6 Types of Branding

A product or service should be more than just that. The interaction with said product or service provides experiences, which is one of the reasons people may purchase them. Companies should know the experience they want their customers to have, which is why they create a process called branding. Branding is the process of creating and developing a brand to make it known to an audience through its corporate identity, its messages, and its purpose. The goal is to showcase the brand through everything that it transmits and makes up: name, image, messages, personality, products or services, experiences, values, customer service, etc. All of this should be cohesive and coherent through all the channels through which the brand communicates its message. There are different types of branding, below you will find some of the most popular ones.

Corporate Branding.

This type of branding develops a brand for a business or enterprise and popularizes it for commercial purposes. It includes all aspects of the organization, such as the products and services themselves, visual identities, points of sale and distribution, web presence, human resources, advertising, and all manner of communication and contact with the company. Walmart is a great example of well-executed corporate branding. Customers know exactly what to expect from the brand, which largely relies on its “everyday low prices” slogan. The visual elements are simple and clear: White logo letters and the yellow spark. The branding all over their channels is cohesive and transmits warmness on a shopping day.

Personal Branding.

Personal branding is about managing your personal brand by acting and positioning yourself in a way that your audience clearly understands who you are and what you offer. You need to know what you want to be remembered for and work well with that image. Bill Nye’s personal branding is very clear. He is a man who values increasing awareness and appreciation of science. His personality is showcased on all platforms: affable, goofy, and knowledgeable, all as important as his skills as an entertainer.

Co-Branding.

This stems from combining two or more brands to enhance their commercial strength and generate more profit than they would have if they operated separately. Alliances can exist for a period of time or permanently. In most cases, the visual identities are combined or the two logos are combined for easy identification by consumers. An example of this is the co-branding campaign of CoverGirl and Lucasfilm when the film “Star Wars: Episode VII” was released. These brands partnered to capture an audience to get new and old fans excited about the movie through a makeup collection.

Political Branding.

Similar to personal branding, but focused on politicians. It is usually used for candidates for government posts and it is important to stand out from the rest. Political branding also applies to political movements, such as the IWillVote campaign. This campaign aimed to reach 50 million voters with the goal of getting people to commit to voting, register to vote, and educate voters.

Emotional Branding.

It is the process of building a relationship between the consumer and the product by appealing to the consumer’s emotions. To do so, marketers create content that connects to consumer moods, egos, needs, and aspirations. Many brands use this kind of branding. A great example is Lysol’s campaign, where they pull the heartstrings of their customer base of mothers by saying their products “protect like a mother”. The message of this campaign is made to empower mothers and validate everything they do. By doing this, they build trust and loyalty in their customers.

Athlete Branding

Athlete branding is the craft of leveraging and focusing fan awareness, loyalty, and value perceptions for an individual athlete’s brand. We do it a bit differently by focusing on your mindset and what goals you’d like to achieve before, during, and after your career in sports. LeBron James worked on his professional athlete brand and did not rely on the team’s recognition, to the point where his name is recognized even by non-basketball fans. He stayed true to his beliefs and principles, showing that athletes can use a solid athlete brand strategy. These are a few branding types. Note that your branding strategy may include one or more characteristics of the types described above. Miss Ink is an award-winning boutique social media management and marketing agency. We believe in a personal, customized approach to marketing. Contact us to learn how we can help you build your brand. Sources: Hubspot (2022) What is branding? Types, objectives and importance Rock Content (2022) Personal Branding: understand the importance of establishing your personal brand Puro Marketing (2022) Social Branding: Marketing and communication of brands in social networks Cyberclick (2022) Emotional branding: how to generate emotional connection between user and brand Creatitive (2022) 3 Best Personal branding examples. Referral Candy (2020) Make Them Cry (And Buy) With Inspiring Emotional Marketing. Medium (2018) What is Political Branding? HubSpot (2022) What is co-branding.

6 Types of Branding

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