The Ultimate Guide to Branding in 2020

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Products are never simply products, right?

Coca-Cola is more than a soda pop. Starbucks is more than a coffee. Ray-Ban is more than a set of sunglasses. Glossier is more than a tube of concealer.

Getting together with these products provide experiences , and we buy them with that experience in mind. Even better, the companies that create and marketplace them know exactly the experience they want you to have once you make (or consider) a purchase. That is why they create a brand.

From the language within their Instagram caption to the color scheme on their latest billboard towards the material used in their product packaging, companies who create solid brands know that their brand name needs to live everywhere . They know their names extend much beyond the label.

The end result? These brands are identified, loved, and chosen away from a long lineup of choices.

Who doesn’t want that will? I know I do. That’s exactly why we built this guide — to equip you to generate and manage a strong brand name that’ll help your business end up being admired, remembered, and preferred.

Use the links below in order to jump ahead to parts of interest, and don’t forget in order to bookmark this guide for later.

What is a brand?

Before I dive into the importance of branding and the way to build a brand, let’s go back to basics: What is a brand?

A brand is a feature or set of features that distinguish one organization from another. A brand is typically comprised of the name, tagline, logo or even symbol, design, brand voice, and more. It also refers to the entire experience a customer undergoes when interacting with a business — as being a shopper, customer, social media fans, or mere passerby. the 2015 global Nielsen study, almost 60% of consumers said they actively purchase from brands they know, and 21% said they purchased a product because they liked the brand.

Branding gives your business an identity beyond its product or service. It gives consumers something to relate to and connect to.

Branding can make your business memorable . It’s the face of your company and helps consumers distinguish your business across every medium (which I discuss later).

Branding supports your own marketing plus advertising efforts. It helps your promotion pack that additional punch with added reputation and impact.

Branding brings your workers pride . When you brand your company, you’re not only providing your business identity, you’re furthermore creating a reputable, highly-regarded workplace. Strong branding brings in strong employees. Brand awareness refers to how familiar the general public and your target audience is with your brand. High brand awareness results in brands being referred to as “trending, ” “buzzworthy, or “popular. ” Brand awareness is essential because consumers can’t think about purchasing from your brand in the event that they’re not aware of it.

👉🏼  Solid branding makes your business known.

Brand extension

Brand name extensions are when businesses “extend” their brand to develop new products in new industrial sectors and markets. Consider Ford lawn mowers or Martha Stewart bedding. Brand plug-ins allow companies (or individuals) to leverage brand attention and equity to create a lot more revenue streams and shift product lines.

👉🏼 Strong branding brings in more income.

Brand identity

Brand name identity is the personality of the business and the promise you make to your customers. It’s what you want your customers to leave with after they interact with your own brand. Your brand identification is typically comprised of your values, how you communicate your service or product, and what you want people to feel when they interact with it.

👉🏼   Strong branding gives your business more than a name.

Brand management

Brand management refers to the process of developing and maintaining your brand. It includes managing the tangible elements of your brand (style guide, packaging, color palette) and the intangible elements (how it’s perceived by your audience and customer base). Your own brand is a living, inhaling and exhaling asset, and it should be maintained as such.

👉🏼   Strong branding requires constant upkeep.

Brand recognition

Brand recognition is exactly how well a consumer (ideally in your target audience) can identify and identify your brand name without seeing your business name — through your logo, tagline, jingle, packaging, or advertising. This concept goes hand-in-hand with brand name recall , which is the opportunity to think of a brand without any visual or auditory identifiers.

👉🏼 Strong personalisation keeps your business top-of-mind.

Real-life brand illustration : Want to test your brand name knowledge? Take this Logo Quiz by Business Insider to see how well you know your own corporate brands. This is brand name recognition at work.

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Brand name trust

Brand trust describes how strongly customers and consumers believe in your brand name. Do you deliver on your marketing promises? Do your salespeople and customer service go above and beyond? These items can create trust among your clients, which is important in a entire world where a mere 25% of individuals feel confident in big businesses.

👉🏼   Strong logos builds trust with your customers.

Brand valuation

Brand name valuation is the commercial valuation of your brand derived from customer perception, recognition, and rely on. This concept goes hand-in-hand with brand name equity . A powerful brand can make your business invaluable to investors, shareholders, and potential buyers.

👉🏼   Strong branding increases your business’s value.

Want to build a highly effective, measurable brand? Download our free guide on How to Build a Brand in 2019.

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