What is Branding, how to manage your brand and examples

What care do you have with your branding?

The attention given to the management of a brand is essential for the results.

The leading companies in the market know this very well, and for that reason, they are among the favorites.

Such condition depends on presenting authenticity, and thus, distinguishing itself from competitors.

It is something that makes all the difference when the consumer comes to the moment of making the decision to buy.

But how do you manage to be the brand of choice in an increasingly competitive scenario?

Giving branding the attention it deserves is not a luxury, but a market requirement.

If you want to guarantee a special place in the minds and hearts of consumers, this article can help you.

I am going to explain what branding is, how it works and give you examples that will serve as inspiration.

Still here with me!

What is branding?

What is branding

Branding is a set of actions established to build a positive perception of your customers in relation to your brand.

Thus, it contemplates the entire brand management process, with the aim of increasing your visibility.

Another important focus of branding that is worth highlighting is the place that the brand intends to occupy in the market through these actions.

This is located, not only in the mind of the consumer, but also in his heart. The election process involves rational and emotional aspects.

When thinking about branding, your goal should be to build a personality for the brand.

To do this, take into account the values ​​of the company, its collaborators, and the tone of voice, logo and the colors that you use in your visual communication.

All this, in isolation and/or together, must be designed and used to awaken sensations, perceptions that may or may not be conscious.

The result is precisely that the consumer chooses your company and what you offer.

It is worth noting that this does not happen overnight.

That is, the strategy usually meets its long-term goals.

What is a brand?

What is brand

“The products are created in factories. Brands are created in the mind. ”

This is a phrase from designer Walter Landor that helps to better understand the brand concept.

As I mentioned before, the personality of the brand is not built on the basis of a specific element, but on the set of several of them.

In other words, the brand is everything that represents you, whether it is a physical characteristic or not.

It is she that makes your product or service special, differentiating itself from competitors.

Therefore, we can say that the clearer that distinction is, the more deeply rooted the brand will be in the minds of your audience.

Remember that the brand is also what your consumer’s perception involves.

Therefore, you must know your brand well to work on branding in a subtle and gradual way – without imposing your values.

What is buzz marketing?

What is buzz marketing

Buzz marketing is the popular word of mouth disclosure.

It is a strategy that seeks to achieve a chain reaction caused by the propaganda actions of a company.

This occurs when the consumer, spontaneously, transmits a positive message to other people.

Remember that with the increase in the use of the Internet as a means of communication and information search, the importance of this strategy grows and grows.

Each consumer is able to influence several others through their comments on social networks, for example.

Today, buzz marketing is much more effective for branding than when the brand recommendation was restricted solely to the online environment.

What is the importance of branding?

What is the importance of branding

In the current context of high competitiveness among companies, knowing how to manage your brand is essential.

Through this strategy, it is possible to establish a positive emotional connection with your consumers and show them the difference of your product or service.

To take advantage of branding, it is necessary to go beyond positioning yourself in the market.

Your brand needs personality and clear objectives to be able to identify with the public.

When this happens, and your brand promotes good experiences for the consumer, the perception of price itself can change.

In a survey conducted by Ana Couth Branding, 67% of those interviewed said that they pay more for a product from a brand that connects with them, that is, that they identify with it in terms of values.

Notice, then, that branding strengthens, creates presence, links and adds value to your brand.

How to do an excellent branding job?

How to do a great job of branding

The evolution of technology works in favor of a branding strategy.

Because the way we consume changes so quickly, today, a brand can choose personalized and lower-cost channels to engage with the public.

Therefore, when thinking about branding, it is necessary to take into account two main characteristics: visual identity and strategies.

I explain it better to you.

Visual identity

All forms of visual representation of a brand (logo, photo style, fonts and colors) help create an identity recognized by the consumer.

Then, the more appropriate it is, the more likely and quickly the association will be established in the mind of the one seeking branding options.


The logo is one of the elements that is more easily engraved in the mind of the consumer.

