Is it necessary to update my brand's branding?

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Symbols
Branding often takes the form of a recognizable symbol that consumers easily identify, such as logos.

Common examples include Nike's swoosh, McDonald's golden arches, and the apple used by Apple Computers.

Logos often appear on all products in some form and are used in advertising and promotional campaigns.

The most successful symbols allow consumers to identify a product or company even if the name is not visible.

Slogans
As symbols, slogans build a brand image.

Slogans are used successfully in industries such as insurance to make consumers associate insurers with trust, such as “Nationwide is on your side,” “You're in good hands with Allstate,” and “Like a good neighbor, State Farm is there.”

As with well-known logos, successful slogans become embedded in the minds of consumers and can remain there as long as the company remains in business.

Differentiation

Companies can use Branding to differentiate themselves from the competition.

For example, a business may position itself as an innovator, indicating that its competitors offer the same products or services it has been providing for years.

At a time when environmental concerns are important to consumers, a company may also try to brand itself as operating more cleanly and efficiently than its competitors.

Another common technique is to use branding commercial property owners database to create an image of always offering the lowest prices.

User experience
Branding is also demonstrated by the user experience that companies try to create.

For example, McDonald's uses its advertising to create an image of being a fun place for parents to take their children, in addition to being a place to get fast food.

When people think of GEICO, they may think of how quick and easy it is to purchase car insurance, and the humor used in the company's advertisements creates the image of a pleasant shopping experience.

This is a very common question. When we talk about branding, we are talking about defining a strategy that will last in the long term and that will help the brand consolidate its identity against the competition. However, this concept is at odds with the changing reality that we all face. So, should branding be updated?

The answer is clear: branding must be updated if the change has to do with the brand's identity. In other words, the update should not be done just for the sake of it, but rather there must be a strategy and a well-thought-out reason behind it. Let's look at some common situations.

If the institutional image became outdated
Design responds to certain temporary trends that tend to become obsolete with the passage of time. Major brands renew their image for this reason, although always maintaining their identity. In this sense, shapes and/or fonts are often modified, although never the colours, since they represent an element of distinction and association.

If the brand changes its line of business
If there is a change in your business, then there will be a new target audience. In this case, updating your branding will be necessary to differentiate yourself from your previous version and to present yourself to your new audience.

If the brand values ​​changed
These types of changes are usually associated with historical changes demanded by society. When this happens, the brand may be forced to take on a role on an issue on which it had not previously taken a position. A clear example is feminism.

If the brand's target audience sees itself reflected in this new social demand, it will have to update its values ​​and communicate this through an updated branding. Here, institutional colours can be modified because they have a great emotional content.

Branding Summary

Branding is the impression that arises in the minds of your customers when they hear the name of your brand.

There are different types of branding: product, personal, corporate and employer.

On the other hand, branding offers many benefits for brands: recognition and loyalty - customers will remember your brand; you will project an image of a large business; a strong brand creates an image of an established business that has been around long enough to be well known.

Finally, if your business has a strong brand, it will allow you to link several different products or ranges.

This is where we end with the information about “Branding: Definition and Reasons to Implement It” we hope it has been useful, remember that at Genwords we are experts in SEO and Content Marketing. Contact us.