While creating a brand structure, keep in mind that there are numerous sorts of branding strategies. Brand strategy is based on a thorough grasp of the key demographic, the marketing tactics you intend to execute, and the main objective. All of these aspects will shape the strategy.
Branding is a way of associating traits and attributes inside and outside of a standardized version to give that particular product or service a personality that allows it to be identified and distinguished in the marketplace.
Three components should indeed be highlighted in this concept of branding:
- While the qualities are provided, they really aren't confined to the proposition.
- The primary goal of branding should provide individuality to a standardized product. The persona is quite sentient, complete with a title, voice, intonation, color tones, and, in some cases, audio.
- Another function of branding is to be distinct. Distinctive branding makes a product increasingly recognizable and distinguishable in a competitive marketplace.
Types of Branding
There are several forms of branding available, as well as numerous types.
- Personal Branding
- Product Branding
- Corporate Branding
- Service Branding
- Retail Branding
- Geographical Branding
- Cultural Branding
- Online Branding
- Offline Branding
- Ingredient Branding
- Activist Branding
So let’s go through them briefly and attempt to paint a complete image using basic words and visual representations.
1. Personal Branding
Personal branding is highly prevalent amongst celebrities, sportspeople, and other people who seem to have a specific community of fans. This form of branding makes it straightforward for such folks to establish a reputation among their fans. This type enables individuals to create new growth and promotes the brand they are linked to.
To develop effective personal branding, it is vital to have an active status on social media platforms such as Facebook, YouTube, Instagram, Twitter, LinkedIn, and the correct steps taken by advertising agencies. Once the superstar has achieved success, the brand also gets exposure. Famous people are hired as ambassadors by numerous leading companies to promote their businesses, goods, and activities.
For example, Elon Musk, CEO of Tesla and SpaceX, has a prominent public image that has profited and hampered his enterprises simultaneously. Whatever we think of him, he undeniably has hundreds or even thousands of passionate supporters who will buy from or endorse practically any business he supports. One great example is when he made $1 million in distributing the Boring Company baseball hats and selling them out in no time. It was a plain black cap with white writing on it with the sole distinguishing fact that Elon Musk promoted them.
2. Product Branding
One of the prevalent forms of branding is product branding, in which the item is granted a character and a style, making it recognized and distinguishable in the marketplace. Despite the name, product branding is not restricted to items; instead, it is the branding of every product or service whether good or bad. In addition, the corporation engages in multiple marketing operations such as TV commercials.
For example, think about Apple Inc. It has its own identity, including a title, appearance, and personality. And directed and marketed towards a distinct customer base.
3. Corporate Branding
One of the most prestigious forms of branding, corporate branding, involves developing a crafted name for a whole organization. The general populace will identify the official logo with a commitment to stick to the products they provide and have a successful track record.
Because organizations can count on name-brand exposure, strong corporate branding has lengthy impacts; buyers tend to immediately embrace new items when they are marketed by a brand they already trust and acknowledge.
For example, PepsiCo's product range includes Pepsi, Lay's, Frito-Lay, Gatorade, Diet Pepsi, Tropicana, Mountain Dew, and other brands owned and controlled by PepsiCo’s mother corporation.
4. Service Branding
Service Branding is comparable to product branding, but it also entails potential value to operations. Building a branded product is more challenging since the item has become less apparent. This type focuses heavily on the consumer and offers outstanding service to the existing clientele. Whereas every company can try not to antagonize its consumers, service branding focuses primarily on providing apparent importance to customer service, using this as a promotional tool.
For example, service branding may also take the shape of matching specific requirements that distinguish a firm from its rivals, such as a broadband provider linking consumers with human employees instead of automated prompts whenever they contact.
5. Retail Branding
Retailers work hard to establish a unique brand identity, known as retail branding because these businesses have several goals to achieve and that’s why retail branding is complicated.
For example, Amazon has an elegant bookshop in Seattle that carries scant similarity to the massive warehouses where a significant proportion of its items are produced.
6. Geographical Branding
Geographical or regional branding is frequently employed by the tourism sector, which extends great offers based on geographical positioning by giving it specific features and experiences to entice more people. Businesses can use geography branding to appeal to particular demographics.
For example, let’s take a peek at the Eiffel Tower. As a French national symbol, it is easily identifiable. Many companies utilize the Eiffel Tower picture to distinguish themselves as Parisianor French for that matter.
7. Cultural Branding
Cultural branding generates a favorable brand image and reputation for individuals who live in a given location or of a race or nationality. It is inextricably tied to regional branding. The two sorts of branding are inextricably linked:
- The location's topography impacts the country's beliefs
- The population’s influence on the environment
For example, New York City is renowned as the "city that never sleeps" and the financial and business hub of the globe. However, it is one of the places known for being cultural hub, with an impact on entertainment, film, style, and artwork all around the globe. The residents have a public image for leading a frantic, rapidly moving life.
8. Online Branding
As the term indicates, online branding is branding that occurs on the web. In contrast to specialized forms of branding, online branding is a broad term that encompasses all sorts of branding that is operated online. It's what a person posts on social sites, the form of internet advertisements a network operator runs, including all the design decisions that go into mailing lists, impact craters, website designing, and integrated communication answers.
For example, Sephora, a French cosmetic and personal care retailer manages around 300 brands. People are constantly asking friends and relatives for the newest cosmetics ideas or resort to Instagram users. In addition, Sephora was able to build a social community that is unified, comprehensive, and drives interactive shopping by merging its existing population assets.
9. Offline Branding
As the name implies, this relates to branding outside of the internet. Offline branding necessitates a combination of high functionality and enthusiastic spokespeople to promote the company, including handing out contact information to set up sit-down meetings with prospective customers or leaders.
For example, culinary appliance manufacturers frequently hold live demos. They often prepare something at their regional food fair or marketplace like International Trade Fair, allowing customers to see their items in operation.
Co-branding occurs when two or more identities are used on a single item to create a high-quality product.
For example, ICICI Bank launched the Ferrari Signature Credit Card in collaboration with Ferrari. This card provides exceptional reductions on client products purchased from Ferrari's web retailer. Customers may also get a 15% refund on entrance fees to Ferrari World.
11. Ingredient Branding
When you showcase the accomplishments of a single component inside an item or a single section within a firm, they become the company's allure instead of the overall product or company.
For example, consider Westin's Heavenly Bed highlighting the comfort of the mattress was what drew customers to Starwood hotels for excellent holiday lodgings.
12. Activist Branding
It is often referred to as a purpose brand. This sort of brand categorization is closely associated with both a reason or goal that the connection determines its distinctness in the perceptions of the customer base as a whole.
For example, we may look to Benetton, which fights racism and international concerns with a zeal that has earned business hatred and admiration.
Branding gives an edge, consumer familiarity and devotion, increased market share, and simplifies the implementation of new product offerings. As a result, it is not confined to merely a name and a symbol. Instead, it is a collection of features and traits that practically affect all perceptions, resulting in a consistent, unique experience the consumers come in touch with.