8 Benefits of Branding: Purposes and Branding Strategies

The term brand itself was first used by the British in the 19th century to mark livestock and slaves by imprinting hot iron on their bodies.

At that time, they called the word burn. Then the word brand began to be popularly used by Germans with the same meaning: marking something using a hot iron stamp, Brennen.

The brand itself is currently interpreted as a self-identity that differentiates between people, products, and places.

While branding is a communication activity, strengthening and maintaining a brand provides a perspective to others who see it.

Branding Definition and Meaning

According to Kotler (2009), branding is a name, term, sign, symbol, design, or combination intended to identify goods or services or groups of sellers by differentiating them from competitors’ goods or services.

Meanwhile, according to Landa (2006), the meaning is not just a brand or trade name of a product, service, or company.

But everything related to the visible things of a brand, starting from the trade name, logo, visual characteristics, image, credibility, character, impressions, perceptions, and assumptions in the minds of the company’s consumers.

Gradually the definition of branding has developed until now. It is a collection of communication activities carried out by the company in building and raising a brand.

For companies, this is not just your brand or product that is known but also the image of the company as a whole or how people feel that your company is the best.

Branding Benefits

Many benefits will be obtained if branding is done correctly and quickly. Especially in today’s era, people can choose which are good and which are not.

Thus increases competition among business people, their products get a place in people’s hearts. Especially in the current era of advances in information and communication technology:

1. Gives Its Own Attractiveness

The correct branding by displaying a good image and impression. It can make consumers interested in buying it.

2. Distinguish Between One Product With Another

As explained above. The uniqueness owned can be a differentiator between one product and another.

3. Get Customer Loyalty

The next benefit is that it can increase customer loyalty. So that he will not switch anywhere and production capacity will remain stable.

4. Get High Selling Prices

The more in demand a product opens up opportunities for companies to increase selling prices. Of course, this is okay because it is already trusted by the community.

5. Opportunity to Perform Product Differentiation

Opening opportunities to make different products with the same brand. Without spending a lot of money on promotion.

Branding Purposes

In addition to forming a good impression in society. There are several other branding goals that you should know about. Are as follows:

1. Controlling the Market

The first goal is to control the market. Trying to find ways to stick in people’s minds. So that it can beat its competitors. At the same time as a calculation of how the decision will be taken for the next step.

2. As a differentiator

The second is as a differentiator. If a symbol, the color, and the image displayed are unique and have distinctive characteristics. Then it will be easy for people to distinguish one product from another. Also, minimize the possibility of piracy.

3. Forming an Image

Successful branding can form an image, guarantee quality and prestige, and give people confidence in a product. This can be achieved if experience and information are delivered during the first introduction.

4. As a means of promotion

Lastly, as a means of promotion or increasing consumer appeal. By displaying a distinctive logo. As well as socializing or visiting various places. Such as schools, markets, events, or doing good advertisements in magazines, newspapers, television, or others.

Branding Components

Many benefits will be obtained if branding is done correctly and quickly. Especially in today’s era, people can choose which are good and which are not.

Thus increasing competition among business people so that their products get a place in the people’s hearts. Especially in the current era of advances in information and communication technology:

1. Brand name

The name is the first thing that must be fulfilled if we are going to do branding. Without a word, the product will not have an identity that will make it easier for the public to recognize.

2. Logo (type logo, monogram, flag)

In making a logo, pay attention to the uniqueness factor and the image that matches the brand. A unique logo will leave an unforgettable impression on consumers.

3. Visual display

This visual appearance can be applied to product design, packaging design, uniform design, etc. A visual display with bright or elegant colors will add an image to a product.

4. Use of a spokesperson

The spokesperson, in this case, could be a co-founder of the company, mascot, company figure, or a well-known person who has been invited to work together to improve product marketing.

5. Voice (thematic song)

The presence of a piece will complement the elements of visualization and make it more beautiful and memorable.

6. Words (slogans, taglines, jingles, acronyms)

Clever sayings always leave a deep impression. When creating a brand, use words with cheerful elements that are easy to remember and different from other brands.

Branding Strategies

Doing branding is more challenging than imagined. It takes quite a long time. So a fast strategy is needed to succeed. Here’s how branding you can do:

1. Create Ads

For large companies, placing advertisements is easy because of the many costs they have. But for small companies or SMEs, branding using a website is the right choice. In addition to saving costs, it can also reach a broader market.

Or you can also through social media. Be it Instagram, Facebook, or WhatsApp. But of course, it takes high creativity and special tricks to be ogled by consumers.

2. Holding Events

The following branding strategy for beginners is holding events. Whether it’s a bazaar or an exhibition. But it must be adjusted to the business that is being run.

For example, if you do business in the food sector, then take part in culinary festivals at both regional and national levels. Choose a strategic stand and decorate it as attractive as possible.

3. Provide added value to a product

Most importantly, provide added value to the product you are selling. Don’t just contain promotional or advertising content. But it is also important to include educational content.

In this way, the relationship between you and consumers is getting stronger. And in the end, they have high loyalty towards you.

4. Individual Branding Strategy

Namely giving a different name to one product brand. For example, you can follow the example of the wings that produce So Klin and Data.

By looking at the potential and what the market needs. Another example is Unilever which launched Surf and Rinso. Each has its advantages and many others.

5. Family Branding

Namely the use of the same name on different products. But still adjusted to the type.

For example, Suzuki has many motorbike variants, such as Suzuki Sky Wive, Suzuki Smash, Suzuki Thunder, Suzuki Spin, and others. Another example is Gery, who is still in the same group as Garuda Food.

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