Have you ever had in mind to create your brand? Without a doubt, the process of branding and brand creation is complex. Far from choosing a simple, attractive name and making it known among your friends, this branding process consists of different, more essential phases. If you are thinking of creating your brand, this article is for you. Read this guide and learn how to create a brand for your business from scratch, which augurs excellent success.
THE LOVEMARKS, BRANDING STRATEGY AND BRAND CREATION.
The success of your business depends mainly on the attractiveness of the brand. Sales are essential, but they will not come without a proper branding and branding strategy. Let’s start by defining this concept.
Branding is nothing more than the process of building a brand. Of course, this process consists of some strategies whose implementation will determine its success. Among these strategies, the brand name and the symbol or logo representing it constitute the customer’s first impression of the brand. A good branding strategy will ensure that the brand transmits an attractive image to the user, inspiring professionalism and reliability and achieving a high reputation.
In addition, this must be aimed at achieving a brand image that is easy to identify and remember. This differentiation and memory are essential points of branding in the current context, marked by intense competition between many existing companies. Given this commercial and media saturation, in which most brands offer the same product or service, the added value of branding makes the difference and the possibility of success for your business.
This differential value aims to establish emotional links and a relationship with the user, achieving customer loyalty and their decision to pay a specific price for the brand.
The great publicist Kevin Roberts goes one step further in branding. Studying the importance of this loyalty on the part of the users and how to obtain it, Roberts contributes to the Lovemark concept. As the author of the book Lovemarks: The Future Beyond Brands states, “For great brands to survive, they need to create loyalty beyond reason. That is the only way they can differentiate themselves from the millions of bland brands with no future.” Thus, we can define a love mark as a brand that attracts and falls in love with the consumer.
PHASE 0 OF BRANDING AND BRAND CREATION: STEPS TO FOLLOW.
As we have seen, a good branding strategy is vital for the success of a business. To do this, creating a brand from scratch requires making a series of significant decisions.
When we talk about branding and branding, we first need to decide on the name of the business. To do this, we must be clear about the central concept behind our brand and what it wants to communicate.
The naming or brand name has a creative component, giving the company originality and helping the brand to stand out from its competitors. Now, an original name is not everything. Although creativity is vital for naming, we have to consider the product or service behind the brand and the target audience it is aimed at.
Depending on the market in which our brand operates, we must follow one naming strategy or another. While in specific sectors, opting for an abstract or suggestive naming, in which originality prevails, can be a crucial factor in differentiating our brand and giving it added value. However, descriptive marks stand out in hospitality, cleaning or electricity markets. These names prioritize the easy recognition of the brand and its positioning in the market, restricting its creativity.
Regardless of the market, your brand is targeting, we provide you with a series of tips and factors that you must consider when choosing the naming of your business.
- Originality.
- Brevity.
- Ease of reading and writing.
- Sound impact.
- Ease of recall.
- Possibility of using acronyms.
- Timelessness and durability.
- Adaptability.
- Internationality and globalization.
CORPORATE IDENTITY
Once the brand’s naming has been defined, we begin with the corporate identity.
The brand’s corporate identity encompasses the values that make up the company’s philosophy. At this point, a good branding strategy must reflect this identity visually. In other words, to transmit these values, the corporate identity of a business is reflected in its visual identity.
The fundamental point of the brand’s visual identity is the logo. The first thing is to remember that the logo will represent your brand in the market. It will shape the naming of your company. It will be your showcase. Therefore, the image of this is fundamental.
When creating a logo, we must take into account different factors. The colour of the logo will be the corporate colour of the brand. This choice goes beyond an aesthetic issue or preference for one colour or another. As we tell you in our article on the psychology of colour, “we must bear in mind that in all cultures there are connotations associated with colours, which make us interpret them linked to some meanings or others.” Thus, “the colour of our brand will influence the message we send to the consumer.” We invite you to know the meanings associated with each colour in this article.