When creating a brand, there are several doubts that arise about the various procedures that have to be carried out, how to reach the target audience and how to promote the brand.
Before carrying out any process, whoever has the need to create a brand must define the targeting well .
Targeting is the process of selecting which customers the brand will serve. From this moment on, the need arises to select the criteria for the evaluation of the attractiveness of each segment that the brand will serve and the need to opt for a marketing strategy that makes the product known.
Once targeting is defined , the process of creating a brand becomes easier. In order for a customer and/or consumer to enjoy a particular product, it is necessary for the brand to offer the necessary conditions for market accreditation. The values, mission and vision of the company are important factors for the creation of a visual identity of a brand.
Through these factors, the brand begins to have the visual identity it wants. It is necessary for the brand to be recognized by the target audience, which is why branding is so necessary and important in brand creation.
Branding , when carried out successfully, is a set of actions that enables the brand’s target audience to recognize it in the way it wants it to be recognized . It is a constant work, which has to be evaluated repeatedly due to changes that may exist in the market and in demand from the target audience.
A brand must, during its communication process, make a good impression on the customer/consumer. For this to happen, it is necessary to convey the truth of the product (essential factor), the truth of the company (mission, values and vision) and the truth of consumers (products adapted to consumer expectations).
The importance of investing in a brand is related to several factors: more reach to the target audience defined in the targeting; greater attractiveness; greater differentiation from competitors.