“Branding adds spirit and a soul to what would otherwise be a robotic, automated, generic price-value proposition. If branding is ultimately about the creation of human meaning, it follows logically that it is the humans who must ultimately provide it.”

The above quote by David Aaker shows the importance of adequate branding and relenting creativity while developing strategies, business plans, rendering solutions and attracting audiences. The branding process enhances the creative inclination of digital marketing and traditional advertising methodologies. With the marketing and sales processes, the branding facet holds power to make a marketed product successful in the international market. The different attributes of brand development focus on rendering a unique design that conveys the corporate’s messages through its campaigning.

As per a report conducted by DesignRush, nearly 38% of website users stop interacting with the brand’s online content if they don’t find it visually appealing.

The statistics mentioned above portrays the dominance of creating a visually attractive and result-driven brand identity for converting leads and generating online traffic. Those aspiring marketers who want to delve further into the world of visually impactful branding need to enrol for adequate courses. The marketing management online course provides a credible teaching layout for understanding its core components. Given the variety of E-learning options available to learners today, the MICA online courses in brand and sales make professionals capable of applying correct branding elements for giving it a unique identity.

Also Read: Why pick a career in marketing communication & advertising?

What is  Brand Identity?

The brand identity increases the visual and aesthetic appeal of a particular product, good and service offered by corporations. Visual identity is a quintessential element that helps make a brand recognisable and gives it a platform to express itself over different mediums. Brand identity models its topography and gives it a much-needed expression in popular culture.

A specialisation in brand and marketing communication from MICA programs can help those interested in these fields grasp its concepts, principles, and critical elements. The marketing management online course, through a credible resource, can expose learners to its attributes and the knowledge for combining them with marketing and sales processes. The brand identity is the torchbearer of conversions and sales since it sets the tone for visual graphics and amps up engagement with users.

Brand identity helps customers give a bigger picture of the products, goods and services offered by organisations.

Also Read: Understanding The A-Z of Sales And Marketing

Here are the critical elements that govern thriving brand identities:–

• Developing a Watermark or Brand Logo

A brand without a logo is tea without tea leaves. The main ingredient for a savouring brand is its logo or watermark. The logo provides a graphical representation of the company’s name, and it is represented on each of its products, goods and services. The composition of a brand logo name is such that it utilises a distinct type of topography treatment.

A Brand logo is the main feature that gives uniqueness and attracts audiences. A logo, therefore, must be eye-catching, clear, concise and must be written in an easily readable format to tap the user’s minds subconsciously. However, while developing a wordmark impetus should be laid on creating one that has consistent font across all mediums.

• An Attractive Colour Scheme

An attractive and appealing colour palette is another vital aspect of developing a successful brand identity. Brand and marketing managers need to enhance their brand’s persona using the colour schemes they deploy. Knowing and understanding colour psychology can help decide the colour patterns for logos, visuals, and consistent messaging. For instance, the colour blue represents calm and red represents energy and movement.

Also Read: 7 Lucrative Careers in Marketing and Branding

Colour mixing is quite popular while canvassing brand identities. A mixture of blue and white gives off a feeling of tranquillity and peace; a dark shade of blue represents trust and loyalty and can be utilised appropriately for segmenting customers. Brands combine a set of primary colours and secondary ones that are in consistency with their logos and other elements.

• Brand Personality

Brand managers need to augur their brands with a humane touch and personality. Giving their brand a unique name, logo, watermark, and a colour palette is great but adding an element that spikes up human’s emotions and values. Adding a personality to a brand can spice up a product’s advertising and campaigning processes.

In order to give linear messages to customers and earn their trust, it’s vital to develop a brand personality that leads to better engagement and interaction with their targeted customers. Successful brand personality is formed by establishing the sort of “person” a particular brand should be and the emotions it sends off to its users.

• Photography and Imagery

Brand photography and imagery are the driving elements behind garnering an excellent and loyal customer base. Brand photography refers to the suite of images that its business or retail chain represents and is a vital facet of enhancing visual identity. Graphics are also an essential part of a brand’s identity and helps in giving it a memorable voice across platforms.

Also Read: Your Ultimate Guide to Career in Marketing

Brand imagery on the other hand, plays a supporting role in deciding the colors, logos, messages, taglines and other descriptive attributes. Both brand photography and imagery must reflect the business’s places, services they offer, achievements, and credentials. Brand photography makes the brand more relevant, helps in optimising the first impression and fosters engagement with target users.

• A Clear Brand Purpose and Positioning

The brand identity should relate to its purpose and must be positioned accordingly. Clear definitions regarding what the brand is about, to whom it caters, its main stakeholders, and other demarcations are set up through brand purpose and positioning. The brand purpose is the sole element that influences the logo, watermark, colour palette, photography and brand imagery.

Brand positioning sets off a process of actions for meeting objectives and designing products.

Conclusion

As seen from the elements described above, there are certain intacices to developing and designing brands. Application of the attributes mentioned above can help in enhancing the brand identity and can lead to more conversions. The marketing management online course enables young marketers to develop a solid foundation for their careers. Moreover, equipped with the learnings from  MICA online courses in brand and sales, professionals can figure out the nature and scope of sales promotion in marketing.

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