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“A brand is no longer just what we tell consumers about it, it is mostly what consumers tell each other,” says entrepreneur Scott Cook.
Trademarks are at the heart of marketing strategies for anything we want to pass on to an audience, while many believe that a brand is only a group of distinctive signs that give meaning to the products or services of a company, but the brand includes many other types that are no less importance of the first two.
As an element specifically designed to communicate with the audience before building a brand, you need to know the different types of branding, and how they can be useful in building a brand for your online store. Here are the 6 most important types of branding.
As a business owner, being aware of and being in control of your personal brand are essential components of a successful career.
Personal branding is one of the types of branding, and it is the strategic activity of individuals who market themselves, their professions, and what they do as brands in their own right, personal branding is how others see you: how they describe you, it is a set of values and characteristics that show who you are, and guide your decisions In work and life, your personal brand is what makes you who you are. Therefore, it is essential to be proactive in building your personal brand.
Personal Branding is featured in an article written by Tom Peters in Fast Company Magazine. “We are CEOs of our own Me In companies. To be in business today, the most important job you have to do is to be the Chief Brand Marketing Officer,” Peters says. called "you").
The personal brand itself began to appear as a marketing tool for the corporate brand, as entrepreneurs used their trademarks as a voice to promote the product or service they are selling to raise their status, especially with the advent of social networks, and enable them to benefit from the personal brand and align it with a product or service, which is This has made personal branding a very profitable and income generating strategy.
If you're trying to align your personal brand with your online store brand, you'll have to put some effort into marketing yourself as a leader. Think of your industry as the person behind your online store brand. Here are some tips to make it work:
The producer plays a special role in Marketing mixTherefore, building a product brand is one of the most important successful marketing strategies. A product brand is another type of brand, which is a brand that is uniquely dedicated to each type of product produced by a company.
Branding a specific product is the strategy developed by a group P&G Largely in origin, it allows each product to give its own identity and specific positioning, thus reducing the risk of spillover from one product failure onto another, when brands become strong enough to spawn nascent brands in other, sometimes distant product categories.
The company (P&G), for example, has designed 3 different brands for a product of one category in washing powder (Tide, Bonux, Ariel), in addition to other brands for other products of different categories, such as diapers (Pampers), batteries (Duracell). .and other brands of products.
Here are some tips for building a product brand:
Service brand is also an important type of brand, which is those brands that provide service, meaning, and benefit to a target audience, which becomes a tool for gain and competitive advantage for the parent brand.
The growth of the service industry led to an increase in competition, and the development of the brand’s performance to move from manufacturing products to providing complete solutions and intangible services, which poses a challenge to business owners, while the consumer can see, preview and touch the product, but he will not be able to see and touch the service, so it is distinguished Service brands recognize the need to maintain a consistently high level of service delivery.
When building a service brand, marketers have realized that concepts related to building a product brand cannot necessarily be used when building a service brand, because services require more adaptation to suit different customers. The reason for not using the same principles is that products and services have different characteristics. The most important feature of the service is that it is personalized - essentially intangible.
Here are the top tips that will help you build a service brand:
It is possible that you offer a tangible product, but developing side and additional services that accompany the product can help you build a brand for the service, for example the added service can be maintenance if you sell home appliances, installation if you sell carpets, or customer service if you You sell anything else. By providing these extensions, you teach consumers to associate your brand with a specific user experience and entice them to come back to enjoy that experience again.
This type is the most common of the trademark types. A corporate brand corresponds to the name of the company that is placed and promoted as a trademark. Aramco, Almarai, and STC are, to name a few, corporate trademarks.
Corporate branding goes beyond a logo, website design, or advertising, to include how a company behaves socially and professionally. Corporate branding often extends to a company's recruitment efforts and company culture, which ultimately shapes how the public perceives a brand.
A corporate brand can include a group of product or service brands, the use of a corporate brand allows for synergies in communication actions and allows product brands to benefit from the support of the parent brand
Prior to the development of the corporate brand concept, some large companies with a range of product brands were content with a company name sometimes unknown to the general public that was not necessarily registered or promoted as a brand name (many do not know P&G for example but know the brands of their products).
It can be said that the cultural brand, which is another type of brand, is to link any brand to cultural and artistic activities.
Creating a cultural brand is an important asset for any company because a cultural brand allows you to build a lasting relationship with your target audience to establish the idea that the essence of your brand is not a futile attempt to sell a product, but rather a cultural and artistic project that will give your original brand additional value and allow you to define your identity and values And your profession, but also the promise you want to make to your audience, and your cultural brand can keep your brand alive over time.
The principles underlying the cultural brand model are different from the principles developed by traditional brands. Building a cultural brand requires a lot of preparation. In fact, few companies have succeeded in building an established cultural brand, to the extent that some brands have become cultural icons. Brands that reach a distinctive cultural status do not only offer products; It provides a sense of community.
For example, a company is established Ben and Jerry In the late 1970s, it launched its line into a market already flowing with other ice cream brands. The company thrived in the 1980s by positioning itself as an antidote to the Reagan era. When strong divisions between liberals and conservatives began to emerge, the brand became associated with ideas of peace, love, harmony, and rebirth in the counterculture.
Organizing and/or sponsoring events has become one of the most important types of branding since companies began to realize its importance as a marketing strategy for the parent brand., 91% of people have positive feelings about the brand After joining your sponsored events, because events are memorable experiences that don't happen randomly, they are the result of thoughtful event branding. According to a study conducted by Live Marketing Live experiences—conferences, workshops, trade shows, and more—help connect brands to their audiences in ways other marketing channels can't.
Events can become brands when they strive to deliver a consistent experience that attracts consumer loyalty. Examples of event branding include TED series conferences that have broadened their perspective to include conversations on many scientific, cultural, political, humanitarian and academic topics, well-publicized global festivals such as the Oscars, and sporting events such as the FIFA World Cup, Olympic Games and more. .
The strength of these brands depends on the experience of the people attending the event. Business owners of products, services and other types of brands are aware of the power of event brands and seek to associate their brands with the event brands through sponsorships. Event sponsorship is a trend that is thriving more recently.
Event planning is fundamental to building a brand image. Red Bull is the leading example in this field. This Austrian company that sells “energy” (a totally inventive marketing term) drinks that “energize body and mind” sends consumers a picture of dynamism, adrenaline, and even risk.
Specialists ask: How can a simple drink that scientific studies have shown to be completely lacking in physical and intellectual stimulation make you feel anyway? This is largely due to the holding of extreme sporting events (high jumping, diving, motocross…) that convey the sensations that the drink claims! Where the consumer unconsciously interacts to maintain in his memory the association between the brand and the sensations being promoted.
Types of trademark include other forms, including but not limited to: media trademark, electronic trademarks that exist only in the virtual world, private trademarks, group trademarks, individual trademark...etc.
