Brands have the power to awaken sensations in us. Want an example? Think of a brand that uses the color purple in all of its communication, products, internal and external pieces. There’s no way not to associate with Nubank, right? That’s Branding!
Nubank is a brand that has built its identity and personality so well that we can identify it without anyone having to say its name. The same happens with Coca-Cola and its red color, for example.
EThis recognition only happens thanks to it: Branding. A strategy focused on adding value to brands by building emotional connections and valuable relationships that engage the public. Understand more about the concept below.
What is Branding?
Branding is a brand management strategy that, through a set of actions, allows companies to build their personality and establish emotional connections with their audience, differentiating them from other brands on the market and directly influencing the decision to purchase a product or service.
We can then say that branding is a marketing strategy adopted so that your business grows intelligently, showing customers what your brand is, how it communicates with the public and what it has to offer that others do not.
Everything can be part of branding planning, from the company’s logo to the tone of voice it adopts when speaking to its customers.
But why is Branding important?
Without a well-structured branding strategy, your brand will have no personality, much less create real connections with your audience. Therefore, it is unlikely that your customers will identify your brand when they need a specific product or service.
Consumers who have an emotional relationship with a brand have a higher lifetime value and this relationship ensures that 71% recommend the company to other people, according to reports from Motista.
Therefore, creating a branding strategy is essential for:
- Create identification with people, their stories and causes;
- Bring more differentiation to your brand;
- Build value and generate results;
- Create a clearer and more assertive vision of the future and business strategy;
- Create a differentiated, consistent, relevant and proprietary personality;
- Establish an emotional connection with your audience.
See an example of how a Branding strategy can create a connection between the public and the brand:
“O Tempo” is a film by Sicoob Cocred. Through it, the brand invites the viewer to reflect on the importance of cooperation, through storytelling, about the transformation of a little girl who receives spontaneous help from her neighbor.
The biggest challenge of the campaign was to create a story capable of moving the public and, at the same time, showing the essence and main purpose of the client: cooperativism, in a real and humanized way.
The solution to this challenge was to create sensitive storytelling, featuring real characters, with real problems, to show how cooperation, when nothing is expected in return, can transform lives and bring happiness to both those who do and those who receive the action.
With the slogan “Transform someone’s day, without asking for anything in return”, the film fulfilled its role, bringing the public closer to the brand and impacting more than 10 million people on television. On social media it also broke a record in views with 652 thousand views.
The Sicoob Cocred film was also successful at FestVideo, one of the most respected advertising awards in the country, winning the Grand Prix, the competition’s main prize.
Watch this success story: Storytelling • Sicoob Cocred • Ideatore (ideatoreamericas.com)
Get in touch to create the branding strategy your business needs!