Today’s brands have become more powerful that we might think, even to the point where they are dictating the trends for the emerging, smaller brands. But what made them so successful and which is the key to their triumph? Everything starts from the bottom up and it begins with understanding the brand and continues with building up a strategy that will enable them to gain the reputation they want.
Why should businesses concentrate on branding?
For every business it is crucial to be identified with a brand because that is what makes them visible to their customers. The brand is what defines a business since it talks about who they are, what they offer and most important, why they should be chosen among others.
The “brand” concept has gone very far nowadays and it encapsulates ideas, philosophies of life, products and people. It is the modern synonym for identity. This is why for any business the starting point is the branding strategy that suits them best.
When we are talking about brand strategy we should know that we are involving a team that will help you define your brand considering your purpose, the benefits you bring on the market and the qualities that should be associated with the brand’s name. Once the basic questions have been answered, the decision that should be made is which strategy is appropriate in the given instance.
Deciding on the right strategy
There is the traditional approach of the brand guidelines that suits a smaller group and there is also the more personalized approach that follows certain parameters. It is all about following the right path depending on the brand.
The traditional guidelines are not that flexible but they are appropriate to well defined brands where one should stick to the existing symbols, logos and graphic language. In this situation the message is straight-forward, no subtleties surrounding the brand and no ambiguity in their statement.
On the other hand, there is the more flexible option that leaves room to creativity and interpretation. The brand gravitates around a symbol that can be shaped depending on the needs. This could be successfully applied to companies that are addressing a large variety of cultures, countries, languages. However, the final decision is made by the client and they are those that should understand that receptivity opens new perspectives.
There is definitely no such thing as a right strategy for all brands. It depends on lots of factors that should be considered before launching on the market.