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The Branding Triangle

Let’s start from the basics by knowing what a brand is.

In the minds of your customers, there exists a brand. It is the outcome of every engagement a customer has ever had with a business, its goods, services, and personnel. These elements combine to make consumers believe that a product is innovative. Customers may perceive your brand as superior if, for instance, the packaging is appealing, but they may perceive your brand as apathetic if the customer service is lacking. 

The identical thing could conjure up a variety of ideas in the minds of various customers. For instance, two customers who have differing opinions about the same product could include those who had terrible customer service and those who loved the packaging. Competition can replicate a product, but it is impossible to replicate a brand. Apple juice may be packaged by several businesses under various names, yet each name will evoke various emotions and concepts in the minds of consumers.

What does this indicate for a company? If you want your product to stand out from the competition, consistency is necessary at all points of contact with your customers. Consistent branding is one strategy for achieving this uniformity. 

Branding is the process of giving a company, its goods or services meaning in the eyes of the consumer. Remember that your brand already exists in the minds of your customers, but you can effectively mould it to work in your favour.

Customer identification of desired and necessary goods and services is made easier with effective branding. Additionally, it gives people justifications for selecting one product over another. Therefore, branding serves as a tool for individuals to make decisions.

Strong brand awareness can make a company’s communications stand out in the midst of an influx of advertising in today’s cutthroat market. 

What is Brand Awareness?

The degree to which a brand is acknowledged by potential customers and appropriately connected to a certain good or service is known as brand awareness.

When your customers are aware of your brand, they are more likely to learn more about it since they are actively looking for information about it rather than discovering about it from a Google or Yelp search.

What is Brand Recognition?

The degree to which a consumer can correctly recognise your brand based on visual indications like your logo and colours is known as brand recognition. For instance, if you see the pink and orange Dunkin Donuts lettering up ahead, you would immediately recognise it as Dunkin Donuts even before you could make out the words.

Your business won’t likely succeed if it doesn’t have a brand to distinguish itself, regardless of how exceptional your goods and services are, how much budget you spend on advertising, or how frequently you post on social media.

What is Brand Equity? 

One of the major benefits of branding is brand equity!

In a nutshell, brand equity pertains to how customer perceives a company’s name and how it influences how they feel about its goods and services.

Building Blocks of Brand Equity

Perceived Quality – By creating a compelling value proposition and clearly explaining why your audience needs your product, you may influence how they perceive your brand. Achieving these fosters favourable perceptions of your brand, which may have an impact on sales.

Brand Association- Use visuals, symbols, as well as intangible elements like sentiment or qualities to help your audience develop a closer connection with your brand. They become more aware of and sympathetic to the goals your brand is attempting to achieve as a result of developing these linkages.

Brand Loyalty- Develop strategies to keep current clients interested in and loyal to your business in the face of fierce competition.

Working on the aforementioned brand equity elements will benefit your company, especially if you start using strategies and methods to make your company more visible and accessible.

How to build these 3 Branding terms?

Search Engine Optimization (SEO)

Since consumers use Google and other search engines to look for information online, developing and establishing a SEO strategy is now more important than ever. You want to show up in these search results so that consumers may locate your brand. From this point, you may increase the number of site visitors and increase your conversion rate.

Social Media Monitoring

You can use social media, a substantial web channel, to locate potential leads and clients. However, given the number of communications you’ll have to sort through, manually looking for them is unfeasible. You’ll be able to identify the problems and possibilities that your brand can take advantage of. Social media monitoring is helpful in this situation. It alludes to the procedure of gathering online mentions of your brand or keywords.

Referral campaigns

When users are confident they will receive an extra benefit, they will readily tell others about your product or service.


Infographics are a lively and colourful method to present pertinent marketing facts and data. These powerful pieces of content are excellent for thought leadership and brand development because they are frequently shared widely.

PPC Advertising

PPC is a wise choice for having your business recognised on Google because SEO is getting more competitive daily while organic Google real estate is getting smaller. You might appear at the top of Google for pertinent searches if you conduct targeted keyword research. Even if consumers don’t click on your PPC ad, their first impression of your name at the top of the search results is powerful for increasing brand recognition.

Paid advertising

As organic social media marketing becomes more and more challenging, more companies are turning to paid social media advertising. Facebook and Twitter ads are reasonably priced and aid in increasing business awareness on social media. Even if users don’t convert right away, every additional bit of familiarity matters when they are ultimately ready to make a purchase.

Remarketing campaigns

Remarketing is an effective tactic for raising current brand recognition. Why? Remarketing entails displaying advertisements to website visitors who browsed but did not convert. Remarketing advertisements are posted on websites your clients visit all over the internet. They will soon come across your company everywhere, including on their favourite sites and while purchasing online, etc. This creates the false impression that your brand is much bigger than it actually is (and has a much higher advertising budget). Additionally, it’s a fantastic strategy to raise your conversion rate.

At Cherton Media, we are aware of how important it is to have a marketing plan in place, whether you are a startup, a huge company, or everything in between. Our “marketers” like getting to know your brand so that you will simply think of us as a member of your team that has been given the responsibility of marketing your company.

Manage all your marketing needs with our all-in-one experts and get your branding strategies on point. 

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