Conceptos Branding
Conceptos Branding
Conceptos Branding
Conceptos
● Identidad de Corporativa: la colección de elementos de marca tangibles que juntos
crean una imagen de marca
● Branding: las acciones que realizas para crear una imagen determinada de tu
empresas.
● Marca: cómo las personas perciben su empresa. La suma de las dos.
Branding: Es la forma en la que hacer sentir a tu público tu marca. Lo que se les queda en su
mente cuando piensan en tu negocio. En cierta forma es la relación psicológica que se
establece entre empresa y cliente.
De esta forma la estrategia que se puede plantear para crear el branding es cómo, qué, dónde,
cuándo y a quién deseas comunicar y mostrar los mensajes y valores de tu marca.
Mencionando una cita de Walter Landor “Los productos se fabrican en la fábrica, pero las
marcas se crean en la mente”
Lo puedes entender mejor con un ejemplo. Dior proyecta una imagen de marca exclusiva y
elegante. Y su estilo va acorde con ello. Por eso, tienen una web simple, con su icónico
logotipo y usan colores como el negro, el blanco o colores neutros. También utilizan personas
famosas para sus anuncios como Johnny Depp o Charlize Theron. Es la combinación perfecta
entre branding, marca, identidad de marca y diseño de marca. Y esto ayuda a crear una
experiencia especial con el usuario que es el objetivo final del branding.
Lo que está claro es que branding, marca e identidad visual deberían funcionar juntos. De esta
forma se puede reconocer la marca incluso si no se ve su logotipo.
Conceptos Clave:
● Promise, Mission, Vision: Content that directly explains what a brand represents such
as a promise, mission and vision.
● Quality: Beyond words, actually delivering quality products and services that have
value to your customers.
● Customer Experience: The end-to-end intangible elements of products and services
such as products designed to be fun to use.
● Culture: The culture that emerges around your brand.
● Legacy: The history of your brand often carefully presented with storytelling techniques.
● Brand Positioning: Developing a unique identity and value proposition for a brand
relative to other offerings in the market.
● Brand Promise: A short statement that communicates what customers can expect from
your brand.
● Brand Experience: The idea that brands build value through interaction with the
customer. In other words, brands become valuable based on the realities of their
products and services.
● Internal Branding: Engaging all employees in your brand strategy to make your brand
identity a reality as opposed to an empty pitch.
○ Is the process of building a brand from the inside out. When branding strategies
are focused exclusively on marketing to customers, a brand's identity is likely to
feel inauthentic and forced. Internal branding is the practice of aligning what you
say and what you do. The following are common types of internal branding.
○ Brand Strategy: Involving employees in branding. For example, ask all teams or
individual contributors to submit a short statement of what the brand means to
them.
○ Communication: Get insiders talking about the brand. Communicate brand
initiatives to employees and encourage them to share it openly.
○ Corporate Culture: Work to align your norms, rituals, expectations and habits to
your brand.
○ Training: Training that goes beyond the technical details of how to do a job.
Explain why work is important and how practices connect to your identity and
values as a firm.
○ Customer Experience: Design and deliver experiences that live up to your
brand in areas such as customer service, communications, websites, tools,
products, services and environments.
○ Quality: Quality control and the design of quality products beginning with product
development.
○ Operations: Aligning operations practices in areas such as sustainability to
stated brand values, mission and vision.
○ Recruiting: Recruiting people who match your culture and brand. If your brand
claims to be obsessed with sports, hire people who are obsessed with sports.
○ Performance Management: Performance management that reflects your brand.
If your brand is about diligent and friendly customer service, this would be
reflected as goals for any employees who meet customers.
● Authentic Branding: Developing a brand that accurately reflects your story as a firm.
For example, a brand based on the personality of its founder.
● Brand Reputation: The reputation of your brand on the market based on factors such
as quality and the behavior of your firm.
● Brand Legacy: The history of a brand. It is usually a positive thing to have a long history
behind you that you can leverage for brand storytelling. Brand legacy can also be
negative thing such as a technology brand that customers associate with an out-of-date
technology.
