What is branding? Definitions, elements, objectives, benefits and strategies

As a business actor, of course you want a lot of people to know about this business, right? One business strategy that can be used is branding. Branding is the lifeblood of the business itself, including the name mark and its various properties.

The importance of branding in business is becoming more and more important with the passage of time, especially when the competition is getting higher. That’s why branding is one of the important parts you need to build in your business, my friend!

To better understand what branding is and things around it, to branding strategies, Apik has summarized the full review below. Listen to the end, OK!

Definition of branding

Branding is a part of marketing to give a company or product a strong perception or value. In other words, the concept of branding is the way companies communicate with customers to build a good image and stick in the minds of their customers.

Referring to Kotler’s statement, the meaning of branding is a name, term, sign, symbol, design, or a combination thereof, intended to identify goods or services or a group of sellers and distinguish them from competitors.

So another purpose of a brand is an identity that differentiates it from products, services or other things. Therefore, today branding is also referred to as the overall corporate image.

Brand benefits

Branding is one of the most important things in business because it has various beneficial benefits which are as follows.

1. It has its charm

Building a strong brand will be a special attraction in the eyes of consumers. It can also make a product or business famous because the brand image is already embedded in the minds of consumers.

An example is mineral water products, many people remember the Aqua brand first than other brands, even though both are bottled mineral waters.

2. Secure a strong business position

If the branding is successfully implemented and is able to strengthen its existence in the community, it will be difficult for competitors to move the position of the brand. For example, the Coca Cola brand is still at the top and outperforms its competitors.

3. Increase loyalty

The positive image that has been embedded will certainly go hand in hand with the quality level of consumers in using the product or brand. Therefore, it will be very possible to increase the loyalty of your customers through branding.

4. Ease of marketing

The last benefit of branding is that it makes the process of marketing your product easier, my friend! Why? Because a brand that is well-known and even well-received by consumers has gained confidence in its quality.

Therefore, you no longer need complex marketing because the product already has a positive perception and consumers will tend to recommend it to others because they are satisfied with the product.

Also read: Personal branding: definition, meaning and how to build

Function and purpose of the brand

Apart from getting various benefits, branding is also done for various purposes including:

1. As a differentiator

The function of the brand is as a differentiating element. As explained earlier, branding is an attempt to create an identity that is different from others. This will make it easier for the consumer to recognize and remember the product or company compared to other competing products.

2. Build a good image

In addition to distinguishing oneself, the purpose of a brand is also to build a good image, starting with the product and the company as a whole. In this way, consumers can assess the quality of the product or company and increase their trust.

3. Promotion and attraction

As with the branding benefits above, when a product has a strong identity and is already popular, it can be a special attraction and make it easier for you to promote it to consumers.

4. Psychology of influence on consumers

Strong branding will create a good image and perception. This affects the psychology of consumers where they will surely trust products with a strong brand name more than other products.

Consumers tend to look down on unbranded products because they lack quality and professionalism and are therefore less able to trust.

5. Market controller

The final function and purpose of branding is as a means of market control. Why? Because products with a strong brand were well known and accepted in the community, so the company can control the market where the product is offered.

Brand elements

After knowing the various features and benefits, surely you are interested in implementing them, right my friend? So what are the elements of implementing this brand? More specifically, some branding elements are as follows.

1. Logo and brand name

The first element of branding is the logo. A logo is used as the identity or visible face of a brand. Therefore, create a logo that is unique but still in line with your brand so that it is easily recognized by the public.

2. Vision and mission

The vision and mission of the brand is the same as the basis of the business itself. These two things will also reflect the image of how your product is a solution to consumer problems.

3. Slogans

If the logo is a visual face and image, you can use a slogan or jargon to better present what you offer to consumers.

4. Website

The final element of branding is the website, which portrays the image that consumers want to build and embrace. Besides, the possibility of increasing brand awareness is also higher if you have an official website for your business, my friend.

Brand type

Therefore, branding is also divided into several types due to different goals. More specifically, the types of branding are:

1. Personal branding

Personal branding is a branding strategy to promote a business or service using one’s own name and is also known as self-branding. In general, people who do personal branding are people with a certain position and occupation, such as public figures, politicians, influencers and the like.

An example of personal branding done by public figures in Indonesia is Merry Riana as a motivator on his Facebook page.

2. Product branding

The second type of branding is product branding. This type is most often done by entrepreneurs by prioritizing the elements of their products such as benefits, features, prices and so on.

There are various purposes behind using a product brand, such as promoting new products or increasing sales of old products. Media is now increasingly diverse, from newspapers, television, billboards to social media platforms.

3. Geographic branding

If the former type emphasizes the product, it is different from the type of geographical branding that emphasizes the advantages, uniqueness and beauty of the region. It is intended to promote the region and is generally used in tourism.

4. Corporate branding

In addition to marketing a product or service, branding can also be done to market a company. Yes, that is what is meant by corporate branding. The elements marketed as part of corporate branding are generally about the company, such as history, vision and mission, work ethic to company values.

5. Co-branding

The last type of branding is co-branding, which is brand development carried out jointly by two or more parties. Usually, co-branding is done to promote the results of collaboration or cooperation of several related businesses to reach a wider range of consumers.

Examples include collaborations between Oreo and Supreme, Oreo and Wall’s Cornetto, and many more.

Also read: What are influencers? Advantages for business and tips for choosing them

Strategy to strengthen the brand

Of course, there are several strategies in building a strong brand to gain various benefits. Therefore, Apik has summarized several strategies for you to strengthen your branding.

1. State the purpose of the brand

A slogan or promises of solutions offered by a brand are not enough to build a strong image, especially if the brand’s industry has many competitors.

Therefore, in order to maintain the uniqueness of the image or image that is built, it is necessary to have a purpose or reason behind your own business, my friend. For example, the Swedish furniture brand IKEA stated that the reason for establishing the business was to improve everyday life.

The brand’s goal is written on its official website in the Vision and Business Idea section, namely “to create a better everyday life for many people”.

2. Have an official website

From the example of IKEA, it certainly shows one of the important roles of having an official website for your business. In addition to displaying the reason for the establishment of the business, the website can also be used as a place show off from consumer testimonials, company profiles, blogs to buying and selling platforms.

3. Maintain brand consistency

Another way to strengthen branding is to maintain brand consistency, both in terms of quality, visuals and marketing. Of course, this will greatly affect the level of trust consumers have placed in the brand.

4. Maintain good relations with consumers

It is undeniable that the level of consumer trust is one of the most important things in business. Therefore, not only business partners, build and maintain good relations with consumers, my friend!

5. Consumer appreciation

Having many faithful and loyal customers is a satisfaction in itself. But you have to try something so that loyalty does not fade or even disappear. One way is to reward consumers, for example with special discounts, referral benefits, point system for every purchase and so on.

6. Provide good customer service

In addition to awards, service to consumers is no less important. This is supported by data from Nextiva, which shows that 96% of consumers believe that the presence or absence of customer service affects their brand loyalty.

Therefore, provide good customer service and make sure that all customer service personnel do so according to the standards of your brand or company.

7. Monitor competitors

The last way to strengthen your branding is to keep a close eye on your competitors or business competitors, my friend! This will help you avoid the mistakes of competitors or create products with similar concepts and values.

By having a strong brand, you can reap various beneficial benefits for your business, my friend! In short, branding is one of the strategies to make businesses more and more recognized and gain high consumer loyalty.

So entrust your hosting to Apik to make your website branding efforts run smoothly! For those of you still wondering about hosting or other business tips, you can check out more articles here!