What is a Brand?

What do you think you hear the brand name like Apple, Mercedes, BMW or Nike?

For example: Apple is more than just an electronics company, Starbucks is more than just a coffee shop, and RedBull is not just an ordinary energy drink, you know why?

All this is related to the brand idea that was formed and strengthened over the years, until occupied its current position, and built a perception within you that is greater than it is a normal product.

You may ask yourself now what does the brand mean, and what are the most important terms and basic concepts associated with the idea of the brand … This is what we will cover in detail in this article, so that you come out of the article and have developed an excellent idea about this famous marketing concept.

A brand is a feature or set of intangible features and characteristics that distinguish one organization or company from another. A trademark or a brand usually consists of a name, a logo, a symbol, a design, a sound, and more elements that will be mentioned in detail.

It also refers to the overall experience that the customer goes through when interacting with a company, whether as a shopper, a permanent customer, a follower on social media or just a transient, it represents a feeling within the mind of the customer or the target audience.

What is branding process?

It is the research and development process that is carried out in order to combine a unique feature or set of features with your organization’s name, so that consumers can associate these features with your brand.

Simply we can say that Branding is the process of creating a unique name and image for your company or product within the mind of a target audience.

The importance of branding

Why is it important to invest in this process and what will return to you from this? You as the owner of a particular product definitely want an increase in your sales.

The good news is that the brand can be the vital factor for consumers when making a purchase, and even the reason for doubling the prices of your products over competitors.

According to a 2015 Nielsen Global Corporation survey, nearly 60% of shoppers buy consistently from brands they know, and 21% said they bought a product because they liked the brand.

Branding gives your company an identity beyond its product or service. It gives consumers something to connect with and connect with emotionally.

The brand makes your business memorable and also brings pride to your employees; When you design a brand for your company, you are not only giving identity to your business, you are creating a workplace that has a solid reputation and is much appreciated.

Now that you know the difference between branding and branding, we will cover all the terms related to branding, which you will need to know in order to understand the idea well.

The most important terms related to the concept of branding

1. Brand Awareness

Brand awareness refers to how well the general public and target audience know your brand. High brand awareness indicates that your products / services are popular or worthwhile and popular; Thus, people strive to deal with it.

Interest in spreading brand awareness is very important; How will consumers be able to buy from you if they don’t know your brand.

2. Brand Recognition

Brand recognition means the extent to which a consumer or customer is able to know and identify your brand without seeing a company name.

This is done through your logo, company description, specific song, packaging or advertisement, this concept goes hand in hand with the term Brand Recall, which means the ability to think of a brand without any visual or audio identifiers.

3. Brand Trust

Brand trust indicates how strongly customers and consumers believe in it.

Is your company keeping its marketing promises? Fulfilling marketing promises is vital in a world where people feel distrusted and shaken by the trust.

Statistics show that only about 25% of people feel confident in the big brands.

You have to be honest with customers and consumers or else they will never come back to you. Remember that losing your customers’ trust is the first stone in the grave of your brand.

4. Brand Valuation

It means the commercial evaluation of your brand in the market and its users, and this evaluation is often derived from the consumer’s perception and appreciation, as well as his trust and love for you and your brand, due to the value that you provide to him through your products or services.

A strong brand can make your business invaluable to potential investors, shareholders, and buyers.

5. Brand Identity

Do you remember when we just explained that the brand is an intangible characteristic in the mind of the target audience that is characterized by some companies?

Identity is the opposite, it is all the tangible characteristics of your five senses such as music, colours, images and packaging of the product (anything that can tickle your senses associated with the brand is the identity of this brand).

If you want to build a strong identity for your brand, you must focus on all the elements that the customer or consumer can interact with, from the logo to the materials and packaging method in your product.

This term falls under another term which is Brand Touch Points, and it refers to any interaction or exposure of the consumer to the brand.

In conclusion of the above:

We would like to draw your attention to an important point, which is that building a brand is a long-term process and strategy that takes place in multiple and deliberate steps over several years, not overnight.