Therefore, its design must also be thought responsively (adapted to different devices) for online platforms.

This is because the file formats used in traditional and print advertising are different from those used for the web.

Make sure to analyze your brand’s app for ease of reading and understanding on mobile devices, such as smartphones and tablets.

Brand Manual

Brand Manual

It is necessary to build a brand manual to maintain a certain unity and identification in your advertising campaigns.

This serves as a guide that includes:

  • The colors that the brand can use
  • The codes that those colors represent
  • The source of the text
  • How the font should be applied
  • Vertical and horizontal versions

Unity of style

Maintaining a unity of style is essential to create connections and identification between your advertising pieces.

First of all, it is necessary to define the style you want your brand to have.

¿ must be something more radical or something lighter?

¿ With colors darker or lighter?

Look for examples of photos that have the same line of reasoning and visual components that serve as an example for the style you want to adopt in your brand.

Give special attention to this phase, because your style will be the communication hallmark of your brand.


The equation is simple: visual identity is the way you convey the visual values ​​of the brand, and strategy is the way you spread the purpose you set for yourself.

With strategy, the connections you created are much stronger than with visual identity.

Here, the identification goes beyond the style that is adopted.

Brand personality

Your brand must have its own personality in order to transmit values ​​and dialogue more coherently with your audience.

Try to think of her as a real person.

How do you think it would be? What would its qualities be? What adjectives would qualify it? What would be its shortcomings?

Doing that kind of analysis makes the branding process a lot easier.

Voice tone

Voice tone

It is somewhat obvious, but it must be said.

To guarantee good communication, you must adapt the language, both written and visual, to your audience and your people (ideal client profiles).

Let’s assume that your audience is made up of young people and teenagers.

A more specialized language, maybe not the best way to treat that audience, right?

It is also interesting to know what are the specific terms that your customers use so that you can incorporate them into your brand.

That keeps the tone more casual in the interaction.

It is best to get consumers to think that they are talking to a friend.

It is the complete opposite of a company that just wants to sell and doesn’t care about what it has to say to its audience.


It is essential to know where your audience is and which channels they use the most, in order to convey your message effectively.

It is not necessary to be present in all existing channels, but to focus on those that will have a strategic role in the growth of your business.

However, two channels are essential today: website and social networks.

According to the Content Trends 2017 survey, approximately 84.7% of those interviewed use organic search on Google to find content and information.

Then, having a well-structured site or blog is essential to communicate with your audience.

Social networks are another powerful tool, for example, Facebook.

Today it is the largest online community in the world.

Therefore, creating a fan page is a mandatory action among branding strategies.


The way of doing marketing has completely changed in the digital age.

Therefore, a good content strategy not only helps your brand stand out in the search, but with it you achieve more visibility and authority in the medium.

To do this, the content must meet the needs of your people, be useful and relevant.

Make sure to apply the concepts of visual unity that you defined previously.

In other words, your content must be personalized, according to the identity of the brand in all channels and materials.

The 11 brand management guidelines

The 11 brand management guidelines

According to Wally Olin’s, specialist in brand consulting, managing and building the branding of a company, its planning and analysis of studies, must go through eleven basic stages.

Are we going to learn more about them?

1st: The four vectors

There are four main points to work towards and achieve branding success.


  • Product understanding
  • Environment in which the product is sold
  • Way of communicating with consumers
  • Behavior of brand managers

2nd: Brand Architecture

¿ how brand structure is formed?

There are three options:

  • Corporate: the segment and the performance of the company appear in the name and in the graphic design in an integrated way.
  • Validated or endorsed: if the company has different brands, each one must appear with its own identity.
  • Individualized or branded: there is a management corporation with different brands of its own segmentation.

3rd: Invented, reinvented brand or name changes

It is necessary to establish whether the brand is new to the market, or is undergoing a transformation process, which requires reinventing branding.

4th: Product quality

Product quality

The appearance of the brand does not only relate to products, but also to services.

5th: The interior and the exterior

Employees must believe in brand values ​​as much as consumers.

