Branding: Fundamental elements to create a defined and strong brand

Our brand is the first element that customers will perceive of our business. Therefore, it is essential to creating a strong, well-defined brand that reflects who we are and what we do

Thus, in order to achieve this, a branding strategy is ideal, since we have to bear in mind that our brand is not just a product, but much more. 

A brand will allow us not only to create links with our customers, but also to associate ideas, differentiate us from the competition and support our marketing strategy, which is why we must take care of it. 

Below, we explain some of the essential elements for our branding strategy to give us the best results. 


As we have already mentioned, our brand will reflect what we are and what we want, i.e. some of our objectives as a business. 

Accordingly, It is essential to have these clear and well-defined objectives, as the brand will be focused on them. 

For example, as a business we may aim to make a profit, but in the eyes of our customers, we should aim for more, because that is what we are aiming for. will allow us to stand out from the competition and differentiate ourselves from them.

In this sense, we can approach these objectives from two different perspectives: functional and intentional. 

With regard to the functional, refers to the business itself, focusing on immediate and purely commercial reasons, i.e. making profits

On the contrary, the intentional perspective is the one that involves much more and is about teaching what we want to bring to the world as a business.

A clear example of this second perspective are the brands that sell you respectable products with the environment. In this case, both perspectives are fulfilled. On the one hand, as a business, the aim is to make a profit from the sale of the products, but an added bonus is the fight against climate change and respect for the environment. 

Therefore, we must make the client see that we seek to contribute and/or help society, with profit being secondary. 


This element can be compromised, especially when it comes to social networking. 

Many brands use social media to promote themselves, make themselves known and, most importantly, introduce themselves to their audience. 

Thus, although we can deal with many topics, products or services, we must be consistent and coherent with what we publish.

In this sense, we must not forget that all our messages to the public must fit together and integrate with each other, achieving recognition and strengthening our brand loyalty. to our potential customers. 

We therefore recommend the use of style guides. These guides or dossiers will allow us to define, for example, the colours to be used or the tone for our publications, unifying and consolidating the content of our brand.


We must not forget that we live in a world full of changes, especially in the field of new technologies. 

For this reason, it is essential to warn, prepare and know how to adapt our brand to possible changes that may occur.. All this while maintaining the consistency and coherence mentioned above. 

In addition, this flexibility also refers to the changes that can be seen in the market, in the competition and in the customers themselves, and we must analyse and implement them in our brand.

The example par excellence, in this case, is the digitisation of services or the way of communicating with customers. 


Another very important element is the generating emotions in our customers. We will always encounter customers who are more emotional than rational, guided much more by the emotions that a product or service makes them feel. 

In this sense, there are several emotions that can be transmitted to the customer, both positive and negative. (for example, family security and peace of mind in an alarm brand.) as refusals (e.g. the fear of bacteria in a brand of disinfectant product), choosing the ones that best fit our brand. and to our objectives.


Finally, reference should be made to competition, which must to be taken as our own strategy to improve our brand.

It is therefore very important to make a competitive analysis that we find in our sector: what they do, how they sell it, how they advertise, what attracts the most customers to their business, etc. 

This analysis will not only help us to understand their strengths and weaknesses, but will also help us to recognise our own, identifying those aspects that we may need to improve.

But, now, be very careful. We must not lose sight of the competition, but neither must we lose sight of our brand or business.

Focusing so much on others could lead to a situation where, instead of improving and standing out, we end up looking like our competitors

Therefore, we must keep them in mind just enough to be able to know what aspects we need to improve, strengthen or implement.

These are just some of the aspects that we must take into account when creating our brand strategy, but there are many more factors that can influence it, and each business must choose and promote those that best suit its situation.

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