We need to differentiate ourselves from the competition. What worked yesterday doesn't work today. What moves people today may not move them tomorrow. Digital marketing has immediate cio and cto email lists effects and incorporating branding into our digital strategy can mean achieving profitability in the medium and long term.
Brand management is not just about naming and creating a logo . Through branding, we give personality to our brand with a visual identity and a specific personality to offer a promise to our potential client.
There are different types of branding: personal branding, employee branding and corporate branding.
Branding objectives
Branding allows us to define the unique value proposition or competitive advantage, giving the brand attributes and values. In this way, our brand gains a personality and positions itself as a competitive brand, market-oriented and in line with the marketing and business strategy. All branding efforts are aimed at making our brand stand out and therefore increasing sales.
Branding in 2019
What moves people are their motivations, therefore branding must be built based on motivations to connect the brand with people by creating bonds.
Many companies will begin to develop marketing and communication strategies that go beyond the Purpose, the key question will be: why does the consumer want my product?
In 2019, brands will adopt activist attitudes and behaviors by participating in movements and following social, technological, and economic trends. Corporate branding will be characterized by participating in real experiences, going beyond content. The more personal nature of brands will lead them to appear more imperfect, with fewer demands but much more present. Brands will be present in all areas, at any time and in any place thanks to the increase in distribution channels and the birth of platforms.
Branding is also expected to increase in B2B businesses for 2019 due to the need to compete in a global world with the aim of growing, internationalizing or organizing more efficiently.
In terms of design trends, we can highlight the emergence of responsive logos . The increased use of touch screens and tablets has led to the proliferation of responsive design. The time has come to apply responsive design to brand logos. In 2018, brands such as Coca-Cola, Chanel, Disney and Heineken created a set of modern and simplified versions of their logo. Mobile optimization is a key task for corporate branding. Animated logos will also become fashionable, as they remain in the consumer's memory and are an easy way to tell a brand story, creating a positive impact on your brand's ROI. You can see examples made for Shazam , Spotify and this tribute to the artist and LGBT activist Gilbert Baker .
In terms of typography, Serif fonts are making a comeback due to the increase in screen resolution, the use of larger mobile phones, and Google Web Fonts has already made these fonts available.
The positive character of 2019 must be reflected through colorful logos, fun and animated elements, as well as customized illustrations.
As for social media, Instagram will continue to be the leading social network for influencers and in 2019 many brands that are using this channel will see a growth in return. User Generated Content , UGC will be the king content across all channels. This tactic helps maintain an authentic and consistent brand appearance across all channels.
In short, in 2019, brands and advertising agencies specializing in B2C or B2B will try to win over their audience by pleasing the consumer and providing the best user experience as their main value proposition.
