A brand must have elements that make it stand out from competitors. These includes values and products that are intended to meet the needs of the public.
Branding elements allow consumers to identify a product or a service through names, symbols, sounds, drawings, graphics, characters, etc. These elements through advertising and the consumer’s experience with the brand are recorded in their minds and are a fundamental part of brand positioning.
Here, we give you 8 branding elements you should never joke with.
Read till the end to get acquainted with them!
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- Brand name
Determining the name is one of the most important decisions in the process of positioning a brand. One of the most difficult and important decisions in marketing is defining the name of a product or service. The brand name is a very important choice, as it often captures the central theme or key associations of a product in a very compact and economical way.
Brand names that are simple, short, and easy to pronounce or write; familiar and meaningful, or different, distinctive and unusual can dramatically enhance brand awareness. When selecting names, the most important thing is simplicity, making life easier for buyers and helping to optimize the difficult task of brand positioning strategy.
The simplicity in the brand name reduces the effort consumers must make to understand and process it. Short names are often helpful for a recall since they are easy to encode and store in memory. It also helps build strong ties in memory. The brand name must have clear, understandable and unambiguous pronunciation and meaning.
The brand name must be familiar and meaningful to facilitate its connection with existing knowledge structures. To help create strong links between the brand and her industry and increase brand recall. The name may also suggest the product or service industry.
Brand recognition should be sought, on the other hand, that is different, distinctive and unusual. Recognition depends on the ability of consumers to discriminate between various brands, and the more substantial their names are, the more likely it is to distinguish between them.
Additionally, unique brand names can make it easier for consumers to learn intrinsic product information. A brand name can be distinctive by being inherently unique, or by its uniqueness in the context of other brands in the industry. A descriptive brand name should support the relationship with the reinforced attribute or benefit.
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- Value, mission and vision
Defining who you are and what you want to become is also important in creating your brand. With this well-defined element, you will be able to direct your efforts to your clear goals and your audience will have an idea of who you are and where you want to go.
The explicit statement of what the brand seeks must then be shared with customers and employees so that they have a better and clear concept of the company, at the same time, that specifies the marketing actions to take.
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- Know your target
For a brand to be successful it must comply with this element. Let’s say that it is an imperative requirement that makes all management strategies work and allow all stated objectives to be achieved. Do exhaustive market research until you know your entire segment very well and then define your true buyer’s persona so that your efforts are oriented to real customers.
Knowing the tastes, behaviours and inclinations helps to better define strategies, in a way that makes them more attractive and reaches your target audience more quickly.
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Colours have meanings and emotional associations in the minds of consumers. Colours convey emotions and are part of the brand’s personality. The colours and typography serve to create a brand image and transmit the values of the organization or the product to the target or target group.
Attributes such as modernity, classicism, exclusivity, freshness, tranquillity, confidence or closeness are associated with specific colour tones and fonts. Colours also help brands differentiate themselves from their competitors.
You must use colours that are consistent with the market niche you are in and obviously the market you are targeting. You can study the psychology of colour to learn more about this and make the right decisions regarding this element.
Remember that colours generate reactions, make sure you make use of the desired ones, and the colours you decide to use adhere to who you are as a brand. Ultimately, choosing the correct colours will help you build a strong image with your audience and among your competitors.
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- Logos and symbols
The logo is defined as a symbol formed by images or letters that serves to identify a company, brand, institution or society and the things that are related to them. Although the name is often the central element of the brand, the visual elements also play a critical role in building your brand’s capital value, especially brand awareness.
Logos range from corporate names or trademarks (which only use text) written in a distinctive way, to totally abstract designs that may be completely unrelated to the brand in terms of words, a corporate name or company activities. Abstract logos are the Mercedes star, the Rolex crown, the Nike wing, and the Olympic rings.
The logo is the word that we use the most to define the graphic representation of a brand, but it is not always the most accurate. The logo is when only typography is used in branding through word compositions and typographic identifications. Example, Cadbury, Disney etc.
The wordless logos are called symbols. Logos and symbols are often easily recognized and are a valuable means of identifying products, even if consumers recognize them but are unable to link them to any specific product or brand.
Another advantage these badges offer in brand development is their versatility. As they are often non-verbal, they transfer well across cultures and a wide range of product categories. For example, corporate brands often develop logos to give their identity to a range of products and different sub-brands. Logos can be easily adapted over time for a more contemporary look.
Isotype is the symbolic or iconic part of the graphic representation of a brand. That is to say, the ‘drawing’. It refers to when we represent the brand through a symbol, icon.
Imagotype is the conjunction, the union and the perfect balance. Imagotype is the fusion or work together of logo plus isotype. It is the graphic representation of a brand through one or more words together with an icon.
Isologo is called an element of visual communication which represent brands, companies, institutions, products or services, and is characterized by indivisibly intertwining the logo (text) and a graphic symbol. Examples of this are the isologists of Burger King, Kodak, Pizza Hut etc.
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- The slogan
Slogans are short phrases that convey descriptive and persuasive brand information. They often appear in advertising but play an important role in packaging and other aspects of the marketing program. Slogans are powerful mechanisms in branding because, like names, they are extremely efficient summary means of building your capital value.
They can function as useful “hooks” to help consumers capture the meaning of a brand – what it is and what makes it special. They are an indispensable resource to summarize and translate the objective of a marketing program in a few words or phrases.
Some slogans help build brand awareness by including your name in some way, as in The Citi (of Citigroup) that never sleeps; With Samsung, it is not so difficult to imagine; Guillette, The best a man can get etc.
Nike uses a blunt and direct message “Just Do It”, inviting consumers to challenge themselves and to exceed their goals. No matter the moment, no matter the difficulty, no matter the result, no matter what, just do it.
Today, it is a very motivating message, very successful in the world of sports and adaptable to any situation in life.
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They represent a special type of brand symbol that assumes human or real-life characteristics. Characters are typically introduced through advertising and can play a central role in campaigns and packaging designs. Offering rich colour and imagery, characters tend to grab attention and be very helpful in creating brand awareness.
The human element of the characters can enhance the product’s ability to please, and create the perception that the brand is fun and interesting. A consumer easily builds a relationship with the brand when it has a human or even other characters as its characteristic feature.
Popular characters often become valuable properties for licensing, as they are a source of direct income and additional exposure for the brand. Characters should be updated frequently over time so that their image and personality remain relevant to the target market.
An advantage of fictional or animated films in building brand characters is that their appeal can be more enduring and timeless than that of real people.
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- Website URLs
Website URLs [Uniform Resource Locators] are the specific locations of pages on the Web and are also often called domain names. This will enable your brand to become available and accessible online, anytime and anywhere for your target market.
There you have it!
Now, what’s more special?
It is the fact that at Jade Crystal Colours, we can help you build that brand you’ve ever dreamed of with these 8 fantastic elements!
What are you still waiting for?
Reach out to us NOW!