Branding
Name recognition – storytelling – brand perception – visual identity
Why do people think they can shop very inexpensively at Aldi when there are now cheaper supermarkets? And why do people want to stand in line for a relatively expensive cup of coffee at Starbucks? Branding!
What is branding
Branding gives people a reason to choose your brand. It focuses on the emotion, feeling and image a person has with a brand. Someone chooses to associate (or not) with your brand. Think Apple, Tony Chocolonely ánd Starbucks. But also consider the associations with brands such as Coolblue, Lonsdale, Allstars and H&M.
Branding thus represents the entire image that the target audience has of a brand and goes beyond identity. You need it to “load” your brand’s identity. It ensures that your brand takes on a personality and thereby becomes distinctive from the competition.
Marketing finds, branding connects
Marketing and branding cannot exist without each other. Branding is the story, marketing is the engine. With marketing, you actively promote the sale of a product or service. Thanks to branding, consumers prefer your brand.
Leave the right impression
For effective branding, we can offer the following:
- Determine distinctive positioning.
- Developing a brand promise or payoff
- A recognizable corporate identity and proper tone-of-voice
- Developing a communications capstone
