Branding is the process that is done to make a brand have a unique and recognizable name and image, looking to create a set of specific feelings and perceptions about the public or their potential customers. Branding is often referred to as the process of creating a brand, however, the truth is that branding is something that is done every day in a company. Although it is true that the basis of the construction of a brand takes place in its first steps or even before it is born, changes are made to the brand that make it evolve or even change completely.

The importance of branding lies in the way of connecting with the target audience. A framework of consumption experience must be created, where emotions are precisely the key point, since it is about awakening and generating a positive impact.

To create good branding the following is necessary:

A good name. It should be simple and short, easy to remember and pronounce, and that identifies your company and what you want to communicate. Not only that, it can generate a positive, innovative and impactful image, as well as transmitting an idea, product, service, culture and more.
Corporate identity. Design the visual elements that will create an image in the consumer’s mind (colors, typography, photography, design and more). This point is important, because in addition to being the “face” of your company, it is what makes it possible to differentiate itself from other brands and thus generate greater value.
Positioning. Developing strategies for proper brand recognition is essential. Today, digital platforms (social networks, email, etc.) are the preferred medium for the public, since a message can be transmitted quickly, concisely and with less investment than with traditional marketing (television, radio, billboards, etc.). At this point, it is about communicating everything that is not tangible for the consumer, such as their value, experience and that they feel identified with it to achieve a stronger and more positive connection.