Branding is an English word used in the field of marketing (also known as marketing). It should be noted that despite the popularity that the term has acquired, even in the Spanish-speaking world, it is not part of the dictionary of the Royal Spanish Academy (RAE).
The notion of branding makes it possible to refer to brand building process. It is, therefore, the strategy to follow to manage the assets linked, either directly or indirectly, to a commercial name and its corresponding logo or symbol.
These factors influence brand equity and customer behavior. A company whose brand has a high value, a strong corporate identity and a good positioning in the market will be a stable and secure source of income in the long term.
Branding seeks to highlight the can of a brand, those intangible values, such as uniqueness and credibility, that allow them to differentiate themselves from others and cause a unique impact on the market.
What branding tries to do is highlight those qualities that the brand transmits to the client and that constitute its strength. In this way, it is possible that the consumer associate in your mind a brand with a value; This may be, for example, the innovation. In this case, advertisers would want the consumer to think about the brand when looking for innovative products.
In a market that grows day by day, offering products and services more and more accessible to consumers’ pockets, it is difficult to present itself with a fresh proposal and, at the same time, profitable. Furthermore, we are going through a moment in the history of entertainment and communications in which innovation seems to be frowned upon; there is a feeling that all consumers want the same and who want to pay as little as possible for it.
Build a brand, either from scratch or as a renewal of its image, in a industry condemning visionaries, it is certainly a task that fewer and fewer people dare to undertake. The identity of a signature is the fundamental aspect of its existence, since it offers the possibility to distinguish itself clearly from the others; Curiously, this cannot be seen, for example, in the most prominent mobile phone companies, which represent the most active and successful portion of the market today. The question that arises, then, is whether the basic principles of the branding process have changed to minimize the percentage of potential losses.
The main points to take into account when carrying out the graphic design they are the typeface, the colors and the name. These are issues that will be decisive for brand positioning. Specialists in the field point out that a typography thick and sans serif (a French term that refers to small decorations on the letters) demonstrates robustness and inspires confidence in consumers; hence they are the ones chosen by the banks. On the other hand, it is important not to overlook a certain degree of symbolism; The font used for the logo of a hairdresser, for example, may well be very thin and not very rigid (as if it were hair), and this does not mean that it denotes a lack of responsibility or instability.
With respect to colors selected to make the logo of a brand, the most common example that is used to explain its importance is the case of McDonald’s: it combines red, which indicates alert, and yellow, which symbolizes well-being and is also related to food . It is worth mentioning that the symbology of these colors is much more complex and extensive than what is stated in the previous sentence; but taking into account these simple data, it is easier to understand the success that this chain has achieved worldwide.
Last but not least, you will find name. Unlike the previous two points, this is an aspect that consumers often criticize, since it is the most obvious, although not the easiest to understand. The formula for the perfect name, given that examples such as Ford (which is the name of its founder) show that even without creativity it is possible to build an empire; However, it is considered that the ideal is to find a relatively short word, easy to pronounce in most major languages, and with enough character and personality so that its existence makes sense even when it is not being associated with a particular product or service.
In short, branding is a process exhaustive and highly complex to solve a problem that very few perceive, and on whose success the companies depend to a large extent.