavior:
- Empathetic, kind and honest
- Excited, happy and creative
- Leader, reliable, influential and sophisticated
- Elegance, prestigious and stylish
- Strong, tough and determined
If you do not create a persona, you might not convey the right message to the target audience and thus, you lose the important part of the market.
Visual Brand Identity
Businesses create the visual brand identity in order to evoke certain feeling and experience with the brand in the customer`s mind. In addition, visual brand identity can set your features apart from your competitors. In order to keep the brand in the customer`s mind, all of the visual features should be aligned with each other. Here are some examples of visual brand identity:
Logo design, colors, typography, website, brochure, official papers, packaging, employees clothing, jingle and interior design of the company.
Social media presence
In the modern era, social mediums provide a desirable platform for digital marketing. Social media accelerates the branding strategy. Brand identity recognition, customer`s trust and direct relationship with the customers can be named as the main benefits of social media. Selecting the social media platform should be based on brand persona, tone of voice and general organization goals.
It should be noted that content creation has an important role in branding. Have consistency in your contents and tone of voice, so that impress target audience and evokes their feelings. Moreover, flexibility and customer orientation are two other important factors in this process.
A good branding strategy can take your business a long way. It helps establish a valuable connection between your company and customers. Macan digital marketing agency helps you to implement the best branding strategy.