So, in this branding 101 course, you will learn all the advanced strategies you need to help your business grow.
Branding is an important aspect of marketing.
It shapes our lifestyles, purchasing decisions, and even our emotions.
We interact with brands every day, and this is also how we influence the buyer.
Branding also allows you to shape the industry, craft loyalty, and even shift perceptions.
That’s how we stand out.
However, we often put its creation and management much lower on the priority list, even though it is arguably the most potent component in marketing.
Most of the time, we are quick to focus on advertising and slow to decide if our brand is the reason for the lack of traction or growth.
So, in this course on branding 101, you will learn the layers of branding and go in-depth on what branding is, how it works, and how you can build and maintain a competitive brand.
This course features the strategies necessary for practical branding goals, whether you are crafting a new business from scratch, looking to update an outdated one, or working on a current brand.
What is branding?
Branding is one of those terms that carries many definitions.
Most people attribute branding to a logo, an identity, and some attributes as a product.
So, let’s re-establish what branding is.
A brand is an emotional experience.
It’s a person’s perceptions about your product or service, or company.
Branding is about embedding what makes you special to consumers.
In another way, when a customer thinks about your brand, it generates a sense of feeling.
So with this association there, it’s your responsibility to not only create that relationship but manage it, too.
Since branding is more of a feeling, in our daily life, everything we smell, hear, touch, and do gets associated with our memory.
Likewise, the importance of a brand has also the same impact.
Branding is about ensuring that when a customer sees your logo, walks into your store, or receives an advertisement, this connection in their brain aligns with what makes you unique.
It’s genuinely imperative that it aligns with associations that create a sense of what you are selling, who you are, and why they want it.
Let’s put it a little differently.
A brand is just a feeling, and the goal is to dictate what that feeling should be.
To create in the mind of your ideal customer the belief that there is no other product on the market quite like yours.
In branding, we work to decide what this feeling and perception need to be.
And make sure that we don’t interrupt or change that perception.
By building a robust brand, you will craft a strong marketing platform, as good brands make the sales process a lot easier.
Put creatively; a brand can trigger a psychological response, like emotions, beliefs, and attitudes.
When a consumer sees the brand, it connects them to an experience, and this allows them to choose one over the other.
With strong branding knowledge, a brand can create a set of buyers for itself, and these buyers always have a clear preference.
Also, the most important purpose of a brand is to reduce a consumer’s switching behavior.
So, it’s all about your brand, and everything it represents truly defines how profitable your business will be.
All right then, you will learn everything from this course to make a successful brand of your business.
Let me walk through the topics you will learn in this course.
- The importance of branding.
Components of Branding
- What do we mean by branding?
- What is the purpose of a brand?
- What makes up a brand?
- What is the brand system?
Evaluate the brand language
- The influence of touchpoints
- Branding through storytelling
- Exploring the customer journey
- Create a brand strategy
- The frame of reference.
- Conduct an internal brand audit.
- Brand positioning
- Define a unique selling proposition
- Create a vision statement
- Brand personality
- Evaluate brand visuals
- Select brand colors
- Evaluate the brand language
- Internal brand culture
- Brand responsibility
- Overcome damaging events
- Net promoter score
- Brand promoters
- Brand detractors
- What is brand equity
- How to measure brand equity