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Branding: the key objectives of creating a positive image
Branding is the development of a positive image of the company in order to remember and fix it in the minds of consumers. It is an important component of business development, which will help to scale and become recognizable in the market. Brand management presupposes realization of a complex of different events and approaches, the purpose of which is formation of the correct image and establishment of long-term relations with clients. Companies which pay the right attention to branding have a unique style and a high level of trust from consumers. A striking example is Apple, Coca-Cola, IKEA, which are known all over the world even by those who do not use their products. One of the approaches for branding of the world’s largest producer of soft drinks was a Christmas video, in which a truck carries presents and treats.
Successful branding requires a number of key objectives:
- measures to create a positive image of the company and its products;
- demonstration of the high value of products;
- establishment of communication between the business and its customers;
- development of a brand concept for the visual recognition of the company or its product;
- development of a marketing promotion strategy.
The purpose of branding is to demonstrate the value of goods or services to consumers. In addition, it allows the company to be more noticeable in comparison to competitors.
Creating a positive image is important for large companies, as well as for those who eventually plan to enter the international market. For small firms that are not going to scale their business in the near future, creating a brand will be an inexpedient waste of resources. In this case, it is much more useful to spend money on optimizing business processes and increasing the efficiency of work.
But it should be understood that the absence of a brand leads to less confidence in the product on the part of consumers. Accordingly, there will be no “word-of-mouth” radio. In addition, promotions will have a better effect, as will investors, who will more quickly entrust money to a brand than to a little-noticed firm.
Branding comes in several types, one of which is personal. In this case, the image of a certain person is promoted, for example, the head of the business. Clients will go to a specific person who positions himself as an expert or professional in a specific field.
Corporate branding implies developing a philosophy for the business as a whole. Here attention is paid not only to the company’s image on the market, but also within the staff. For this purpose the relations between the employees are built by the management, and a definite personnel policy is implemented.
Political branding includes a pre-election campaign of a candidate for any post. This includes the creation of a program, symbols and slogans.
Product branding focuses attention on products, their design, and packaging design. This approach allows the product to stand out from others, make it recognizable among competitors, increasing its value in the eyes of consumers.