In recent weeks we have We talked a lot about brands. Here's a current and relevant topic that needs to be discussed not only by professionals in the field but also by those who want to start their own business: throughout your career, have you ever come across the term Branding? If you know it but have never fully grasped its meaning, or if you're one of those who has no idea what it's about but wants to learn in a practical and objective way, keep reading and we'll help you.
You want your business to be recognized in the market and become a sales success, right?
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Branding is the set of actions aligned with a brand's positioning, purpose, and values. Its goal is to help you evoke feelings and create conscious and unconscious connections with your consumers, which will be decisive in their choice of your brand at the time of purchase.
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Brand management
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Effective brand management is capable of creating genuine connections and transparently conveying business values, adding value to the business and generating engagement. The branding process is complex and involves a great deal of strategic work to ensure effective customer relationships.
Building relationships with consumers is much more than creating a logo; it ranges from deeply understanding your target audience and creating the brand's visual identity to developing a consistent brand personality. Throughout this journey, several guiding questions need to be answered, such as: "What is my brand?" "How does it want to be recognized?" "What are the differentiating factors it brings to the market?"
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Shall we look at a practical example?
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If we're talking about a brand that owns a chain of restaurants and primarily uses the colors red and yellow, does anything come to mind? Now think of two arches… nothing? This brand adapted the foreign names of its restaurants to Brazilian regionalisms. Okay, one last hint: Two hamburgers, lettuce, cheese, special sauce, onions, pickles, on a sesame seed bun.
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"I love all of this so much!"
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It became easy, right? McDonald's branding is a success story when we talk about branding in theory and practice. The striking colors are present throughout the composition of the brand's visual elements, the iconic yellow arches have become a reference in our collective imagination, and the mascot, which at first glance may be a little scary, has grown up with the millennial generation. singing and dancing to all the jingles that were stuck in my headIn addition to a very special touch in their highly humanized verbal communication, they manage to create a close and lasting relationship with their customers, who feel connected to the brand.
There are so many well-thought-out and executed brand reinforcement elements that only brands that know exactly where they came from and where they want to go can orchestrate it all (with an extremely qualified and talented team). Did you feel the peace and tranquility in the eyes of someone who knows their loyal audience will be on their side? Now tell us which brand holds a special place in your heart, whether for its colors, language, or positioning.
