What’s the brand?

What’s the brand? It’s a question to which there are a thousand answers. The reason for this is that the term brand is created in the psychology of the consumer, not in the objective, tangible world.

A brand can be anything. A brand is not a logo, corporate identity, advertisement, or marketing. It is trust, belonging, passion, security, a set of unique values.

Brand – basic elements

Da bi približili ovaj pojam, uputićemo na njegove elemente. Vizuelni elemeneti brenda su: logo, boje, tipografija, fotografija, video materijal, web dizajn i slogan. Ostali sastavni elementi brenda su:

• Brand identity – it is a visual and verbal manifestation of the corporate, product, service brand of an environment and individual as a brand
• Brand Value is all the efforts that an organization has put into building a brand
• Brand recognition – accumulated positive feelings about the brand in the minds of consumers
• Brand awareness – a way of forming information about the existence of a brand

From this we can see that a brand is a name, an image, a concept, a way of expressing oneself, a brand is the overall communication that is created with a product.

Standing out from the competition

A brand evokes expectations in customers when they decide to buy or use a particular product or service. Therefore, a brand means a promise. A promise of quality, speed, or price of a service or product. This means that the brand is associated with feelings that it wants to move, revive and ultimately keep, because that is how it becomes recognizable, that is, authentic. And to be authentic is to be the first. The goal of every brand is to stand out from the competition, and to say, show and prove why it is special. authentic.

Today, the most important function of marketing is brand building, many marketing experts would say the only one. Alone Design a logoWithout good marketing, the quality of goods and services cannot create a brand. A brand is created by building strong connections and relationships with potential customers, and perhaps most importantly by implementing new ideas. Thus, the relationship between the brand and the consumer is characterized more as a partnership and less as a classic law of supply and demand.

Brand value

A brand is built over years, and over time it has become the greatest value that a product or service can have. The value of a brand can exceed, if it is successful, the real value of the infrastructure of the facilities, its equipment with machines and technology (computers, vehicles, robots, software…), the costs related to the payment of salaries to employees. The true value of a brand is obtained when we add to its real (material) value the values that give it all those emotions, associations, experiences and information for which someone is willing to set aside a certain amount of money in order to come into its possession. A brand is an image we have of a product, service, or individual.

Laws of the brand

The branding process does not take place in the market, but primarily in the minds of customers or consumers. In order to bring you closer to the application of the brand in modern business, we will present you the basic laws of the brand:

1. Brand Expansion – The strength of a brand is inversely proportional to its scope. Trying to give a name (brand) to everything that a company or individual does, causes the brand to lose its strength.
2. Brand Focus – Strength is obtained by narrowing the focus. Today, many leading brands sell a large assortment of goods, but only a narrow focus at the beginning has allowed them to become who they are.
3. Brand Publicity – Publicity is achieved through good PR, not advertising. Only with the power of publicity, and the confirmation of authority in this area, will the new name (brand) be remembered in the minds of customers.
4. Brand Advertising – Once established, it is sustained by advertising. In order to preserve a place in the oversaturated consciousness of customers, the only solution is advertising.
5. Association – A brand must evoke an association in the minds of the consumer. The feeling of a brand is something that can only be associated with the words: quality, luxury, speed, comfort…
6. Brand credibility – A brand’s success is a result of its authenticity. O Riginality usually means that you are among the first to take that position in the market. To be the first also means to be authentic.
7. Product quality – Quality is an important, but not the only factor. What is decisive in the success of a brand is not its objectively measured quality, but primarily the consumer’s perception of its quality.
8. Determining the brand name – In principle, a brand is nothing more than a NAME. The name should be short, simple, unique, sonorous, and easy to pronounce.
9. Brand Expansion – Expanding brand awareness should be gradual and carefully planned with an appropriate strategy.
10. The Importance of Logos in Brand Formation – The most important function of a logo is to clearly convey your brand name.
11. The importance of color in the formation of a brand – A brand should use a color opposite to the color of the competition. One of the ways to differentiate a brand from others is by using distinctive colors.
12. Internationalization of the brand – There are no boundaries of a global brand. Two simple principles of success are: being the first in something and fitting the product into the existing perception of the brand
13. Brand Consistency – It doesn’t build overnight. The law of permanence states that the built position in the consumer’s consciousness should be maintained at all costs.

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