How to Make Branding a Strategic Tool for The Company Part One
The branding or marketing of the brand is part of a strategy of enterprise. By dipping into its DNA, asserting its values, by creating a cultural identity (slogan, company logo design, design), the company provides the elements that are the founders of its marketing communications.
It defines its brand concept and identifies value propositions that will set it apart from the competition.
The Company's Strategy in Terms of Branding
The brand is part of the company's strategy. It is carried out at the levels of functions related to marketing, sales, R&D, communication, and management functions.
The brand is also a shared operational power which, if it wishes to survive, must forge a relational bond with its customers.
Successful brands are those that belong more to customers than to the company.
All in all, brand image is therefore one of the fundamentals of company communication.
To avoid the odds and achieve these objectives in terms of strategy, it is often necessary to turn to specialists capable of managing all of the brand's communication media.
Brand Management Through Branding
The Branding brings two main components: the brand identity and brand image.
This identity is based on an essential element, it is desired by the company.
It is distinct from the brand image which is the representation perceived by consumers. Thus, applied to the products, branding will allow the company to:
- Announce the promise of a specific product
- Build customer loyalty and create a relationship of trust
- Be perfectly recognized
And applied to business, image brand created for the company's value:
- Becomes a tradable asset
- Becomes a pressure tool on distribution
- Facilitates financing
- Creates a sense of belonging
- Increases the margin on variable cost (justifies a higher price)