Great brands such as Coca-Cola, Disney and Apple, are –in fact- great because of their level of communication, which is undoubtedly successful. But, what would we learn from them to take our brand to the peak of the marketing mountain? The process is simple, but sneaky, keep in mind that the effectiveness of your company´s branding is based in communicating the value of you goods or services, it deeply depends on how you are talking to the consumers, and how you are showing your values to generate loyalty and emotional connection with the target or with the ones who interact with your brand.
Business owners and leaders, use to place emphasis in creating a brand based on what they value for themselves, but unfortunately, in the age of technology and social media, and even the born of the concept “millennials” and “influencers”, entrepreneurs are easily caught up into promoting themselves and forgetting the consumer; new brands are focused in getting followers instead of loyalty.
Powerful brands are great just because they are based on three ideals: vision, mission and essence. The vision, is the channel that will help the brand to create a solid marketing infrastructure that represents each company’s distinct personality; the mission is focused in building a relationship with customers by showing ideals based in the audience thoughts and emotions. Finally, the essence needs to be tangible, it reflects the brand’s identity when dealing with clients and colleagues.
In other words the art of branding is based in understanding the mission and strategies of our own business so we can build a strong brand identity. Keep in mind that without a successful branding, the connection with your consumer is totally lost, and accordingly, your business growth remains stagnant. So stop delaying this process, find out your ideals and start building a brand identity so you may find the art of branding.
Branding isn’t an accidental process, it is a need to intentionally create a brand identity, even though a succesfull online presence, based in constructing an environment of loyalty instead of an attempt of getting followers.