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What is Brand Building?


There are infinite brands from all possible market sectors. What has occurred to one, quite possibly another had already invented before. So why do only a few come to mind? A brand is much more than an offer of products and services with a logo on its label. A brand is an idea in the minds of consumers, an association of concepts, values and philosophy. In short, a brand is an image that is projected when seeing a name, an advertisement or a product.

There are brands that project a negative image, others that launch a confusing one and others that manage to win over their audience. This is not achieved in isolation by a product or an attractive logo, but by a mix of internal and external factors. The person in charge of achieving a beneficial image is the Brand Building, a strategy in which actions are aimed at achieving a positive brand image.

Elements of brand building

To build a strong, solid and positive brand image in the minds of consumers, it is crucial that the brand building strategy follows some key steps that allow you to carry out a strategy related to your objectives.

The brand platform

The brand platform is place in which all the actions and communications of the firm are held. It is responsible for ensuring that everything you do as a brand is directed towards the image you want to convey to consumers. Therefore, it is a fundamental step in the brand building strategy. Within this document, of this plan, there are several fundamental parts.


Insight is the foundation on which any brand building strategy must be based. Insight is one of the most used words in the world of marketing and advertising. However, its definition is somewhat complex, which means that many do not fully understand what it means. An insight is the name with which the needs and shortcomings that the consumer has, both those he is aware of and those he is not.

In order to find it, it is necessary to perform a in-depth research that allows you to find the problems of your consumers and thus direct all the brand's efforts in the best way. Consider that when making a purchase, a mixture of factors occurs in the customer, such as consumer habits, personality elements or environmental patterns. You must understand each of these factors, enter the mind of your target and find what your brand needs to solve. In summary, you must unravel the hidden motivations that make people act the way they do.

To find your insight, you will have to put all your senses on alert.

  • Observe: Closely monitor your target audience's relationship with your brand. You must know when does he answer your calls and how he does it. This way, you will know what motivation is behind that behavior. Make use of Big Data and conducts interviews and surveys.
  • Listen to your audience: users leave responses on all your channels, you just have to be aware and listen to them. Read the comments on your social networks and see the public's interaction with your different posts. Check how they use your newsletters, go to industry forums and pay attention to what they say. It is important that you think that not only is the information about your brand valuable, but also that directedto to the competition. Everything that involves your sector of the market concerns you. When the public talks about your competitors, they are giving you very valuable information with which you can guide yourself.
  • Identify the conflict: A very common mistake is to think that an insight is summarized in the observation of data. You must go one step further to find your insight. You already know how your target behaves and what they need from a product or service. Now you must understand Where do your negative responses come from?, his evasions and his rejections. There is something in their principles, philosophy, environment or desires that prevents them from meeting their need.
  • Think like a client: you have a great advantage in your power: you are also a client. Every day you are on the opposite side, consuming, buying or rejecting certain calls. Many times we think of the client as an enigmatic and indecipherable being. We look at it from a distance, from the brand position. A good trick is look at him as an equal and put yourself in his position.


Within brand building, the brand territory is the answer to insight. The brand territory is the intangible place where we want our brand to be in the public's mind. It is the tangible and intangible place with which we want the public to associate us. They can be risky sports or relaxing moments. Definitely, spaces in which your brand makes sense.

To define brand territories, it is very useful to make a diagram in which you capture all products or services of the brand. After this, point out the benefits that these products provide, both tangible and intangible. For example, if you sell sports clothing, it has a tangible benefit, which is the comfort it provides to the user. However, it also makes you feel confident and sexy. Finally, relate these benefits to specific situations. Following the previous example, a situation could be healthy living or team sports.

Surely you are thinking that competing brands already occupy those territories. You're right, market sectors tend to go directed to the same territories. So how do I differentiate myself? We tell you.

Brand values

Brand values are those that they allow you to distinguish yourself. They are the perceptions that users will have about the firm and its products. There is nothing more damaging than negative brand equity. Your product may have key features, innovative technology and exquisite design. However, if your brand values are negative, you will be throwing everything away. In short, brand values are the added value to your product and it is what makes the consumer decide to trust your company or the competition.

Brand value is made up of various elements.

