What is branding?

Branding is communicating your brand name or logo with the goal of increasing your (brand) awareness — also known as brand building. It’s a form of marketing not primarily intended to prompt your audience to take action, but rather to build brand value that supports other marketing activities. In other words: building your brand. But how do you do that? Below are several tips to help you with your branding and brand building. Useful, right?

1. Start your branding with a wide reach

In brand-building campaigns, the focus is often on generating a large reach. The more people you reach who develop a consistent impression of your brand, the more convincing you become. The goal of branding is therefore to reach as many people as possible. So give your brand-building campaign a big stage and invest in visibility — for example, by running your campaign through outdoor advertising.

2. Brand activation

Branding is about expressing your brand values and giving them meaning. This can be done in many ways — through your buildings, employees, fans, or social media. But also through opportunities that make your brand almost tangible. Going offline is crucial in branding. Why? Because with brand activation, you make the image people have of your brand physically tangible. For this, a Trotter is the perfect product. Use Trotters, for example, as an outdoor exhibition about your brand — in other words: storytelling.

3. Storytelling as part of your branding

Storytelling is the most natural way of communicating — not least because telling a story connects people. But above all, storytelling is the way to build an image, or in other words: to build a brand. How so? With a story, everyone is free to interpret it in their own way. This makes it personal, which strengthens the shared perception of your brand. People also tend to pass stories on more quickly, which means you not only create brand ambassadors, but you also build authentic relationships.
Storytelling was one of the outdoor advertising trends of 2020.

4. Maintaining authentic relationships

The most important aspect of brand building is perhaps maintaining authentic relationships rather than focusing purely on sales. By applying your branding strategy thoughtfully, you optimise the branding of your company. The power of repetition is especially important here. So don’t focus solely on offline channels — also use your online channels, ensuring they convey the same brand values and the same character.
Branding is the result of the overall experience of your company. So make sure the “brand” you communicate truly aligns with the product or service you deliver. Clear consistency strengthens your image!

Get started with branding!

Branding drives long-term growth — as shown by recent research. So be sure to include brand building in your long-term objectives. How can we help? We can primarily advise you on the offline brand activation aspect. For example, we assist with storytelling, outdoor advertising, and the visual design that goes with it.
Get in touch with one of our specialists to discuss the possibilities.

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