6th: Differentiators or central ideas

The objective of branding and its actions is to create its own identity and distinguish itself from the competition so that the brand inspires consumer desire.

7th: Break with the model

The distinction to be achieved depends on stepping out of the comfort zone and breaking away from the obvious.

Innovation fits very well here.

8th: Reduce risk / investigate

Reduce risk / investigate

Without research, there is no success in branding.

That includes analyzing the market, studying your audience, and identifying trends.

It is the ideal strategy to deal with and reduce risks.

9th: Promotion

How will your product or service be promoted?

You need to focus on reaching the audience that interests you.

10th: Distribution

Here the market study is deepened.

The heart of the matter is knowing the potential of the market and knowing how to meet the demand, in addition to logistical aspects, since nothing can harm the perception of the brand.

11th: Coherence, Clarity and Congruence

In the final stage, you cannot forget that the brand must have very clear definitions about its mission, its image, segmentation, positioning, and even about its people.

Everything must be in direct correspondence with the identity that is disclosed.



There are many examples of branding that serve as inspiration.

I selected two brands that are long established in the market.

Remember that to a large extent, this was achieved by the branding work carried out by them.


It is impossible to talk about branding, without citing the most classic example: Coca Cola.

The image of the brand is so present in history and in people’s minds that, if you find a piece of the label on a Coca-Cola bottle, you will immediately associate it with that brand.

In addition to its strong visual identity, the message spread was always the same: happiness.

This is evident in advertising campaigns with the phrase “open happiness.”

All that discourse of a better world, extremely consistent and emotional, conquers a community of fans all over the planet.

To complement, the brand is also related to social causes, mainly on dates like Christmas (who does not remember seeing the Coca-Cola truck during that time?) And in world sporting events such as the Olympics.

Red bull

Red bull

Red Bull is a classic case of successful branding.

It has been many years with the same discourse (26, to be more exact) and that is very clear in the mind of the consumer.

His longstanding relationship with radical sports served to strengthen and illustrate the core concept of the “Red Bull gives you wings” brand.

This sells an energetic and active lifestyle, in which anything is possible.

To keep up with trends, Red Bull is today a great content producer.

In this way, the relationship between sensations and adventures is present in all the brand’s communication on TV, social networks and also as a sponsor of sporting events.

Start capturing leads with Klickpages today


In the whole marketing strategy, reaching the public is not enough, if you cannot lead them to make them your customer.

That hardly happens fast.

Branding depends on medium to long-term actions.

The task of conversing with your audience, of being noticed and awakening their interest in what you offer, is not easy at all.

Fortunately, in the digital environment that challenge faces more and better possibilities.

If you still don’t know how to use your site or blog to capture leads, you are missing a great opportunity.

While you talk with your consumer, through articles, or even, when presenting offers, do not miss the chance to obtain their contact information to promote communications that are better directed to their interests.

It can be an invitation to subscribe to a newsletter, receive news by email, download an eBook or enroll in a free course.

Whatever the action, striving for a landing page increases the chances of confirming the desired conversions.

For that you have Klickpages.

It is a platform specialized in creating landing pages that increase the opportunities for your visitor to become a lead.

Observe the three basic steps to create your page, using Klickpages:

  1. Choose your model: know the high conversion alternatives proven by tests.
  2. Customize the page: edit the texts, colors and images, as well as hide the elements that are not useful.
  3. Publish: finally, you only need to publish your own domain, without additional hosting costs.


What is Branding - conclusion

In this article you saw that the perception of consumers about the brand is one of the most relevant aspects of a company.

Facing competitors is not easy, but with a strong brand, you unblock the process.

It is necessary to dedicate yourself to branding and smart management of your brand.

Now that you have enough information to build a perfect strategy.

Do not forget to include in your marketing plan, actions to ensure that the customer enters and is driven through the sales funnel, until they convert and stay with you.

Count on Klickpages to keep you in the mind and heart of your audience.

See you here very soon. I wait for you!