The complexity of brand marketing makes it tough to define at times. Click here for the top 10 branding elements and what they mean.
64% of consumers say they continue having a relationship with a brand because of shared values. This is true regardless of how small or large your company may be.
But shared values are only part of branding. Other branding elements can help you stand out from the rest.
It can be difficult to effectively brand your business if you don’t understand all aspects of branding. It is vital to be able to identify the right brand components, as branding is a major part of marketing.
To help you save time and money, continue reading. We’re sharing with you the top 10 branding elements and what they mean.
1. Your Company’s Name Is One of Your Branding Elements
You may not consider the name of your company to be very important. You often ask for Kleenex when you sneeze. Although Kleenex is a brand for tissue, it is now a synonym for tissues thanks to a brilliant branding strategy.
But it’s not as simple as it looks to come up with a memorable brand name. If you have a pizza shop, you might end up with less customers than you would like if you choose a name like “Sam’s and Ella’s”.
2. The Power of Your Logo
Logos can be used by businesses to give consumers a visual mark that identifies your brand. If you look at an apple and take a bite, you will know what brand it is.
When you see golden arches you know that there’s a McDonald’s near you. Logos matter a lot. There are many things to think about before choosing a logo.
Graphic design plays an important role. Graphic design is important. It will impact the font, design, as well as the colors that you use. Click here to learn how you can create a logo online.
3. Create a Mission and Vision, Then Share It
Two components of your brand that you need to identify are your vision and your mission. Your mission is the reason your brand exists.
Your vision is the way you envision your company creating a better tomorrow for your customers. These are two key brand elements. You are the reason your company exists. No one else will.
4. Determine Your Brand’s Image
Think About the Weinstein Company. Harvey Weinstein, one of their top executives has made them one of America’s most hated corporations. Harvey Weinstein effectively destroyed their image.
Brand images are not what people think of your business. This is brand identity.
Instead, brand image is what your consumers actually think about your business. If it’s negative, it’s a problem.
5. Internal Branding
Internal branding is just as important as external branding. You need your employees to be as passionate about promoting your brand and company as you are.
If your employees don’t believe in your brand, then your customers will. Imagine being made to feel uncomfortable by Mickey Mouse when you go to Disneyland.
Disney knows how to use branding internally so that every employee is a part of the Disney brand. It doesn’t matter what your employees wear or how they act.
6. Creating Brand Loyalty
Saturday Night Live has been around since 1975. The show has been around since and has had many casting changes over the years. There have also been some very dull years.
Yet there are millions of people who have grown up watching the show and continue to watch it. The show’s guest stars have helped it stay relevant and fresh even in its waning years.
Your goal is to build brand loyalty so that your customers do not just continue doing business with you, but become loyal fans who encourage others to use your products or services.
7. Communicating Your Brand
There are many ways to communicate your brand. There are many ways to communicate your message, especially in today’s world.
Whether it’s an advertisement, punchlines, social media or brochures, it’s important to keep sending messages to your core audience. Communicate clearly and effectively to your customers the core benefits of your company.
Otherwise, you’ll have to contend with being both out of sight and out of the minds of your customers.
8. Identifying Your Core Audience
No business is the right fit for everyone. Even if you believe you have the perfect customer, not everyone will be it.
Amazon carries almost everything a person could need, but they still don’t have 100% of the human population purchasing items through them. It is important to identify the most likely buyers of your product/service.
Find out who they are. Find out what their interests are. Find out what they do for a living and how much they make. Also, where they live.
The more you know your audience, the easier it will be to find ways to communicate with them. They will also be able to market effectively to you.
9. Using Your Senses as Brand Elements
Brand elements can include anything from colors to fonts, and even your senses. Brand elements can include sound, movement, smell, taste, and even touch.
Think about Diet Coke vs Diet Pepsi. Loyal fans swear that there is a big difference in the flavor. Both soda giants have figured out how taste can be used as part of their branding.
Your sense of smell could also be part of your brand. Play-Doh is a well-known brand. This is why it’s been trademarked.
Movement can also be considered a brand element. You can use this information to brand your product if it expands, shifts or condenses in a unique way.
Last, there’s sound. You can think of advertising jingles you’ve heard for years, but know well. Klondike and Big Red came up with jingles that were so popular, sales spiked.
10. Brand Equity
Your brand’s equity refers to the brand’s value. This can be tangible financial value such as revenue or market shares.
It could also include intangibles like strategic benefits for your company. Apple’s status as a major technology brand is an excellent example. People perceive Apple to be a high-quality, cutting-edge company.
Keep learning. Even companies with all of their branding elements in place need to be able to adapt. Despite being well-known, the Morton Salt Girl has made many updates and changes over her career.
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