Brands and Branding
Brands are defined as concepts that distinguish your company’s products and services from those of other companies.
Generally, brands are products and services that have irreplaceable, high added value, that users can clearly distinguish from products and services from other companies in the same category, through high class, high quality, originality, or regional features. Brands play an important role in creating various kinds of value that become assets for a company.
Brands consist of several elements, including the name, logo, slogan, characters and designs. Branding refers to activities that differentiate a company’s products and services as a brand, develop them into something with value, and maintain those products and services.
User needs and values are becoming more diverse in recent years, and the market also changes at a rapid pace, making branding more important than ever.
The most important thing for branding is to convey your company’s products and services in a positive way as something that has high appeal and value. This includes sharing information to all your users, and letting them imagine and recognize the benefits of your products and services.
In addition to providing unique products and services delivered to your target audience based on a firm concept, design is an incredibly important element.
Superior designs can make powerful connections with users. Users can be captivated by the wonderful designs and packaging of products they are not unfamiliar with, and these designs and packages can make users want to hold these products.
Two things are vital for effective branding. The first is applying the unique value of the product or service to the design with visual images and a clear definition of that value in words, so that users can instantly distinguish your products and services from your competition. The second is constructing a branding design.
Branding falls under a wide range of specific items. These include logos and products, product packaging, as well as store space and advertisements, the internet, movies, social media, pamphlets, leaflets, company brochures, and business cards and envelopes.
As connection points between your company, its products and services, and users, branding designs can raise awareness and leave a big impression on your customers. Branding designs are an important strategy for thinking about your corporate identity (CI), and visual identity (VI).
The most important thing when constructing a branding design is not just creating a simplistic design that just has a cool or stylish image. The design should be able to express to the target audience the brand concept and values of your company, products and services.
No matter how superior the concept of your product or service is, if the design is not a good match, it will fail to connect with your users.
Branding designs that visually and directly appeal to users more quickly convey information about your company, products and services than text or word explanations can, in a form that transcends age or knowledge level. First, establish a clearly defined brand concept. Then you should think of an optimal visual design to communicate that concept.
The idea behind brand equity is that your brand is considered an asset for your company, much the same as your real estate or securities. It is an important evaluation criterion for representing the trustworthiness and level of awareness of your brand.
Brand identity consists of 5 elements. These are name recognition, perceived quality, brand loyalty, brand association, and other owned brand assets.
Name recognition represents the level of awareness of your brand. Existing brands are more likely to be chosen due to consumers feeling more secure with them compared to unknown brands.
This represents what users think about the brand’s quality. This does not just include the functionality of the brand. It also includes things perceived intuitively, such as trustworthiness and image.
Brand loyalty represents the attachment and loyalty that users have for a brand. The more loyal customers feel towards a brand, the more likely that they will choose it and make repeat purchases.
Brand association represents images that users associate with the brand name, such as high-class, trustworthy, or advanced. If these images are not clear, customers are less likely to choose your product or service.
Other Owned Brand Assets
These represent the intellectual property of the brand, such as the patent and trademark rights.
These can lead to your brand maintaining its superiority on the market.
Raising your brand equity by keeping this 5 elements in mind, or in other words, raising the asset value of your brand, has several advantages for creating a positive image for your users, such as security, satisfaction, and a feeling that your products and services are superior. For your company, these elements lead to customers being able to better distinguish your products and services from other companies, and increased customer satisfaction, as well as the acquisition of new customers. For company activities, these elements have a big impact on management stability and growth.