Branding: what it is, tips, best books and how to work managing your brand

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Branding: what it is, tips, best books and how to work managing your brand

In addition to thinking about its name, colors, letters, shapes and sounds, have you thought about the sensations and memories it producesThat is exactly the function of branding: to awaken sensations and create conscious and unconscious connections , which will be crucial for the customer to choose your brand at the time of purchase.All the actions that the brand does, from the creation of the logo, choice of design, typography, speech and music, to name a few, are part of the construction of the brand’s personality in the mind of the client through perceptions and feelings. .These practices promote not only the product, but also the creation of its value. It is more than just a product, it is who the brand is in its essence. It is the creation of meaning through symbols.A brand is a set of expectations, memories, stories and relationships that, together, are responsible for making the customer choose one product or service over another. ” Seth GodinGlobalization has increased competition, and today, demonstrating a brand differential becomes necessary, as well as having an objective that goes beyond positioning.The company Ana Couto Branding , carried out an investigation (available in Portuguese) with clients and has discovered that when a brand manages to really connect with its client through its purpose, the perception of prices can change: 67% of people said they were very willing to buy a product from a brand that is connected with their purpose and therefore would pay a higher price for their products.

Having personality and a purpose, identifying with people, with their stories, with their causes and promoting positive experiences are the keys to brand recommendation, which today is one of the most powerful tools for acquiring new customers.
Brand management: the new marketing?
At the RD Summit (our Marketing event in Brazil), specialist Ana Couto spoke about the crucial role that Branding plays in building the brand image and commented that “being a good company is the new brand”.The speaker began the presentation by saying that the world is VUCA, which are the initials of 4 words that characterize the new world, where brands must be attentive to changes and mainly open to them:Volatile (volatile): everything changes very fast at all times.Uncertain (uncertain): we have no guarantees, we have many uncertainties.Complex: It is not linear, it is confusing and anxious.Ambiguous (ambiguous): we have many options and the limits have been dissolved.
In this scenario, the ability to adapt to the new ecosystem that is presented is the main quality of a company of the future.
The new value cycle for brands is the ability to unlearn what they already know and relearn based on this new scenario. Today, the purpose has become the value itself.
he 3 waves of VUCA
The great challenge for companies is to adapt to the VUCA world and, from this new paradigm, generate value. This is happening and is divided into 3 waves:
1st wave: brands that focus on sales, promotion, price, recognition and profit.

2nd wave: brands that manage to create emotional connections with people and their stories, which are relevant and generate value.
3rd wave: VUCA brands, which work with the idea of ​​creating an ecosystem of value with a purpose and people committed to it.
And it is precisely in the third wave that there are the companies that have achieved the most value with brand management in recent years. If you’re not thinking about this, it may be time to do a re-branding.Ana Couto cited Airbnb as an example, which is a company that meets all the requirements of a VUCA brand, with the clear purpose of “making you feel at home anywhere”.

In addition, she is truly committed to a social cause related to assisting refugees around the world. And even with the crisis faced by Covid-19, Airbnb has not abandoned that cause.Branding as a differentiation strategy for your free belgium phone number
Alex Lima, CEO of Glóbulo, challenges the basic notion that people have of what exactly the brand is. It does not accept the concept that limits the term to the graphic brand of a company and related visual elements. Its definition, given in the RD Summit, is the following:
Branding is the relationship between the brand and the client, and between the brand and the community in which it is inserted ”.
Alex Lima also believes that his brand must have a declared enemy.
Brand differentiation
Right at the beginning of the presentation, Alex Lima proposed a challenge. He called an audience member and asked him to rate how much the same pair of diamond earrings cost at three different jewelry stores. Showing images of each one, he showed how the perception of value varies not only with the brand, but with everything that surrounds it.Standards should be avoided and deconstructed, according to the speaker. He cited the case of a natural gas supply company, an invisible business. How to wear something that cannot be seen on the brand? The solution was to connect the brand with energy, in the sensory sense of the term, differentiating itself from the usual market.Alex also commented on the Havaianas case. For decades, they were just sandals that “don’t warp, don’t loosen straps, and don’t smell.” In other words, the marketing focused on the physical characteristics of the product, which created the association with something cheap and that should be avoided by the upper classes.


Today, however, Havaianas have taken over the world and are distributed, for example,  gulf email list in gift bags at the Oscars. What started to attract the biggest celebrities on the planet to rubber sneakers? That they are from Brazil, the fresh way of being. This is currently the brand of the product, which remains essentially the same.Deliver what is promised is Branding
At different points in the conference, Alex makes the point that a good branding strategy will only survive if the company delivers what it promises. It is not an advertising promise, but a complete relationship with the consumer.
This implies a constant concern for the reputation of the brand. The fulfillment of the first promises allows the client, in the future, to have the confidence that you will fulfill them again. For Alex Lima, this is also Branding.
He recalled the recent case of a juice company and a popsicle company that were sold as alternatives to the main commercial brands. They had a storytelling that referred to the “old days”, with almost organically produced inputs.
The stories, however, did not coincide much with reality and the process was not so “good”. The products were indeed of good quality, but what impressed consumers was the brand. You can’t make up that kind of promise:Why invent something, if you can be something?

