Nearly every business-related TikTok, Instagram, or YouTube post today seems to include the word ‘brand’ or its alternatives. Top entrepreneurs have made the b-word their mantra, giving long sermons about why it is a big deal for businesses.

Maybe you have noticed this trend and are seeking to learn more about branding basics. This article will give you insight into the fundamentals of branding while clearing the air around the role of branding in business success.

But first, the ice-breaker question:

What Is A Brand?

Brand, good or bad, is the force that affects the way the world perceives you and your business. It’s the image of you or your business that stays in the minds of people who have been with you or your business. It’s a ‘mental souvenir’ your customers keep to show or tell their friends about your business.

For a deeper perspective, let’s read the thoughts of Jeff, Elon, and Seth, world-renowned brand gurus, on the concept of a brand.

Jeff Bezos believes: 

“A brand for a company is like a reputation for a person. You earn a reputation by trying to do hard things well.” 

For the serial entrepreneur and space giant Elon Musk,

“Brand is just a perception, and perception will match reality over time. Sometimes it will be ahead; other times, it will be behind. But a brand is simply a collective impression some have about a product.” 

And for Seth Godin, 

“A brand is the set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” 

With branding, you recognize and control platforms or “touchpoints” through which customers, employees, suppliers, investors, or the media reach your business. Remembering this helps create a positive outlook for your business, leaving a clear and lasting impression on the public.

“A brand is what people say about your business when you’re not in the room.”

Brand Benefits For Your Business

To answer the next big question, “what does my business stand to gain from branding?” Let’s look at what good branding gives to businesses.

Credibility

Solid branding increases your business’s credibility within your industry, with your customers, and the immediate/global community. The reason for this is because it lends a professional outlook to your business, establishing you as a focused entity out to deliver on your promises. 

Just as your dressing affects your image, effective branding helps people have an insight into the kind of business you are and gives them reasons to work with you.

Communication with audience

The essence of branding is communication. It is about getting your customer to understand what your business stands for and the value that awaits them when they buy your product or service. 

Displaying Uniqueness

Branding helps you highlight elements that help your business stand out from the rest. It enables you to sell your uniqueness and individuality in a way that relates to the values and beliefs of your customers.

Value Creation

According to MailChimp, because branding impacts judgment, customers may be ready to pay more for a well-branded product or service. The brand’s perception must match the experience, or there will be no repeat business. This state is called keeping the brand promise. Learn more about growing your business and adding more value here.

Attributes of Effective Branding 

Crucial elements that contribute to effective branding include:

Brand Personality 

Brand personality is a set of human traits attributed to a brand name. A brand personality is something consumers can relate to. An effective brand increases its brand awareness and equity by having a standard set of traits that a specific consumer segment relates to and enjoys.

Like each human personality differs significantly from the next, brand personalities are remarkable to each brand. They transmit the human essence they stand for and wish to promote or imitate their audience. 

Brand personality is greatly affected by the mission and vision of the organization or individual it represents. The product and services rendered also play a key role in setting the tone for the kind of personality a brand takes up.

Brand Archetype

Brand archetypes are images that represent a brand’s personality. They are unique to each brand as they convey what their audience stands for and what they wish to encourage or match in their audience. 

In a nutshell, brand archetypes are the essential ingredients in forming brand personalities. They speak to that human aspect of our being. They are the reason why we get drawn towards ads, copy, billboards, or merchandise promoted by top brands across the globe.

Check out the 12 brand archetypes listed with examples of top brands that imbibe each archetype and the human quality they represent.  

Brand Voice

Brand voice is the tone you use when talking to your customers. 

Your brand voice aims at your target audience. It can have various styles, so long as it represents your brand values and persona—be it authoritative, playful, intellectual, ominous, or kind of fun.

Customers value brands that forge an emotional connection with them in today’s world, making it less about content and more about presentation and interaction.

Knowing your target audience and how they like to talk is a significant leap in the right direction when deciding on the correct voice that suits your brand. 

Finally, it is usually helpful to align your brand’s voice with the core values that you or your organization represent. This action adds authenticity and originality to your interactions with your audience, something humans have found compelling since the dawn of time. 

Time To Tell Your Story

Now that you know the primary elements that influence branding, it is time to tell your business’s story. 

With the help of our seasoned professionals at Top Content Marketing Agency, your business can draw more attention through a brand story that strikes the right emotional chords in the hearts of your audience, using the principles and standard practices of compelling brand storytelling.

Tell your brand story with expert assistance.

Book a Brand Strategy Session Now.