• Carolina Cardenas

Identity Crisis? Focus on Branding.

Updated: Jun 17, 2020

Since the day a business idea comes to mind, the brand is born. From the product and service, all the way to the company’s business mission statement, branding plays a key role in eliminating the identity crisis that you may face.



What Exactly is a Brand?


Before trying to understand what brand marketing is, it is necessary to know its importance. Brand is a word that is widely used but unevenly understood. A brand is a representation of the products or services offered while also creating a more personal relationship with the customers. Before, a brand could have been mistaken with the logo of a company, but it has evolved into so much more than that; it’s the company’s identity.


The Importance of Branding

Growing up, we were all constantly told to not judge the book by its cover. Many of us decided to take that advice, however, most people were influenced by the visual identity of a book. This shows a clear example of not only the importance, but the power branding has.


Effective and successful branding focuses on major elements such as values and a culture that resonates. When developing a brand, the values added can help differentiate your service and product from other companies. Having specific values and defining a purpose with consistent core identities can strengthen the brand.

Focus is also a key factor for having a successful branding since it helps keep up with the consistency while still remaining flexible. When creating a brand it is advised to focus on a certain niche in a specific industry rather than creating an “overcrowded market.” By remaining focused on the values needed to be showcased, it can lead to creating the ideal “face” of your brand and communicating it to the optimal customer.


Marketing a Brand


Now that you have a better idea of what branding is, brand marketing emphasizes on creating a personality for the products and services offered in different companies. It creates diversity by elaborating on the value and identity each specific company wants to communicate to their audience. It is all about creating a long-term plan for growth with brand marketing strategies that create guidelines that align with the company’s vision.

Brand marketing highlights and promotes the overall company’s vision by merging authenticity, values, and the overall brand. The aim is to create a journey and experience between a customer and a brand, so in the long run those customers gain trust and unconsciously (or consciously) promote the brand. Once a connection is established with the audience it’s easier to interact with them which leads to making the brand more recognizable, and hopefully matures into brand loyalty. If you stay the same throughout the years without evolving the brand's image, adjusting it, and adapting it to your customer's growth, wants, and overall interests, you will fail.


From Expense to Asset


The most valuable asset for any business is its brand. Many successful companies can relate with the struggle of finding the specific identity needed to communicate effectively what they offer. Brand marketing can become an expense not seen as an investment, but in the long run it converts into value towards your brand and your company. Even if it’s an intangible asset, a well executed brand can lead you into having many sales in the future. Having said this, some businesses fail to treat their brand with the value it deserves.


Focus on Identity


From the very beginning of the branding process, focus on the message you want to portray to the audience and how you add value to their lives. Brand perception begins to be shaped through the customer’s experience and emotions. To be successful and establish a genuine relationship with your customer, focus greatly on what the value of the company is and stay consistent with it but also be open to adapt and change as needed.


34 views0 comments

Recent Posts

See All