BRANDING
GUIDE FOR GRAPHIC DESIGNERS
Johana Sosa y Alejandra Vargas
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GUIDE FOR GRAPHIC DESIGNERS 3
Content
Introduction •Cause Branding ______________________________________________ •Co-Branding ______________________________________________ •Corporate Branding ______________________________________________ •Culture Branding ______________________________________________ •Electronic Branding ______________________________________________ •Employer Branding ______________________________________________ •Emotional Branding ______________________________________________ •Etical Branding ______________________________________________ •Sensorial Branding ______________________________________________ •Social Branding ______________________________________________ •S´pirit Branding ______________________________________________
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Abstract Modern day marketing has greatly evolved. Companies now use consumer driven approaches to further their abilities to satisfy the countless emerging needs and wants of the modern consumer. Amongst these consumer driven approaches, branding has emerged as one of the crucial activities required in the building of a loyal customer base and the creation of an effective brand image. The main aim of this research paper is to ascertain the different types of branding, and informing graphic designers on the construction of these types of branding. Currently the graphic designer must know the tools that branding has. The success of building a brand is to explore the different ways of positioning in the branding. Brand marketing is the method and the means by which you propel your business into the public consciousness. While the world of business has changed by leaps and bounds, the basic principles of brand marketing have remained the same. Exploring brand marketing concepts is a great way to fine-tune the business model and business practices. A strong brand is invaluable as the battle for customers intensifies day by day. It’s important to spend time investing in researching, defining, and building the brand. After the entire brand is the source of a promise to the consumer.
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Attempting to attract customers by associating the company with a cause or purpose that potential customers would find beneficial to their personal goals or in line with their values. This might be a percentage contribution of company sales to charitable organizations or donations to nature and wildlife preservation councils.
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Making the promise of quality products, service, and delivery to customers. The intent is to attract new customers and create loyalty in past customers. Corporate branding is nothing new; it’s been around as long as competition between businesses has existed.
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Making the promise of quality products, service, and delivery to customers. The intent is to attract new customers and create loyalty in past customers. Corporate branding is nothing new; it’s been around as long as competition between businesses has existed
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Another method of branding, branding to employees may be something new to consider in waging war against sagging morale and high employee turnover. Culture branding is making promises to employees concerning their working environment and relationship to their leaders and managers. In this case, “promises� are different from guarantees and opportunities in that they are offered free of encumbrances other than taking advantage of them through either purchase and useor employment agreement.
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Effective branding activates demand. To achieve effective branding, companies need to connect well with their audience. Digital branding demands special creative expertise in web / interactive media and technology.
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Focusing on employees to understand the vision, mission, goals, products, and services of the company. It is designed to educate employees in order for them to uphold the corporate brand to their customers. (While employer branding may be required and essential to a competitive business, it neither aligns an employee’s goals and values with a company’s, nor does it apparently help in retaining employees as indicated by the continuing efforts to reduce turnover.) Cause Branding – Attempting to attract customers by associating the company with a cause or purpose that potential customers would find beneficial to their personal goals or in line with their values. This might be a percentage contribution of company sales to charitable organizations or donations to nature and wildlife preservation councils.
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A branding philosophy and best practice standard created by Marc GobĂŠ in 1999 to help brands connect with people on an emotional leve, that is limitless because it is based on a universal principle: people’s emotions ďŹ rst, medium second
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Making the promise of quality products, service, and delivery to customers. The intent is to attract new customers and create loyalty in past customers. Corporate branding is nothing new; it’s been around as long as competition between businesses has existed.
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Sensorial branding (and sensorial marketing) fills the gap left by traditional marketing theories when it comes to answering today’s consumer mindset. This new kind of thinking finds its origins in the ‘90s, with the shift from the rational mindset that formerly prevailed in the consumer’s decision-makingprocess to the emotional and hedonist quest that now drives their desires and consumption acts.
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The Social Branding is a process based on social interactions in which you create or build a brand in order to create connections and conversations among key stakeholders, consumers, customers, fans, etc ... Currently the Social Branding is often associated with the strategies and actions that develop brands through the media and social networking sites, but these processes can also be applied in the traditional channels.
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Hit the consumer market big time by selling soft drinks with the slogan of I’d like to teach the world to sing . . . . It’s that “get a good feeling” from using our product approach. The world looks brighter and things just go better when you start your morning off with our product.
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