Learn How to Create a Successful Brand

To start we must make it clear that a brand is not just a product. Nor is it just a flashy logo. A brand is a promise, a value proposition that has the ability to deliver functional and emotional benefits. And it is thanks to these benefits that it connects with consumers.

Only when consumers manage to perceive a brand in this way, then, does the logo stop being a simple image and become a prestigious seal.

No successful brand improvises. All have well established their e Strategia brand, has a well — defined brand identity, and knows perfectly the emotional benefits offered and the values they convey.

Why is it so important to define your Brand Strategy?

By having a defined brand strategy you will know who you are, what you contribute and what makes you different from the competition, and although these only seem like simple details, they will give the brand strengths to make much more conscious decisions about what the brand wants to share, the image to be projected, the appropriate means of communication, defining the tone, voice, and personality of the brand, the events that are organized and in which it participates.

That’s the reason that more and more companies hire brand professionals/agencies to work on this. If you’re looking for a one, we recommend you to reach bcbrandesign, the best branding and advertising agency in Milan that work with companies and startups worldwide.

Steps to Create a Successful Brand

1. Brand Architecture

When there is order within, it is more likely to be successful outside. A Brand Architecture is the entire business structure, roles, relationships, and hierarchies between existing brands within a company. In this structure, there are different models that serve as the basis for building a brand, so the first thing to be clear about is what type of brand you want to build.

For this reason, based on business objectives, there are different alternatives to solidly build the best brand strategy.

Monolithic model

Brand of the house: Consist in using a single brand at a corporate and commercial level for each and every one of the company’s products, services, or lines of business. Like for example Honda or Virgin.

Independent model

House of Brands: Different brands for a single line of business. A clear example of this would be the multiple brands: Zara, Stradivarius, Berska, Oysho… from a single company: Inditex.

Brand support model

Combining product brands with the corporate brand will strengthen the organization. It is about using the main brand as a quality seal for product brands. Example: Unilever for Dove, Rexona, and Moussel among others, or P&G for Gillette, Oral-B and Braun, among others.

Mixed model

The mixed model occurs when different architecture models are required for different business lines of an organization, this decision is made based on different business strategies under the same corporate brand.

Each of these models works differently, so it is very important to define which model your brand will work with. It is the basics. Once this is understood, we can continue with everything else.

2. Target audience:

Most informal brands make the mistake of wanting to sell to everyone. That is to say, they do not define a target audience and they let themselves be carried away.

Therefore, when creating a brand, it is necessary to analyze in a careful and strategic way who you want to connect to become customers, otherwise, there will be a waste of economic resources and marketing efforts because you do not have a clear objective.

In short, he who embraces too little grasps. So it is necessary to be clear about who the ideal client is and to study him, what he likes, what behaviors and attitudes he shows towards life, what his motivators and aspirations are, etc. It is recommended to build a personal buyer.

3. Emotional value:

A sale is an exchange of trust and if there is something intangible that manages to cross borders, it is feelings. That is why each brand must create and believe in an emotional value proposition so that the public connects with the brand and shares its same values: What personal wishes does the public intend to satisfy with the type of products and services that the brand offers? What emotions do you want to feel?

4. Brand identity:

Once we have the bases and then we can consciously define what the visual identity should be (logo, suitable corporate colors, fonts, photographic, pictographic and illustrative style), the verbal identity of the brand (naming, voice, tone, style, message) and its sensory identity (smell, sounds, taste, textures).

Many businesses start from the design of a logo without having defined a brand strategy, without really knowing what their emotional value is, what their brand promise is, etc. , shapes, fonts, images, and a style of expression without knowing if they fit with what it should really convey.

The result of all that is that it ends up being an inconsistent brand.

So, that ends our article here. We hope that our readers would find it helpful. If you want to know more, you must read this 7 steps of strategic branding for creating a successful brand.

But taking into account the aforementioned, instead, you can develop a brand that follows the appropriate steps for success.