● Brand Storytelling: The use of storytelling to shape and promote your brand.
● Brand Culture: The culture that evolves around your brand that is driven by your
customers and employees. For example, a restaurant chain that is known to have a
lively atmosphere on Friday nights.
● Brand Equity: The value of your brand to your business. Brand equity is an intangible
asset. Brand equity, or brand value, is a term for the financial value of a brand as
represented by the sum of its future cash flows discounted to the present time.
○ Valuing Brands: Brands clearly have value and are often recognized as
intangible assets in accounting. That being said, it's very difficult to calculate an
accurate value for a brand.
○ For this reason, brand value is generally considered an estimate as opposed to
a concrete financial value. This changes if you purchase a brand from another
company, as the transaction is concrete evidence of the brand's value.
● Brand recognition is the extent to which the public can identify your brand from its
visual symbols and products.
● Brand awareness goes a step further to the point that the public can recall information,
emotions or general impressions about your brand.
● Brand Loyalty: Customers who purchase your brand regularly.
● Brand Advocate: Customers, employees or partners who recommend your brand.
● Value: Leveraging the value of a brand with more products.
● Brand Architecture: The structure of a brand family. For example, a brand with
variations for different product categories such as "Acme Airlines" and "Acme Coffee."
Organizations may make significant efforts to differentiate brands. They may also
develop a number of relationships between brands such as a parent-child relationship.
○ Brand Extension: Using a brand for a new type of product.
○ Brand Family: A group of products and services that use the same brand name.
Is the use of a single brand name for two or more products and services.
Products in a family typically have a similar function such as a family of cleaning
products.
○ Product line is a term for related products sold separately under the same
brand. Products in a line may be complimentary such as shampoo and
conditioner. A line may also include variations of the same type of product
offered in different colors, styles, features and quality levels. In some cases, a
product line may have little in common other than brand identity.
Customer needs are things that a customer wants, needs or expects in a product or service.
Metricas:
Brand metrics are standard ways to measure the value of brands and evaluate the
performance of marketing strategies in areas such as brand identity, brand positioning, brand
extension, product development, promotion and customer experience. The following are
common brand metrics.
● Brand awareness is the ability of customers to identify your brand by its attributes. The
following are common types of brand awareness.
● Brand Recall: Unaided recall of a brand name given a product category. Customers can
often name 1-7 brand names for a broad product category such as "airlines."
● Brand Recognition: Aided recognition of a brand. For example, when shown a brand
name customers can correctly state that it's a brand of bottled water.
● Visual Branding: The ability to identify a brand from its visual symbols, advertisements,
packaging and colors independently of brand name. In many cases, customers buy a
particular product by its appearance but can't recall the brand name.
● Top of Mind: Top of mind is the first brand customers can think of for a product
category. For example, customers might be asked "what is your favorite chocolate bar?"
Top of mind is a marketing metric based on the first brand customers associate with a
product or concept. For example, customers might be given a phrase such as "orange
juice" and asked to name the first brand they can think of. Top of mind is typically
expressed as the percentage of people who first name your brand for a given product
description.
● Brand Dominance: Brand dominance is when customers can't recall any brand but
yours for a particular product category.
● Brand identity is everything that a firm wants a brand to be in the minds of customers.
This includes the visual symbols of a brand, ideas, emotions, qualities and experiences
that a brand seeks to represent. A clear and compelling identity allows products and
services to stand out in a crowded market. The following are common elements of brand
identity.
● Concept: The basic foundational idea behind a brand. For example, an authentic drive
to build the best snowboards on the planet.
● Values: Values that you embrace such as sustainability. Brand values is a statement
about the character, ethics and integrity of a brand. Customers tend to hold a fair amount
of healthy skepticism about brand values as they have been exposed to an endless
parade of values that often don't reflect an authentic statement about the company
behind the brand. In other words, some organizations make extravagant ethical claims
that are the opposite of their actions.
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