Basically, branding means establishing a brand. The term “brand” comes from the root “to mark”. A brand is established through a company’s entire appearance and is thus remembered by consumers. Certain strategies enable you to awaken positive associations in your customers, thus ensuring that they remain loyal to you for a long time. This may sound simple, but it requires extensive planning. There are many points to consider when building a brand. Which target group do I want to address? Which channels do I want to advertise through? You should take all of this into account if you want to establish a brand long-term. There are countless ways to advertise your brand and thereby promote its branding. In the following sections, the team at business.troika.de would like to share some important tips on the topic of branding.

The aim of branding

The aim of branding is to be remembered by consumers. When thinking about a certain product, your company should spring directly to mind. Two famous examples in English are Hoover and Sellotape. These terms are now used as synonyms for vacuum cleaner and adhesive tape. And that is exactly the aim of branding. Your brand should be so anchored in the minds of consumers or customers that they use the name of your company as a synonym for a specific product. And of course this process takes time. Branding is a never-ending process. First of all, you need to earn consumers’ trust. Show that your product stands out from any copycat products. Make it clear to customers that your product is of particularly high quality, durable, innovative and functional. Only in this way will your brand be remembered for years to come. Also, in branding, you should be careful not to sell your brand below its value. A good product is good value for money, but not cheap. In the end, users will appreciate this and enjoy it for years to come. Branding is a complex process, but in the end it will pay off for your company.

Practical tips for branding

1. Consistency
   

   When establishing your brand, you shouldn't leave anything to chance. This starts with your brand logo. It should represent your company perfectly, even in years to come, and should stick in the minds of consumers. You should choose a logo that will accompany your brand for a lifetime. Altering the logo can quickly confuse customers and distance them from your brands. A real step backwards in terms of branding. So stay consistent! When it comes to branding, consistency is the name of the game.

2. Constancy

   People love constancy. In order to maintain your customers’ trust long-term trust, you should also take this fact to heart when building your brand. Make sure that your brand is always being talked about. Use different channels to continually remind loyal customers of your product. These days there are innumerable ways to reach consumers. Whether through social media channels, promotional videos or classic adverts, make sure that you are seen regularly. For successful branding, your website should also always be up to date, so that consumers can see that you move with the times.

3. Flexibility
   

   Flexibility is also essential when it comes to branding. Keep yourself abreast of current trends and adapt your strategy to them. The world is changing and this is also true for branding. A few years ago, printed adverts in newspapers were the path to success. The trend today, however, is more towards moving images. Customers like to watch promotional videos, especially if the video tells an emotional story. This type of content usually makes a more intense impression and remains in customers’ memories for longer. In the best case scenario, customers will even think about your brand in completely independent contexts.

Branding: stand out from the crowd

Nowadays there are countless brands seeking to establish themselves on the market. If you want to secure consumer trust long-term, you need to stand out from the crowd. Tread new paths in branding and don't be afraid of innovation. Unusual advertising videos or posts on social media channels stay in the customer's mind much longer than conventional advertising measures. However you choose to advertise your brand, you should keep up with the latest trends and adapt to the constantly changing communication channels. Inform yourself regularly about current trends in your target group and adapt your marketing specifically to them. If you take these points into account, there is nothing to stop you building a successful brand. Consistency, constancy and flexibility will bind current customers to your brand long-term as well as gaining the trust of new customers. Don't be afraid to stand out from the crowd and use unconventional methods to promote your branding.

If you have any further questions, please don’t hesitate to get in touch. We look forward to hearing from you!