• 121 Global Consulting

What is branding ?

Updated: Jun 23, 2020

A brand is more than logo, tagline, website or product, it is the whole concept that can and will distinguish one company from another.

A combination of these elements can be used to create a brand identity and eventually to become a trademark. The brand concept should be unique and appropriate for the customer’s activity; in few words, the strategy must be the mirror reflection of the business and commercial appearance of customized services/ products.

Why is a Brand important?

Customer’s identity is crucial for our business segment but what does it really means? It all starts when customers are presenting their ideas and concepts and how they want the brand to be perceived. So we are creating the Brand and we assuring the input through the market segment and the competition’s impact and our point of view.

This new identity will be promoted on Social Media using accurate messages in order to reach target readers and to be associated with branded services and products. However, it’s not all about social media promotion, it’s more than that.

What Is a Brand?

A Brand new concept should be strongly linked or rooted to its origin, which is the business itself. But the story is not only about the history of the Brand/ business or the Strategy that came out of a marketing meeting. It also gives the client or the reader an insight behind the process, and unlike all traditional advertising methods, the story will inspire, excite and create an emotional/personal impact for the customer/user.

The Strategy

A brand strategy is a long-term game plan which elaborates a successful Brand/business in order to achieve specific goals. A well-defined and executed Brand strategy has impact to all aspects of a business and it is directly connected to end user needs, emotions and the competitive environments he acts in. So a well applied strategy connects all aspects of the business and meets the consumer’s needs and expectations.

Light House

More often than once, people gravitate to the outside-in approach when they are building new Brand. It’s appealing because it’s easier to control and more instantly gratifying. It creates a fantasy version of what you hope your company to be. The risk is that what is behind this fantastic image it's more unstable and creates only the illusion of a Brand itself.

So that’s where the Light House Strategy comes in, which consists in the opposite approach, meaning that the brand is built from inside-out making it easier to magnify what you are genuinely creating for your business.

1. The bottom floor is your company‘s mission or “purpose” it gives you stability, and even has a little door for the customers to come in.

2. The next floor is the way your company is doing things in order to achieve the mission.

3. The top floor is where you get busy, doing, making, working with all principles in mind, so there are three effective floors, why, how and what.

4. And finally, the light represents the brand idea and the way to let people know about you and your company.

The Message

Brand message is the attribute of your brand that you want to communicate to the target audience, through the personality and brand position, through your products and your verbal and non-verbal means of communication that describes what you do and how you’re doing business differently from the competition.

Brand message is not limited to a slogan or tagline.

Your tagline means nothing if your products/services aren’t delivering the promise. It’s just a sentence which people are using to recognize you. A brand message is what you verbally promise to your customers and resonates with their needs and desires. A Brand message is a firm, easy-to-understand message which tells the story, your story. It is directed towards a precise market segment and meets what the customers want to hear, what you can provide, and what the competitors are already offering. As a few ground rules you should focus on the desired brand positioning, be relevant to your audience, don’t overpromise and incorporate the brand message everywhere.

The Target

Your brand market target should be very precise and relevant. This means that your audience must be identified and clearly defined. It is important for you that your clients can recognize that you are addressing and advertising specifically to them. This often requires companies to narrow down their target market, so that the message is strong, compelling and clean and sometimes even rethink the audience.

Visual Identity

A brand identity is made up of what your brand says, what your values are, how you communicate your product, and what you want people to feel when they interact with it. Essentially, your brand identity is the personality of your business and a promise to your customers.

Colour Scheme of a Corporate Brand

Colour choices also give your logo depth by forging a visual connection to your company’s values and personality. The right combination can visually communicate the feeling your company is projecting to consumers. More than just aesthetic appeal, colours help your brand connect with consumers on a deeper psychological level. When you choose your logo and brand’s colour palette, you’re also selecting the emotions and associations you’re seeking to evoke. This psychology of colours is an important consideration when building a brand identity. The right palette can convey deep meaning about your values and elicit specific behaviors. By extension, the wrong choices can be harmful to your brand image. Science has shown repeatedly that our brains react in diverse ways to specific colours. By understanding how each colour affects the mind and the emotions it stirs up, you can create a more effective brand. It’s important to remember that this is a nuance and complex field that requires careful thought, so consider how each of the colours in your logo and brand in general, is affecting emotions and perceiver’s psychology.


Advertising is very important in building the image of any brand. If you don't make your brand known, then no one will recognize it. By a permanent exposure of a discernible logo on all advertising campaigns, emails and all communications with the end user , this logo will become very popular, easily recognizable and associated with your business and activity. In time, just the appearance of your logo will be enough to show the audience what your brand stands for and what you are promoting, which is a key goal in advertising for any business.

Brand Equity

Brand equity represents the social value of any Brand. It is the social perception and public association with a well-known brand. This can generate a lot of revenue only by social recognition or simple visual and cognitive association with your logo. It has been demonstrated that good brand equity plays an important role in making the price structure for your products and, in particular, companies with good brand equity are able to charge a premium price.


To have a completely Brand image/ or to build a successful Brand right from the start you need all of the puzzle pieces that are making up the big picture, to be perfectly interconnected, and in the end show one single, strong and clear image, which represents your Brand. This will give your business and products an extra social and economic value. Missing links will make your brand look common, faded and easily forgettable. The interconnection of different strategies, graphics, advertising methods, messages and eloquent stories will transform your brand and bring you desired success story.


Any brand is born with an idea or concept, which must be original and easy to remember. You need to find the perfect balance between your idea, logo, tagline, business object of activity, unique products, public exposure and social empathy with in your brand. Human creativity in this economical booming is essential and makes all the difference.

If you do with your brand what others have already done, your brand is very likely to be forgotten shorter than you have been expected.

EU Consulting offers services to re-brand or build new brands from scratch. Come to us with your ideas and business plans and we will guide you in this new, exciting journey to a successful business. We can offer bundle or individual services of branding, website design, advertising, marketing business solutions and many more. We have already had a few companies which have chosen our services and now they have very flourishing businesses and will recommend us.

Nothing is impossible and our team offers you the best solutions for you and your dream Brand.

The only limit is your imagination.

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Article written in collaboration with the EU Consulting team!

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