It's fairly obvious that the first steps in creating a new brand are to clearly define its identity, its target group, the need it meets and its communicative name.
A brand's branding is always tied to a strategy. Bear in mind that in branding there is a graphic line of identity and comparison that must be implemented in the same way across the different platforms, as it will be responsible for conveying the values you stand for and the way you set yourself apart from others, which is what will make users choose your brand.
The 4 Ps of branding
Branding is the process of creating and developing a brand in the visual, auditory and interactive realm. In this respect, digital branding has a lot to say. Branding has 4 key points we need to bear in mind if we want to enter the world of marketing, and they are as follows:
Purpose. For a brand to have any chance of lasting in the market over the long term, it must have a clear goal and keep it firmly in mind.
Profile. To become recognised, every brand leaves its mark in its own way, and this depends on how well defined it is.
Permanence. Placing it in the right spot so it lasts in people's minds. You need to make a memorable impact.
Profundity. You have to show your qualities and the brand's personality; that way you'll get greater engagement and it will be harder for your brand to be forgotten.
Visual elements
We also need to consider the brand's visual elements: these are graphic representations of the company and the image we project to the public. There are several elements worth highlighting:
Symbol. This is the expression of a company's identity and represents its most tangible side. It gets the brand recognised without needing to include the company name.
Logotype. It forms the company's identity and makes up the brand's physical personality. It is the company name.
Colour. A component of the company's physical personality, it serves a distinctive function on which the logotype and symbol are built. Colours convey feelings and emotions, so we'll need to weigh up which best represents us.
Typography. One of the strategic elements in building a brand. We must keep the goals and values in mind when defining the typeface, as it brings personality.
To always follow the same graphic identity line, a style guide is created: a document that defines everything related to the brand image. A good guide is key to maintaining consistency across the different places where the brand appears.
Good branding is branding that is easily recognised and in which the spirit of the brand develops along a specific aesthetic line.
The best way to keep adding value to your brand is to be permanently under construction, up to date with trends, and so on. It is essential for a brand to stand out from the rest, and to create a bond between users and the brand.
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