Branding from scratch. What is a brand and how to create one? Brand creation and branding development in Ukraine from the FINE marketing agencyDevelopment Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine

Branding from scratch. What is a brand and how to create one? Brand creation and branding development in Ukraine from the FINE marketing agencyDevelopment Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine

 

A brand is a very complex and complex element. It consists of all sorts of associations, meanings, emotions that will appear when customers hear a certain word, name, what is often called brand equity in marketing language.

It is a series of various codes that evoke associations with a particular brand, as well as indicate people's attachment to the brand.

 

A brand is not only a subject of marketing, but also has a cultural meaning. Brands create fashion and influence trends. Google, Apple, Amazon, Starbucks - this is already something more than just the name of some enterprise, it is an important part of the popular culture in which we operate every day.

 

What functions does a brand play in business?

 

It is worth noting that the brand has a lot of functions, but the most important is that the brand always promises something special, something unique, something that competitors do not have. Another function is the competitiveness of a given service or product, for example, by assigning a trait to itself, the brand becomes the best among the rest. There is also an emotional function that plays an important role in creating a certain attitude, position in people towards a brand. A brand should always have a certain place in the lives of customers or consumers. Here it is important to think about who your brand should become for the client - a friend, a partner, or is it someone who gives energy, creativity, or maybe someone who gives him a sense of security? It is very important to pay proper attention to all of these functions.

 

To effectively manage a brand, two concepts need to be learned - brand awareness and brand image.

 

These are very important concepts, but they are very often confused. What is the difference between them? Brand awareness is related to how familiar the customer is with it in general. It is worth making sure that the brand is available and presented in various communication channels, conveying to the consumer the information that it exists at all. In marketing, there is such a concept as "topofmind" and it means the company that comes to mind first in any category of products. It is generally accepted that such a company is the strongest in the market, among the competition. This is called recognition when someone is just very knowledgeable about the existence of our company. But of course, the perception of our company by clients is not identical, accurate to what we think of ourselves. Therefore, here we must move on to creating a certain image of our brand, creating an image, meaning and associations that we believe our customers should be aware of. Image means a set of specific features and associations characteristic of a given brand.

Also, every brand must make sure people trust it. If your company is already well known, popular, people recognize it, the level of its visual identity is high - the main task is not to spoil it. If your brand is recognizable, but visual identity is in a deplorable situation, you need to immediately rebrand it and influence its image.

Quite often, what a certain company offers to its client is called a promise to the buyer. Indeed, there is a lot of truth in these words. Firstly, if we want the client to believe us, our products, then the only and most important rule is to keep this promise and adhere to the principles, not only in words in advertising. Otherwise, such a situation may arise as "overpromise", which in marketing means a false promise, advertising and negatively affecting the attitude of the consumer towards the product.

Each client has his own world of needs, wants and desires. The best strategy we can choose is to constantly strive to meet the client's needs and expectations in the best possible way. When he is satisfied he can influence the growth of the number of our clients.

Therefore, undoubtedly an important task of every entrepreneur is to look at their product from the other side, from the client's perspective, because this is the only way we can create a unique proposal and formulate a promise that the client will believe and follow.

Trust, company image, understanding of clients - this is the essence and main task of branding. This is what our branding agency FINE Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine does.