Branding is essential today for a brand to compete and survive the constant changes in markets and user behavior. To do this, it must create a strong brand that helps it stand out from the rest and attract customers.
We live in a world where there is a great deal of information overload. We receive thousands of impacts every day through different means. The development of digital marketing has exponentially multiplied sales opportunities by simply opening the browser on a laptop or mobile phone. That is why brands are looking to impact us through new and more channels .
Competition for the attention of potential customers is becoming increasingly fierce, and creating sales opportunities is a priority for all companies. The offer is also becoming increasingly similar: products are very similar in terms of features, quality and price, making it difficult to convince consumers to try, buy and buy from us again.
With so much information and product similarity, the only way to stand out is through branding.
However, despite this complicated scenario, some companies stand algeria telegram data from the rest and inspire confidence in us. This confidence makes us choose them over others at the time of purchase. This loyalty means that we do not focus on price, or even quality, when completing our conversion.
Why does this happen? Because there are subjective and perceptual factors that are more decisive when making a purchasing decision than merely rational ones.
Can these subjective factors be influenced? Yes, brands have been doing so for years with marketing techniques that fall under the term: branding.
Where does the term “branding” come from?
The first traces of the use of a brand to differentiate a product date back to approximately 350 BC and come from the term “brandr” which means “to mark with fire” in an old Nordic dialect.
Many years later, in 1500 AD, ranchers were already using their brand on their cattle to determine their ownership. These were simple and easily identifiable signs branded on the animals' skin. What we would now call a logo.
Today, we continue this practice by branding our products to differentiate them from the rest. We use more complex techniques loaded with meaning. However, the goal remains the same: to stand out from the media noise and differentiate ourselves from our competition.
With the arrival of the Internet, branding has become a key element in achieving presence in the chaotic digital space.
Differences between brand and branding
Although they may seem like the same thing, brand and branding represent different concepts and being clear about what differentiates them can help you improve. Let's see what they mean.
What is a brand?
Branding, explained in the simplest way, is all the perceptions that the public has of your company. What they think of it. It is a perception caused by a carefully structured set of emotions that are intrinsically related to the values of each individual.