  • The characteristics of your products: how they meet the needs of consumers, how they adapt to their daily lives, what quality they have, the comfort they provide or their convenience of use.
  • Customer experience: You have created expectations around a product, but is it capable of achieving them? The customer experience must be in line with what you have promised them.
  • Brand image: The brand image is created by all the messages that the brand emits, from advertising to its content on social networks. In addition, the customer experience also intervenes in its preparation.
  • Identity: The identity of the brand is what allows it to have notoriety in a group of people. Nike can offer shoe models with the same characteristics as other brands, but theirs have their logo and name behind them. It has an identity, a notoriety and a prestige.
Brand image

Brand attributes

Brand values are intangible, it is an idea, a concept, a philosophy. They are part of the emotional plane and they cannot be touched. These values must be supported by brand attributes. Both concepts They must be consistent. Think about when a person seems attractive to you. His physique should be in line with your tastes, but so should his personality. The attributes represent the physique and the values represent the personality.

exist three different types of brand attributes:

  • Basic attributes: They are the general characteristics that all companies in the sector to which you belong share. Netflix, HBO, Disney Plus and Amazon Prime Video share the basic attribute of entertainment.
  • Valued attributes: They are those that make your brand have added value, although they are still not exclusive to the brand itself. For example, HBO offers streaming content, allowing its subscribers to watch the series and movies they offer without having to download them to their devices. However, it is not the only platform that offers this service. Within the entertainment sector, it is a characteristic that stands out and that consumers appreciate, but it is not exclusive.
  • Differentiating attributes: It is the characteristic that allows you to get rid of the competition and differentiate yourself. Continuing with the previous example, each of the platforms we were talking about has a differentiating attribute. For example, Netflix stands out for having several rates and HBO for its large catalog of series.

Brand positioning

Brand positioning It is the place that a signature occupies in our head and that helps the company differentiate itself from the competition. Brand positioning includes a series of elements:

  • Attribute: There is one key characteristic of your company that makes it stand out. It may be the years of experience in that market sector, the territorial expansion in several European countries or the number of employees.
  • Benefit: The products or services you offer provide a series of advantages to users.
  • Price quality: The price is in line with the benefits of the product or services. Some companies win the hearts of society with their high prices, such as luxury brands, which offer products at exorbitant prices considering their benefits.
  • Competence: Taking into account the assigned attributes and the benefits of the products or services, you will have to look for something that differentiates you from the competition, which surely has similar characteristics.
  • Use: Looking at certain contexts, your product or service is the best and the one that provides the most benefits.
  • Category: Your product belongs to a specific category and people, when they think of that product category, should think of your brand.

Brand identity

Well, you have already defined what you want consumers to think about your brand, the needs they have, the emotions you are going to reflect and the contexts in which your brand will have a prominent place. To complete the brand building strategy, these intangible elements must be completed with a set of tangible characteristics included in the brand identity. The brand identity must reinforce the points established in the strategic brand platform. Both parts must go hand in hand and have coherence.

Brand identity is made up of 3 subgroups: visual identity, verbal identity and sound and olfactory identity.

Visual identity

The visual identity is what allows the brand to have a own style and that it is easily recognized in each of the messages and actions it emits.

  • The logotype: It is one of the most important elements of visual identity. The logo should not only be visually pleasing, but reflect the identity of the brand. All the parts that make it up must respond to the focus of the firm, whether the typography, the colors or the symbol.
  • Brand colors: Each color transmits an impression on the public, influencing cultural and psychological factors. For example, blue is a very common corporate color in the business world. As for purple, it reflects creativity and alludes to feelings. When choosing your brand color, be careful not to overuse it.
  • Typography: As with colors, each typographic style encourages a type of feeling and emotion in the audience. It must be in line with the company's ideals and reflect the brand's personality.
  • Visual style: Images, icons and graphics must follow a common pattern that makes them easily recognizable by the public and through them they can identify the brand.

Verbal identity

Each brand communicates in a certain way, which is marked on the tone of voice manual, a crucial part of brand building. This document includes the use that the company will make of grammar and lexicon in each of your messages, whether via email or on social networks. It is important that all members who are part of the firm know the tone of voice manual and apply it in each of their areas of work. In this way, coherence is achieved.

In addition to the tone of voice manual, verbal identity also includes the process of creating the firm name. When working on the naming process, it is essential to understand that it is not only a creative work, but that certain strategies must also be taken into account and guarantee that it is valid both in the area in which you operate and in the international level.

Sound/olfactory identity

Both aspects become important when the company's development involves the interaction of sound and smell. For example, each clothing brand has a characteristic smell, which makes its customers prepare to purchase when entering the store, immersing them in an action that they have already performed previously and inviting them to reproduce it.

As you have seen, brand building is the process that makes a brand become a physical and mental universe in which its products and services take on a special meaning. The intangible plane is the one that is responsible for laying the foundation, which must be solid and sustainable over time. For their part, the tangible elements are those that add value and meaning, formalizing everything expressed above.



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