Brand marketing, also called branding, is an essential discipline in the management of a brand or a business with several brands. In a competitive market, a brand cannot live without brand marketing. Even if it had a monopoly, a brand must meet a few criteria to exist and meet the needs of its consumers. In order to fully understand what the role of brand marketing is and how it develops, this article will review the components of this discipline and its framework of use.
What is brand marketing for?
Brand marketing or branding agency Dubai aims to favorably position a brand in the mind of the consumer and more precisely of its target consumers (personas). Branding in order to be effective combines the most suitable advertising devices to live in a time without running out of steam and to remain relevant to consumers. If the branding must be timeless as much as possible it is to partly ensure the sustainability of the brand
What are the components of brand marketing?
For a company that seeks to create a brand image, it is important to start by clearly defining the objectives, setting up a business strategy and, above all, determining the components of this strategy and ensuring its consistency.
There are several components that can be used to develop a company's brand marketing with branding agencies in Dubai, and it is important to study each one carefully. Here are the main components to take into account in your branding:
Name and visual identity
The name, as well as the visual and audio identity that you choose to give to your company and your products, are decisive in shaping your brand image. The visual identity represents all the elements that can be used to represent your brand visually. This includes in particular
• The logo
• The typography
• Colors
The visual identity can also include other elements that can be used to promote a brand such as:
• Your website
• Promotional items
• Your letterheads, business cards, envelopes, etc.
The sound identity is the distinctive sound you choose to represent your brand and forge an identity for it.
The product or service
Thanks to its ingenuity, its price, its characteristics and its form, the product or service is a fundamental component of brand marketing. The proof is that many companies were born out of an idea for a product or service. This first idea often shapes the image that consumers will keep of the company
The voice
Another component of branding companies Dubai is the voice. It is the slogan, the language and the tone that the company uses to address its target. When your audience remembers not only your logo but also your slogan, it is a sign that you have successfully built a strong brand.
Experience
The brand image of your company is also created on the basis of the history of your company, its strengths and weaknesses, its know-how, the vision and the values of its leaders. This branding component also includes the online or in-store shopping experience, after-sales service, and company employees.
What is the power of brand marketing?
The power of brand marketing is at two levels: the business and the consumer.
The company
Brand marketing creates value for the company for the following reasons:
• It promotes investor confidence, which makes it easier to obtain financing.
• It instills a sense of belonging created by notoriety and corporate culture.
• It increases the profit margin and justifies higher prices, for example.
• It gives weight to the company when negotiating with distributors and other partners.
The consumer
Brand marketing also creates value for the consumer for the following reasons
• It helps build customer loyalty by creating a bond of trust.
• It makes it easy to identify the company's products by name, logo, packaging, and message.
• It values the consumer who identifies with the brand.
• It guarantees the uniformity of the brand's products over time, thus ensuring a familiar, continuous and lasting presence.
The marketing and economic functions of branding
At this level we can define three main functions of branding:
The suction function: this is to give consumers an additional reason to appreciate the brand, beyond the products consumed. Branding thus allows consumers to appreciate the brand, not only for its products but also for its universe, its values, its cultural positions, etc.
The so-called relational and identity function: brand marketing leads consumers to build their lifestyle and their projects through the brands of products they buy. Thus the consumer identifies himself through the codes, the style or the image that the brand transmits.
The so-called transactional function: faced with the multitude of brands from which the consumer must choose, branding facilitates the act of purchasing by reducing the consumer's uncertainty. Hence the importance’s of guaranteeing the quality of the product, its origin, for example through a quality label.