\n“Branding is endowing products and services with the power of a brand” (Kotler & Keller, 2015)<\/p>\n<\/blockquote>\n\n\n\n
Branding is the process of giving a meaning to specific organization, company, products or services by creating and shaping a brand in consumers\u2019 minds. It is a strategy designed by organizations to help people to quickly identify and experience their brand, and give them a reason to choose their products over the competition\u2019s, by clarifying what this particular brand is and is not.<\/p>\n\n\n\n
The objective is to attract and retain loyal customers and other stakeholders by delivering a product that is always aligned with what the brand promises.<\/p>\n\n\n\n
Who does it affect?<\/strong><\/p>\n\n\n\n\n- Consumers:<\/span> As discussed above, a brand provides consumers with a decision-making-shortcut when feeling indecisive about the same product from different companies.<\/li>\n\n\n\n
- Employees\/shareholders\/third-parties:<\/span> Besides helping consumers to distinguish similar products, successful branding strategies are also adding to a company’s reputation. This asset can affect a range of people, from consumers to employees, investors, shareholders, providers, and distributors. As an example, if you don\u2019t like or don\u2019t feel connected to a brand, you would probably not want to work for it. However, if you feel like the brand understands you and offers products that inspire you, you would probably desire to work for it and be part of its world.<\/li>\n<\/ol>\n\n\n\n
How can it be done?
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Companies typically use various tools to build a brand<\/a>.<\/p>\n\n\n\nBranding can be achieved through the definition of the following elements:<\/p>\n\n\n\n
\n- Brand essence and core identity:<\/strong> This includes the brand’s purpose, vision, mission, values, and guiding principles<\/li>\n\n\n\n
- Brand positioning <\/strong><\/li>\n\n\n\n
- Brand promise<\/strong><\/li>\n\n\n\n
- Brand identity:<\/strong> For example, the brand’s name, personality, communication style and tone of voice, visual identity design (including logo design, color palette, typographies, etc.)<\/li>\n<\/ul>\n\n\n\n
Additionally, it’s essential to devise a brand communication plan to bring the brand to life and allow it to be experienced by different audiences. The brand also needs to be aligned with all aspects of the organization to ensure its coherence and strength. This part of branding, which involves implementing the brand, often overlaps with marketing strategies. Some examples include:<\/p>\n\n\n\n
\n- Web design and online presence<\/strong><\/li>\n\n\n\n
- Advertising and communication campaigns:<\/strong> e.g., newsletters, social media ads, TV commercials, radio, magazines, outdoor ads<\/li>\n\n\n\n
- Product and packaging design<\/strong><\/li>\n\n\n\n
- In-store experience<\/strong><\/li>\n\n\n\n
- Sponsoring and partnerships<\/strong>: e.g., sponsoring events, influencer marketing<\/li>\n\n\n\n
- Customer service<\/strong><\/li>\n\n\n\n
- Workspace experience and management style<\/strong><\/li>\n<\/ul>\n\n\n\n
In our example of branding water, packaging design and advertising are perhaps the most powerful tools used by marketers:<\/p>\n\n\n\n
Packaging design<\/strong> is the silent salesman that will grab busy consumers’ attention in-store. It informs consumers about the product’s properties and visually differentiates the brand from the competition on-shelf.
An interesting example is Fiji Water, which managed to create a bottle design that perfectly reflects the brand’s values: transparency effects convey purity, while the tropical flower and the blue background evoke nature. The bottle design is elegantly crafted, conveying a sense of exclusivity. <\/p>\n\n\n\nSince 2022, the brand has been using 100% recycled plastic for their packaging and this aligns with their sustainability commitment. However, as a side note, we believe that additional enhancements could be made by exploring refillable solutions or incorporating natural materials to the bottle. These actions would further strengthen the brand’s alignment with its values and promise.<\/p>\n\n\n\n