Published on : 05 May 20203 min reading time

In order to enhance its brand image, every company must adopt a precise marketing approach. Among the strategies that can be used in this sense is Branding. But what exactly is it?

Branding: focus on marketing techniques

The promotion of a commercial brand involves several well-targeted marketing actions. This series of actions carried out are better known as branding. From this term was born the expression personal branding; the strategy used to promote a person’s brand image. It is also known as personal marketing. Branding, this brand management tool, allows to enhance the image of a brand, an entity or a person. All actions carried out in this sense take into account a number of points including the values of the brand, its visual identity, its logo and many others. Thanks to branding, every company gains a strong personality and its identity is better communicated to prospects and clients. Since the marketing actions associated with branding are aimed at promoting the brand, they must be well distributed. These include the creation of storytelling, the promotion of the corporate identity or the dissemination of the brand’s history through various media such as the website, Youtube, social networks, or print media. The main objective here is to exploit the brand in order to create a very strong link between the company and its customers. To take advantage of the best branding services, contact a brand marketing agency.

Branding variants

Branding is a technique specific to webmarketing. It is mainly used in BtoC marketing but it is also possible to use it in BtoB. We will then talk about co-branding because it is two brands that enter into an advertising partnership. However, it should be noted that the two brands that join together to carry out the same marketing action to promote themselves do not have the same professional status because if one is positioned as a supplier, the other has the status of a customer. In general, the supplier brand is the one that derives the maximum benefit from this partnership. As for the communication action, it is more effective and each brand does everything possible to preserve the collaboration. In addition to co-branding, there is another variant of branding which is none other than Personal Branding or personal marketing. As the name suggests, this is a marketing technique that aims to promote one’s own brand. The objective here is to make one’s identity better known in order to stand out from one’s competitors.

Branding and marketing, two notions that go hand in hand

Branding and marketing are two inseparable notions in webmarketing. However, it should be noted that the implementation of marketing actions and brand management are two different aspects within a company. The product manager is in charge of organizing marketing actions with his team, while the Brand manager is in charge of managing and promoting the brand. However, when the two departments work together, they can organise an operation aimed, among other things, at promoting both the products or services and the brand.  Moreover, the actions carried out in this way are complementary and this complementarity makes them much more effective. In short, the branding associated with marketing strategies is a guarantee of a company’s growth. Not only will the company succeed in shining through its brand image, but it will also see the number of its clients increase significantly. Whether in the context of BtoB or BtoC marketing, branding is a major operation to promote a company and its brand.