The Basic Elements of Branding
Bring unity to the entire perspective
Adjusting and refining your branding efforts is pretty much like solving a jigsaw puzzle — you will
not see the end result until all the pieces have been added to a unifying whole. This is when you
get the big picture and all your efforts will finally pay off. But until then, it’s a game of
concentration and plenty of trial-and-error.
Indeed, putting your branding efforts together requires a thorough observation of all the puzzles
and little details that should be assembled in a comprehensive pattern. This allows you to
reassess and evaluate your branding efforts and stay on the lookout for potential areas of
improvement.
But what are the basic elements of branding that should be included in our puzzle? Focusing on
the wrong areas means that you might lose focus and invest your energy in something that will
not fit into the bigger picture. This will only lead to the creation of more puzzle pieces and
ultimately weaken your overall branding strategy. So let’s explore the elements of branding and
their definition so that you can bring unity to the entire perspective.
Made with Xara Cloud | Last updated 04 December 2020
Made with Xara Cloud | Last updated 04 December 2020
Branding Elements: 4 Pieces of the Puzzle
Normal text: Taglines in general are short texts aimed at clarifying a thought or creating a
dramatic effect. They can be associated with an individual, social group, or product. In marketing
and advertising, taglines are catchphrases or a small group of words that should help customers
identify a product or company.
Brand taglines complement the overall branding strategy. Along with the brand name, the
tagline is an audible impression of a brand. However, its goal is to be easy to understand and
remember in order to make a brand stick. As in, if customers do not remember the brand name,
they might remember the tagline from an advertisement.
1.Vision
You know how they say that “it all starts with a vision.” This is probably the most important
element of your brand because it puts the need of the consumers at the heart of the business. To
this end, you have to think about the following:
•
What drives your business forward?
•
What sets you apart from the competition?
•
What aspects of your offering add value to consumers?
Answering these questions will help you get a grip of your vision so that you will be able to
communicate it effectively moving forward. And once you do, always remember to put the needs
of the consumers first. After all, generating profit is just a consequence of the value you bring to
the market and the way you improve the quality of life for others.
One example in this sense is IKEA. The brand’s goal is formulated very clearly: “Our vision is to
create a better everyday life for many people.” This statement is both laudable and plausible for
IKEA, since the furniture-maker is known for its affordable prices that could fit everyone’s lifestyle.
IKEA has stayed true to this vision since it was founded in 1943, so it could probably explain why it
remained the most successful player in its industry.