What is branding and why it's so important

Fernanda Costa • June 23, 2022

When you hear the word "brand," what comes to mind? For many people, brands are simply the logos and names of the companies that make their favorite products. 


However, branding is much more than that. Brands are intangible concepts that help shape people's perceptions of businesses, their products, or individuals. In many cases, brands are what sets one company apart from its competitors.


By creating a strong brand identity, businesses can gain a competitive edge in the marketplace. And while branding may seem like a purely commercial endeavor, it can also be used to raise awareness for important causes or individuals. 


Ultimately, branding is a powerful tool that can be used in a variety of ways to create value for businesses, individuals, and society as a whole.

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How to build a brand?

1. Know your audience

The first step to building branding for your business is knowing very well your audience. If your brand doesn’t resonate with your audience, it won’t lead to that awareness, recognition, trust, and revenue. 


You must understand to whom your branding will be speaking. By doing this you can study their demographics: age, gender, location, interests, income, and more. 


Once you know who they are, you can begin creating branding that will speak to them directly. But beware: as your business grows, so does your audience. 


It’s important to keep track of these changes and ensure that your branding continues to resonate. Otherwise, you risk losing the attention of the very people you need to reach.

2. Have a clear mission and values

Your branding is what sets you apart from your competitors and tells your customers who you are and what you stand for. 


That's why it's so important to make sure that all of your business decisions are aligned with your brand mission and values. 


For example, if your business mission is to be sustainable, every decision the company makes should be towards sustainability. If that's not the case, people won't trust your brand and your branding will fall flat. 


It's also important to keep your branding consistent across all platforms, from your website to your social media to your marketing materials. This way, people will always know what to expect from your company, and you'll build a strong and loyal customer base.

3. Visuals must be aligned

The visual elements of branding are some of the most important aspects to consider when building a brand. Things like your logo, color palette, typography, iconography, and other visual components play a big role in establishing credibility and recognition. 


A consistent visual language helps customers connect with your offerings instantly. And generally speaking, people are more likely to trust a well-designed website than one that looks messy and unorganized. So it's important to make sure that every aspect of your branding has strong visual elements.

4. Define your brand personality

If your brand were a person, how would it talk to you? This is an important question to consider when developing your branding strategy. Your brand voice should connect and resonate with your target audience. Otherwise, they probably won’t pay attention.


Think about the kind of relationship you want to have with your customers. Do you want to be friendly and casual, or more formal and business-like? Once you’ve decided on the tone, make sure all your communications reflect that. from the way you answer the phone to the language, you use in your marketing materials. Consistency is key when it comes to branding.


So, what kind of personality do you want your brand to have? Defining this will help you create a brand voice that speaks to your audience in the right way.

5. Be consistent everywhere

In today's crowded marketplace, branding should be everywhere. Your website, your store, social media, advertising, packaging, customer service, and much more. 


Your mission, values, design, voice, and personality should reflect on every aspect of your business. By creating a strong and consistent brand, you'll make it easier for customers to remember you and choose you over the competition. So if you're not already thinking about branding across all aspects of your business, now is the time to start.

6. Let AVARIA do the hard part

If you want to take the time and effort to do it yourself, we applaud your efforts! We have put together a lot of resources on our website that can help get you started. However, if you’re looking for some professional help (because who isn’t?), AVARIA is here to help.


Our team of experienced branding experts will work with you every step of the way to create a unique and effective brand strategy for your business. Let us show you how easy it is to build a strong brand that stands out from the competition. What are you waiting for?


CONTACT US

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