Video Productions: The Basics of Branding

Branding- The power of communication

In today’s competitive landscape, branding has become necessary for any business that wants to sell something effectively. A brand is not just a logo or a trademark, but it is also a tool that allows companies to connect effectively with their customers and communicate their values.

But brands require a lot of care and thought put into them. From the smallest details like the font of a logo or word choices for a slogan, to large and more abstract ideas like a brand’s messaging, everything must be chosen carefully in order to make a brand effective.

This article seeks to discuss strategies and practices of successful brands, which ensures their success, and may also be used to create or refine your own brand. In a competitive media market that is constantly evolving, any brand that wants to compete will need to find their way to stand out.

Branding in Media: Creating Brands

Coca Cola, Mcdonalds, Disney. When most people hear these names, they can usually associate something with them. An image, a taste, a location, a feeling, a theme. That is the power of branding. Brands are a shorthand to your brand’s identity, and by creating a positive and trusted identity, people are more likely to trust your brand, and feel a positive connection with it. The first step to doing this is to understand your product, and what you want it to stand for.

Brands require a lot of things to make them strong and memorable, but a checklist of some of the most important include:

• Memorability:

When designing a brand, you need to make sure that people can recognize it, and the most common way that people go about this is through a logo.

A logo should be memorable, and easily told apart from others.. Fonts, colors, the shapes used, or certain symbols, all of these elements make for a good font, and learning how to make one that stands out, and is recognizable can make the difference between your product selling, and people overlooking it at a glance.

• Promotion

Brands are shorthands, but they need something that they can refer to. An easy way to do this is through video production, and advertising. Through them, a brand can tell a story, or can use it to tell people what it stands for and what its identity is. An effective brand video can make a brand clear, and can create very strong connections between a brand and customer, increasing its attractiveness and customer loyalty.

• Consistency

A brand’s consistency is very important, as it reinforces its values in people’s heads, and makes its identity unified and more memorable. An unclear brand image, or an inconsistent one, can make a brand seem less trustworthy, or make it less memorable or harder to appeal to audiences. As a result, brands should make an effort to make themselves consistent. For example, using a consistent font, a color scheme, or even having a consistent tagline/slogan. This should also be reflected in advertising as well, where the values of the brand should be made clear and understandable.

Examples of Successful Branding: Coca Cola

One of the best ways to learn is by standing on the shoulders of giants, and nowhere are there bigger giants than global superbrands which have a strong international presence, and a strong brand identity. To use an earlier example, we can look at Coca Cola and how they brand their product.

Coca Cola is a global brand, whose main product is fizzy drinks. They have marketed their product for years as a tasty beverage good for having by itself, or with food, and have communicated this through all facets of their marketing.

The Coca-Cola logo is one of the most iconic and enduring brand marks in the world, playing a crucial role in the company’s branding. Designed in the late 19th century, the logo features a distinctive font that is easily recognizable and consistent.

This consistency reinforces brand recognition and builds trust with consumers across generations. The bold, saturated red color is also equally important—evoking feelings of excitement, energy, and positivity while also standing out on store shelves. Coca-Cola has created a powerful symbol that communicates quality, tradition, and refreshment at a glance.

Another way that they communicate their brand are the advertisements tied to their drinks. In Thailand, a fairly recent example of this is the “เรียนหนักไปมั้ย…พักหน่อยดีป่ะ?”- roughly translating to: Studying too hard? Need a break?- Coca Cola ad, which is targeted towards young adults and teens, and presents the drink as a refreshing beverage, useful for relieving stress. Earlier variations of their marketing push also includes the 1993 Coca Cola polar bear commercial, which tied Coca Cola to relaxation, and refreshment by having visuals related to snow and cute polar bears.

Though the visuals may be different, the ads all embody that feeling of relaxation and refreshment that comes with drinking a coke, and through these ads and the logo, it creates an immediate connection to the brand, creates consistency, and makes sends a clear and positive message to consumers, making them more likely to associate with the brand positively.

Conclusion

To conclude this article, branding is incredibly important, and is necessary for making a brand stand out, with consistency, messaging, and communication being key in making a brand successful and memorable. They help greatly with consumer retention, make products instantly recognizable, and enhance every other aspect of marketing and the product by a massive amount, creating a brand that people are trusting of, and creating a strong foundation that can last a lifetime if done well.

Creating a brand is very rewarding if done right, but it can also be difficult and hard to manage. If you need help with branding, look no further than Digital Distinct. Digital Distinct is a digital marketing agency, and a one stop shop for all of your branding needs. Video productions, out of home marketing, graphic design and much more. Feel free to contact us through our phone number, or our email if you want to have a brand that stands out above the rest!