Branding is the continous process of identifying, creating, and managing the cumulative assets and actions that shape the perception of a business in stakeholders’ minds.
Let’s break that definition down so you can understand it better;
1. Continous process
Branding is a continous process because it never stops. People, markets, and businesses are constantly changing and the brand must evolve in order to keep up with the trends.
2. Identify, create, manage.
There is a structured process to branding, one where you must first identify who/what you want to be to your stakeholders, create your brand strategy to position yourself accordingly, and then constantly manage everything that influences your positioning.
3. Cumulative assets and actions
Your positioning must be translated into assets (e.g., visual identity, content, products, ads) and actions (e.g., services, customer support, human relations, experiences) that project it into your stakeholders’ minds, slowly building up that perception.
4. Perception of a business
Also known as reputation. This is the association that an individual (customer or not) has in their mind regarding your brand. This perception is the result of the branding process (or lack thereof).
Clients are not the only ones that build a perception of your brand in their minds. Stakeholders include possible clients, existing customers, employees, shareholders, and business partners. Each one builds up their own perception and interacts with the brand accordingly.
HOW TO POSITION AS A LUXURY BRAND
When trying to position as a Luxurious brand, here are some tips to go by;
- Be faithful to your brand colors, your page needs to look good and consistent.
- Be mindful of what you post, as a luxurious brand, posting memes is a big NO NO.
- Don’t post blurry images, nothing says tacky as much as blurry images. Invest in getting quality content.
- Don’t post personal matters on a page you want to position as luxurious, open another account for that.
- Use Captivating captions that appeals to your brand values.
Product photography vs Stock photos
Stock Photos are random images you get of products from Google. If you want to position your brand as a luxurious brand, you need to avoid using too much of these types of pictures.
They tend to be blurry and don’t focus on the product the way you would want it to.
You can get some really sharp looking ones for a start when you don’t have much funds, but as your brand grows, you would need to start getting proper brand/product images.
Brand/Product Images are proper images taken by a product photographer capturing all the essential aspects of your product.
They are specially taken to showcase the product and also show the brand logo. You can check out proper branded images at the 1403 instagram page. click here
All big brands do product photography, its sharper and instantly shows your brand as high end and luxurious.
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