In this article, we will take a closer look at "what is branding" and why it is worth investing in it.
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Brand - translating from… well, English, means a brand! Jokes aside, it is understood as a certain type of design, term, name, symbol or other feature that distinguishes the goods or service of a given seller from the goods or services of other sellers. A brand is a specific image in the eyes of its recipients.
Branding - it is already a technique that defines a set of activities thanks to which we are able to create a coherent brand. A brand takes the form of a product, service, organization, person or symbol and reaches the awareness of its recipients, e.g. customers or contractors. The process is also understood as any activities aimed at arousing positive, well-remembered associations of a given brand among recipients of their products or services, and easier identification of the brand against the competition.
To illustrate the meaning of branding more clearly, let’s use an example. Water as a product is not very different in itself. How is it that we are able to pay more for one type of water than for the other, though its basic value (quenches thirst, necessary for survival) is unchanged?
This is where branding comes in handy. By creating a unique brand image, we are able to distinguish a given product from the competition. There are various water producers on the international market, eg Żywiec, Perrier, Evian or Fiji, and each of them has a different meaning in the eyes of customers. Enterprises create brands with a view to finding the right position for their product on the market, and with their message, they influence a different group of customers.
Here's how brands communicate the unique characteristics of their products:
The overriding goal of the branding process is to create a specific brand image, and then its consolidation and promotion among its recipients. Having a consistent brand should bring tangible benefits for the company, e.g. higher sales, recognition, lower costs of acquiring a client, and as a result - greater profit.
When starting the process of creating a brand, its basic elements should be defined - brand strategy and its expression.
When developing a brand strategy, we should answer the following questions:
Brand expression is an element that determines how we should be perceived in the eyes of customers. To define the expression of our brand, we should answer the following questions:
Companies most often decide to create a strong brand because they know that thanks to a professional, consistent image, their brand becomes known and more prestigious, and thanks to which it will be remembered for a long time by both its clients, employees and contractors.
Customers are more likely to buy from brands with a professional, strong image that they can trust and know the quality of the services they offer.
Brands with consistent visuals are perceived on the market as more professional and more stable. They are perceived by investors as more valuable thanks to their well-established position on the market.
If a company has a strong brand built, its employees feel proud and identify more with the company they work for. This means lower employee turnover and greater commitment to work for such a company. Customers begin to identify with the brand, appreciating values other than those resulting from the basic value of the offered product or service.
Thanks to professional branding, brands build trust among potential customers and contractors much faster. People are more willing to work with brands that have a well-thought-out, professional image relevant to the industry.
Well-prepared branding is a signpost for all subsequent marketing activities. Thanks to a clearly defined image, we can be sure that the marketing messages we have prepared are consistent and reach the right audience. Campaigns and ads carried out in this way achieve much better conversion rates, and thus generate savings on advertising expenses.
Strong brands stand out from the competition, achieving a constant competitive advantage.
If we have a well-constructed brand image, we can stand out from the competition and achieve the intended goals faster. Other extremely important business-related factors, such as the quality of service, methods of communication, quality of our products or services, market characteristics, etc., also have a significant impact on the perception of the brand. All these elements should be taken care of in order for branding to bring the expected results.
It is worth remembering that branding is a long process that requires first planning and then consistent action aimed at achieving image consistency in order to obtain the desired brand reception by its customers.
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Positioning of websites is one of the elements of broadly understood internet marketing. Defined as a process the consistent implementation of which leads to the highest possible position in organic search results. These results are displayed in search engines such as Google, Yahoo! or BING, for words entered by users or a sequence of words, the so-called key phrases. (keywords)
E-commerce users who want to use a product or service on the Internet most often go for the services of the American giant - Google LLC. This search engine is the most popular in the world, in Poland alone, its services are used by approximately 97.59% of Internet users. Positioning activities mostly lead to building a strong position in the search results of this search engine.
High positions in organic search results, the so-called SERP (SERP Search Engine Results Page) allow companies to acquire new customers, build brand awareness in the long term, or raise prestige.
Positioning brings the best results when strictly positioning works are implemented together with graphic, programming, copywriting works and in relation to a previously developed marketing strategy. Building a consistent image on the Internet often allows companies to significantly increase their turnover and consolidate their position in the eyes of customers. Consumers more and more often use the Internet to search for products or services.
By carrying out the process of website positioning, we strive to ensure that it is in the highest positions in the search results, for as many keywords as possible, which are closely related to our brand, its products or services. Thanks to this, we can achieve the sales or image goals set by us, generating the expected traffic and conversions.
Contrary to paid search results (so-called PayPerClick ads), for example advertising in GoogleAds, positioning will allow you to acquire customers at a relatively low cost, and its effects may be visible for a long period of time. The most frequently recommended method of selecting keywords is the so-called long tail positioning. It is a sequence of at least three words, eg tailoring accessories Łódź.
The process leading to a website achieving high search engine positions is divided into three basic stages:
SEO + Link building + content = high rankings generating traffic on the website
• The industry in which we operate. Depending on whether we run a website, information website or a business card website, the positioner should prepare an appropriate positioning strategy, properly select a set of appropriate activities to the budget. It should be determined whether you should focus more on content marketing or, for example, creating link building. Most often, both strategies are combined in order to increase traffic on the website and achieve goals, e.g. image and sales
• The market we operate on. Specific positioning activities should be performed if we want to attract clients on the local market, e.g. in Gdańsk, and other ones if we focus on the national or international market
• Competition. The positioning strategy for companies operating on a less competitive market should be defined differently than where the competition is very strong.
• The status of our current site. Has any optimization work been done? Is our website modern and friendly to search engines and users? Does it have a unique, professional design?
• Current position in the search engine. Are we high on the keywords we enter in the search engine? At least on the first page? What are our current results? How do our positions compare to the competition?
Positioning of websites is a continuous process, the effects of which are most often noticeable after about 3-6 months of positioning work. Positioning is a process that requires the right combination of technical optimization, content marketing or link building...
It is not possible to answer this question unambiguously. Most often, the minimum budget allocated to positioning in Poland is PLN 500 / month for website positioning, and from PLN 1500 / month for online stores. Many factors affect the cost of positioning a given website: the industry in which we operate, goals, the condition of our website, the age of the website and dozens of other factors.
Would you like more information on website positioning or other marketing services? Feel free to contact us.