If you are opening or have thought of opening your own ecommerce , you are probably asking yourself some questions about the brand you would like to build and how to do branding.
In this article I want to talk to you about this marketing technique, which is the basis of trade and which has the power to launch a business in the Olympus of success (or to sink it).
Before talking about it, however, let's take a few steps back to understand what brand means and, above all, branding.
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What is it and how to create a brand?
The brand, translated literally, is the brand of a company.
In the past, perhaps it was limited to being just that, but today we know that the term "brand" has a broader meaning.
In reality, today the brand is the face of a company. It represents it in all locations, distinguishes it from the others in the eyes of the consumer and remains in the minds of customers, arousing different sensations.
Just think, for example, of what the Barilla brand transmits to us: tranquility, serenity, safety within the walls of the house, union and family warmth.
Nothing to do with the Nike brand, right? Which instead transmits energy, power, endurance, dynamism, freedom.
A brand is therefore able to:
make yourself immediately recognizable to customers;
arouse a variety of emotions;
remain in the memory in order to represent something for the consumer to trust, to the point of becoming synonymous with quality.
But how does a brand, with a simple logo, a name and an impressive phrase, achieve all this? That is, to remain in people's memory, to transmit trust and to arouse different sensations?
Well it's not easy. First, there is solid work upstream to get the logo and name right.
Only later, when the brand is ready, can we think of an adequate marketing strategy to give it all the above qualities (the so-called "branding"), which can last for years. This strategy, if done well, ensures the success of that product and will also pave the way for other products of the same brand, thus building customer loyalty.
But let's go in order and let's focus on the first steps to take.
The brand creation phase is very delicate Philippines Photo Editorbecause it is from here that the identity of a brand is decided, the so-called brand identity, or the image that the company wants to give of itself.
Create a strong brand identity
Before taking care of the practical aspects of your brand such as logo, name , etc, you have to ask yourself: “what image do I want to give of my company? What sensations do I want to arouse? How do I want to position myself in the mind of my potential client compared to all the other brands? ".
In fact, all the elements of the brand, from the choice of colors to the way of communicating (tone of voice), must be aligned and contribute to creating a solid and unique identity, just as if it were a person: the brand identity, in fact.
For example, if yours is a company of natural and eco-friendly cosmetic products, to differentiate itself from other companies, the brand must be built in such a way as to recall this concept in the viewer.
To do this you will have to use, for example, suitable colors and lines, a name that reflects the company's activity without neglecting the ecological aspect, and a memorable payoff, that is a few words phrase that remains linked to the brand and that helps to create the his identity.
When the brand is ready, all that remains is to start the marketing strategy I was talking about a little earlier to transform it into a brand. If you are wondering what it is, then we need to talk about branding .