Branding elements are essential marketing techniques used to build the desired perception of the brand in the mind of its users. Branding is a strategy through which ordinary products take on a personality so that users can differentiate them from the competition.
Need an example? Consider Apple iPhone. A smartphone, like others, but differentiated by the Apple brand and the benefits it’s perceived to deliver.
Marketers use a combination of elements to build a brand; these branding elements include:
- Brand name
- Logo
- Tag Line or Theme Line
- Colors
- Graphics
- Sound
- Taste
- Smell
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Why Are Branding Elements Essential?
Now let’s see why marketers should go to the trouble of creating a brand. Consider the following:
- Why are people willing to buy Apple iPhone even when it is more expensive than other comparative smartphones?
- Why do people travel to eat chicken at KFC after driving 10 miles when there is an alternative next to their home?
- Why do people purchase Nike shoes for top dollar when they can buy the same quality sneakers at half the price?
The answer? Branding Elements.
These companies have built a steel-cut strong brand perception in the mind of their consumers. Wearing the brand is akin to wearing the attributes it promotes, such as innovative and tech-forward approach, speed, love for sports, great taste, etc.
Therefore, by building a trustworthy brand, companies can make a huge difference in their bottom line. They can charge a premium price, grow their business, increase awareness, and control how consumers perceive the brand.
Branding elements becomes even more important when competition is high, and we can all agree that competition is the highest online. There are too many websites about the same thing, and if you want yours to succeed, you must invest in powerful branding.
7 Essential Branding Elements
To help you out, here are seven branding elements that will ensure the success of your following website:
1. Create an Impressive Logo
When you see a large yellow M, the first thought in your head is McDonald’s. Similarly, a checkmark makes you think of Nike, and a bitten apple is, of course, Apple. This is the power of logos; a well-made logo doesn’t even need any words to convey brand presence. Brand name and logo are the first branding elements in our list.
As soon as the customer notices it, they know which company it belongs to; it increases recall and recognition, which leads to higher engagement. Hence, if you want your website to be successful, create a strong logo. You must keep the psychology of color and design in mind while creating your logo.
Adobe Illustrator, Designimo, and Logomakr are some tools that you can use to create impressive logos for your website.
2. Invest in Content
Great content is one of the most essential branding elements. Two decades ago, Bill Gates coined the phrase, “Content is king,” and his words have come to realization in a big way. A business cannot survive without content curation in the online sphere, so it’s hardly a surprise that online branding requires content.
You can build a strong brand by creating authoritative content on your website. Create a blog to share relevant and helpful information that sets you apart from your competition. Become the thing that you want your users to perceive you as.
For instance, when someone needs credible news, they cite the New York Times with their eyes closed. Why? Because it has established itself as a source of trustworthy information. You can establish yourself as you desire with the help of your content too.
If you want to be a website that’s known for providing the latest tech news, start posting citable news about technology, and soon consumers will seek your website for information.
You can also create e-books, researches, surveys, and discussions on forums (Reddit, Quora, etc.) to build online authority and visibility.
3. Explore Branding for Social Media
Social media is the name of the game in the 21st century. If your brand is successful on Social Media, it will be successful monetarily. You can use social media to promote, grow, and refine your business.
Hence, you must invest in branding elements like social media for your website. Use graphic designing tools like Adobe Lightroom, scheduling tools like Buffer and Hootsuite, research tools like Buzzsumo and Adespresso to manage SMM, among other tools.
They not only let you create your desired brand persona online; they also help you manage it efficiently through automated scheduling and planning.
4. Visual Branding is Critical in the Online World
Apart from the logo, your website design and the graphics you use online should depict your brand identity. You can use branding tools like Piktochart, Canva, and Adobe Illustrator to create visuals that align with your brand’s theme.
If you want our opinion, hiring professionals beats everything. You can avail of the services of a digital marketing company or hire a freelance graphic designer to take care of your visuals. This way, you can improve visual branding elements to prosper your branding.
5. Explore Audio Branding to Standout
Do you know a brand by its sound? Of course, you do! Who can forget the Iconic MGM lion roar or the Nokia ring sound? Every potter head goes straight to Hogwarts when they hear the Harry Potter theme music, and the HBO sounds everyone thinks of Games of Thrones. So, audio branding is one of the essential branding elements for robust branding.
You, too, can use sound to create an identity and set yourself apart from your competition. Create a distinctive brand sound or jingle that’s incorporated in all audiovisual content on your website. It must be a catchy tune that is easy to remember.
6. Don’t Forget to Add Branding Elements to Email
Email Marketing is the most vital tool in a marketer’s arsenal to engage and convert new and existing consumers. You receive many emails from brands you have interacted with every day.
Newsletters, stock alters, promos, and greetings on special occasions are just a few instances. So why not use these emails to augment brand identity? Use tools like Hubspot or Mailchimp to create personalized email signatures.
Also, incorporate brand logo and colors in the design of the email so that the perception of the brand’s identity grows in the mind of the consumer. Next time your viewer sees your logo, they will immediately make the connection.
7. Event Branding Can Work
Finally, you can use online event marketing tools to create and strengthen your brand. Traditionally, brands sponsored events like concerts, business shows, and sporting events to increase visibility. You can still do so by sponsoring events so your logo becomes more recognizable.
Secondly, you can also create events of your own; host webinars, e-conferences, and symposiums of industry experts on issues that your audience finds attractive. By doing so, you will make your brand visible to potential consumers.
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