Brand management can be your best friend
In the age of social media, recommendations from friends play a key role in consumer purchasing decisions. The old word of mouth is amplified for thousands of people, whether on Facebook or Instagram.Alex Lima pointed out that Branding can make your brand be seen as a friend. He used the Curitiba City Council fan page as an example, which became a success by lightly tackling the problems of city administration, even the most bureaucratic. To this day, it is a benchmark for social media accounts of public administrations.The Branding process is more than being known and pleasant, it is becoming reliable ”.
However, a communication strategy that is not tied to actual service makes no sense. The speaker recalled the case of a bank that began to use “popular” expressions on social media, which contrast with the serious style of branches and service in real life.
s stated before it did not deliver as promised and therefore did not work out.
Branding is purpose
Alex used a video from the cosmetics brand Lush to talk about the purpose. In it, the actors stage what would happen if humans were subjected to the same tests that animals are used in the cosmetic industry. The intention was truly shockingWritten by Kevin Lane Keller, a Marketing professor who has taught at renowned institutions such as Stanford and Berkeley, the book is a reference on the subjectA must-read for Marketing and Communication professionals, the book is a classic. It is always present in the bibliography of disciplines and courses on Brand Management, being not only a reference for managers and entrepreneurs, but also for students and the academic environment. It is ideal for those who seek greater support in the theories to make their decisionsDavid Aaker is considered a branding guru. He is a professor emeritus at the University of Berkeley, California, and has written several books and articles on brands and their management strategies.In On Branding, the language is simple, and the reading can be done by topic (depending on what you want to know first) or linearly. The book covers the 20 fundamental principles that, according to Aaker, contribute to building a strong brand.Much more than a name and a logo, [a brand] is the promise of an organization to a customer to offer what the brand represents not only in terms of functional benefits, but also emotional, self-expressive and social ”. David aakeIn Emotionomics, Dan Hill explores the relationship between feelings and business opportunities. In general, the author shows how emotions are the key to any decision making.Hill also analyzes that what people say and do is often dissociated and indicates ways of correctly identifying feelings. According to him, emotions are a strategic way to develop effective marketing strategies.As Branding is directly related to the consumer experience and the impression that the brand will leave on the public, this work has a lot to teach on the subject.Another book written by Guru David Aaker, but this time in association with Erich Joachimsthaler, author of several papers on digital strategies, innovation and Branding, and founder and CEO of Vivaldi.
Inspired by global brands from the United States and Europe, the book is a great study of these brands and shows the main strategies that can be used to differentiate yourself from the competition and create a lasting brand.


In this work, Gobé -specialist in Branding and Content Marketing- argues that there is a consumer audience that is very tired of the current market, and that we are living a moment that asks for innovation when selling somethingThe author explores ways of associating brands and products with the emotional side and the buyer, seeking to better understand it from psychology and with thoughts from Spinoza, Carl Jung and William Reich. According to Gobé, the consumer should not be interpreted as a target, but as someone with whom a relationship is going to be built; and the first consumer must always be the person who sells the product.The good thing about the job is that there are already real tests of the Brandjam application. This is the case with the Dove brand, for example, which responded very well to the concepts developed by the author and gained the trust of the publicBranding: start with good digital marketing
The Millennials, or Generation Y , as they are commonly known, are revolutionizing the labor market and redefining the relationship between businesses and consumer
More concerned with social and environmental issues, this generation shows a great interest in knowing the production process of the goods they consume, as well as what ideas and values ​​companies defend. You need to understand what is being consumed along with the service or product.
Additionally, the explosion of social media has given buyers a lot of voice. If in the past the media were largely responsible for disseminating information about products and services, today this role is much more in the hands of consumers.
The best way to start chatting with these consumers is through digital marketing. To take certain steps on this path, you can access our Definitive Guide to Digital Marketing. Simply complete the form below to receive it for free and generate a better strategy for your brand.


How to do a good job of Branding with Digital Marketing
The concept of Branding arose before Digital Marketing, when the internet did not exist, and brands, to achieve positioning, were related to the public through traditional advertising (radio, TV and print media)With the transformation of the scene due to technology, Digital Marketing has brought new possibilities for Branding. Some experts talk about the concept of Digital Branding, which is basically doing Branding on the web.Nowadays, a brand can choose super personalized channels and with lower costs to speak with its audience, and thus offer different forms of purchase.Now, to carry out those Branding actions on the internet, there are different paths. Here we divide them into two main groups:Visual identityThey are the visual representations of the brand that help create an identity in the minds of consumers: typography, colors, design.The more aligned, the more likely and faster the connection with the people who search for your products will be.Make a logo adaptation:
It is very important that the design of the brand is at the time of the creation of the brand so that it is easy to apply on the web.The file formats that are used for printed materials are different from those used online. So when you go to create your brand, think about its applications and readability when it is smaller.
Create your brand manual :
The manual must contain all the colors that the brand can use and their codes, the name of the font and how its applications should be both in vertical and horizontal position.Choose a style unit:
Look for examples of images that have visual unity to create a style for your brand. That style should always be the same, so that the person recognizes your communication without you having to say your name.

Check out Mr. Wonderful’s Instagram profile . That’s what we’re talking about, visual unit:Does your brand have a personality? What are its qualities? What defines it? And if it were a person, what would it be like? These questions help create a clearer mental picture.Voice tone:
What is the brand language like? It’s fun? Is it specialized? What you need is to align your language to your audience. Find out what words they use.
Language – written or by emojis – are very strong and empathetic tools.
Channels:Where is your audience? What are the channels they use to communicate with other brands and people?There are many channels that you can use such as WhatsApp, email or social networks.
Remember that you do not need to be in all of them, you can choose those that have a strategic role for your brand and for the growth of the business.We recommend that you start with the creation of a website, to include your company in the search results that customers make.
Remember that all the news that your brand launches must be available on your site at the same time.The second step is to create a fanpage on Facebook , which is today the largest online community in the world. Facebook is a great channel for customer relations and outreach.A good content strategy not only helps your brand to stand out in the search, it also makes it have visibility and gain authority in the medium.
Applying the concepts of visual unity of Branding, remember that your content must be personalized with the identity of the brand in all channels and materials.

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