Branding strategy and implementation.
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Thoughts and advice on branding.
Branding strategy are many contents that introduce successful cases of branding, but it is not easy to refer to them and apply them according to my case.
What is branding? Why should we do that? Where should I start and how should I proceed?
What do we need for a successful branding?
Various questions and answers about branding that the branding director, who has implemented differentiated branding strategies through Naver, 29CM, and StyleShare, had while working.
Branding director.
He gained an eye and experience in branding and later joined 29CM as a branding director to oversee various company marketing activities and branding of 29CM.
It is a differentiated and memorable brand for the public, and in the same industry, it is a place that is strong and good at branding, steadily increasing the brand’s image and favorability and growing into a differentiated brand as it is now.
Since then, he has been a director of StyleShare branding and is currently focusing on branding of eyewear commerce brand rounds.
I am convinced that branding is not just an area of marketing, but an activity at all points of contact between brands and customers, and I am planning differentiated branding activities, ranging from various promotions to brand identity establishment and customer justice, brand campaign planning, and to include its experiences and thoughts in this book.
Inside Branding strategy
When the brand you are in charge of is known to people in a differentiated way and loved, you feel joy and reward.
In the end, my thoughts on what branding should create and what goals it should aim for are clear.
It’s not about making a hundred people, but about making one fan crazy about the brand.
Isn’t it better for 100 people to know?
I don’t think so. The influence of only one person who likes the brand enthusiastically and always uses the brand product.
Promotes it to others is much stronger than the 100 people who have heard it when asked about the brand’s name.
“Branding and branding strategy”.
In the end, my thoughts on what branding should create and what goals it should aim for are clear.
It’s not about making a hundred people, but about making one fan crazy about the brand. Isn’t it better for 100 people to know? I don’t think so.
The influence of only one person who likes the brand enthusiastically and always uses the brand product and promotes it to others is much stronger than the 100 people who have heard it when asked about the brand’s name.
“Question for Branding”.
When defining a brand’s identity, it is of paramount importance to understand the brand’s birth process.
If you look at how the brand started and how it started, you can even see the early appearance and mindset of the brand. In other words, you get to know the secret of birth.
“The Establishment of Brand Identity.
There is another part that people easily misunderstand, and the idea is that establishing brand identity is creating something completely new.
Brand identity is not a process of ignoring all existing things and creating new things. Rather, it can be the opposite.
Based on what the brand has accumulated so far, it is to find the value of the brand only and establish how or experience it will be delivered to users.
In the end, it can be said to be the definition of the brand’s ‘down’ appearance.
“D-Reference”.
Thinking about the strengths of the brand I belong to and thinking about how to make it sharper, that’s what branding needs.
It’s okay if the strengths don’t come up right away.
If you look for it, there will definitely be something a little better than others. Let’s think about how to reinforce it.
What if you can’t find a strong point? If so, you should make something and raise it.
“Focusing on People’s Hearts”.
First, I thought about the role of app push messages. Is it an advertisement for those who agreed to receive marketing? Then, does their cell phone screen act as a billboards?
But my thoughts were different. I thought that the app push message was not just for advertising, but for the brand to communicate with customers.
I thought it would actually be possible to have emotional communication with customers.
Of course, we can’t hear the customer’s voice directly, but if we can convey our feelings to the customer and receive the customer’s message about it somehow, it seemed possible to communicate in both directions.
The idea that began with how to improve app push messages has expanded toward creating one small communication service.
“Habit that you need to plan a good brand.”
No matter what project you are working on, there is no connection to the service.
Therefore, even if you plan a project, it is important to experience the brand’s service through it. If there is no connection with the service, the project is a half-way project.
In order to recognize our brand and service through branding, we must keep in mind the connection with the service.
Branding strategy is not part of marketing.
If a brand is a sign that represents others and a symbol that distinguishes itself from others.
Branding refers to the progressive process of creating a brand.
- Such as a name and symbol with an “ing” attached to it.
- When the author, who is the branding director, meets with the representatives of various companies.
- Listens to their concerns about branding, each person needs branding for various reasons.
Although people are highly aware of the product, it is difficult to make decisions when carrying out the branding strategy project.
Because they do not remember the brand of the company that made the product, or because they do not have concerns about the direction or brand quality the brand pursues.
- For reasons such as wanting to be reborn as a brand loved by people by increasing the brand value.
- Then, what is the role of branding? Most in the market think branding is part of marketing, but the author says that branding takes place at various points of contact where consumers directly or indirectly experience the brand beyond the area of marketing.
- Therefore, anyone in charge of branding in a company should look back at the contacts customers meet with the brand and think about how to redesign and show them if not.
It is much more important to find answers to these concerns than to run a brand social media account and replace logo designs in the name of rebranding.
Brand mission and core experience.
– Criteria for all branding activities
The start of branding is to first establish who I am, that is, “brand identity,” which refers to the value that only the brand can give, and “core experiences” that must be delivered to customers through it.
This is because it serves as a reference point when conducting various branding activities such as campaigns and events.
In order to derive a branding strategy mission, I advise you to ask the following questions.