The Importance of Branding in Business

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Every company has a brand , that is, a name accompanied or not by a symbol, image or element that creates identification with its archetype , which, in turn, is related to corporate positioning . Positioning is directly linked to the company's values . Planning how to communicate this and generate identification with your persona is a branding job .

In other words, Branding is the term that summarizes the set of actions that align positioning and values. The objective of branding planning is to establish a relationship between the brand and the persona through identification.

Market research and analysis are carried out to verify whether the objective of the branding plan has been achieved. Currently within the strategic plan, branding has a personalized focus .

Marketing actions in the three phases: before, during and after whatsapp netherlands the purchase journey , seek to achieve the persona's share of heart . That is why personalized planning focused on identification through more empathetic communication is at the heart of the process.

Finding out what influenced the decision and what factor led to the purchase is one of the results of branding actions. Knowing whether the desired feeling was awakened is a sign that the planning established a connection and identified the customer's pain.

Branding

Corporate Branding
The concept of Branding is old. Working on brand concept, positioning and identification is nothing new in the world of advertising and publicity . Over time, new terminologies emerge as a way of adapting language and adding meanings in light of the diversity that emerges in the market.

Today, within a strategic planning focused on results, connected with the factors that are yielding returns, branding is guided by a more human focus. Before, during and after marketing actions!

Advertising, publicity and marketing are no longer synonymous with sales. Of course, every product and service has the ultimate goal of selling. But, beyond sales, the focus of communication is on relationships . Those who do not build relationships do not sell.

Over time, adjustments to the regulation of advertising legislation were made based on the civil liability of communication . The influence of brands on people's lives and the impact of actions on the economic, social and consumer market gained a dimension that has made companies broaden their view on this.

Human behavior in the post-digital era requires brands to step out of their comfort zone. This requires them to take risks in their branding and business plan elements .

In light of this, the difference between information and knowledge becomes very clear. Knowledge deepens concepts and broadens the worldview that information conveys . “Brands are made by people and people need to be part of the brand ,” stated Julia Alcantara at SEMAP – Personal Marketing Week, held by Efeito Orna .

Branding



Archetype
It is no secret that communication, advertising and marketing strategies are based on market research . What not everyone knows or gives due value to are studies based on factors involving sociology , anthropology, philosophy and psychology . But they are the ones that increasingly provide the basis and support for actions in the post-digital era.

Carl Jung's archetypes, for example, from analytical psychology , or in Plato's philosophical theory are concepts used in advertising to generate identification with their personas and achieve share of heart .

These archetypes, that is, these images and symbols, according to Jung's analytical psychology , are rooted in our unconscious. Advertising works to generate this identification, when traits of our personalities emerge in the face of campaigns that awaken this sense of recognition with the brand . Values ​​gain meaning . Dreams become almost real. And so brands reach personas .

Brand Archetype vs Persona Archetype
At this point, the focus is divided between the two profiles: Brand and Persona . Your company may have the archetype of the innocent, but in some action, manage to reach the persona with the archetype of the common person . Or, have in its identity the persona of the lover and manage to impact the persona of the ruler. In this case, what directs the conquest of the persona with traits different from the brand's positioning is the campaign strategy .

In other words, your brand can have an archetype and launch a product with another. What will direct this and win over the persona is the communication storyline.

Brands use archetypes that refer to the company's image and positioning in their campaigns. In narratives, storytelling and all materials, an element that refers to the brand's archetype will always be used, without losing focus on the archetype of the persona to which the campaign is directed.

In one of the SEMAP presentations , the archetypes mapped by Jung were presented, making an analogy with some brands.