Since its emergence, marketing has gone through phases that revolve around three major disciplines: product, customer and brand management.
In this last aspect, one of the items that stands out the most is the visual identity, in which we relate the term brand to a logo, colors and symbols. However, its real meaning goes further.
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In reality, brand is the whole set of experiences and feelings that the consumer has experienced and created from your company, from his first impression, to what he saw and heard about it.
That is, everything that the individual experiences, added to the social, cultural and economic contexts, forms what we call a brand.
With the emergence of Branding, the main objective of brands that are attentive to marketing trends is to ensure that these experiences are positive, since it is the process of managing a brand, which includes everything from planning, going through structuring, to promoting it.
Positive experiences, the quality of its products and services, as well as customers' identification with its values will define whether or not the brand will become a market leader like Apple, Nike and Coca-Cola have become.
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From the practice of Branding it is possible to keep employees motivated, take care of the image and reputation of a brand, adapt its positioning and bring more and more visibility. Within this process there are some terms that need to be created and managed:
- Brand identity;
- Brand platform;
- Brand architecture;
- Brand extensions;
- Employer Branding;
- Brand perception;
- Brand consistency.
from the Branding, a brand can positively impact people's lives, without it, it's just names, and names don't sell, don't connect and don't relate to the public.
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