When you have done a good branding campaign, you stop having clients and start having ambassadors . Your clients start to believe that only your product understands them and meets their needs. This is essential when choosing a product. Because what branding achieves is to eliminate that selection process.
McDonald's example
Ketchup is Heinz, nappies are Dodot, Oreo biscuits, televisions are Sony, the social network Facebook. These are brands that are pure branding , pure brand image. The most important thing for a brand is not that you buy it once, but that you have it as a reference brand and never buy another brand again.
We see it explicitly in this campaign by McDonald's, another of the big players in international branding.
How to do branding?
We have already seen some of the reasons why every algeria telegram data needs branding. Now it is time to talk about how we do branding.
We could divide a company's communication into two parts: the mission and the vision of a company.
The mission is the brain of the company, a statement of rational principles that define what the company does and its current state.
The vision is the heart of the brand and defines the company's long-term aspirations, what it wants to be in the future.
Once your company's mission and vision are clear, brand strategy begins to work on the gap between the present and the future.
All the brand's actions and philosophy are collected in a document called the brand manual or brand bible.
What does a brand manual contain?
This written document must state:
Business objectives .
What sets you apart from the competition.
Behavior with customers .
Provides guidelines for decision-making.
Inspire ideas for future marketing campaigns.
This guide or document can be updated as the scale of your company and social events change. It must therefore be a living element , but always responding to a clear, faithful and concise strategy.
Red Bull example
Red Bull’s brand strategy is a clear example of a well-done branding job. With its slogan “Red Bull gives you wings” it orchestrates all kinds of actions around this concept and takes it to unsuspected limits.
Today, it is one of the companies with the highest loyalty in the world. And it continues to do incredible things like jumping from the stratosphere . One of the marketing actions that will be remembered for the longest time, with a global reach, but that does not forget the principles of its brand: “It gives you wings.”