Business Branding

Owners of virtual businesses should be aware that, in order to become a brand on internet platforms, particularly on virtual pages, they must define their brand personality and clearly express their values and messages. When it comes to branding, “brand DNA” is frequently mentioned. It is widely agreed that the corporate logo and color scheme are the most important components of a brand’s DNA. The logo, color, and design are central to the brand and play a significant role in shaping its image. These external features help the audience remember the brand. Many brands create a logo and believe they will use it for many years; however, this is not the case. As audience tastes change, logos should be modernized and updated. While the audience may remember the old logo, an updated version provides a fresher and more appealing impression.

However, brand DNA encompasses much more than just its logo and external features. Market strategy refers to the nature of the market as well as the internal and external forces that influence your brand. After deciding on a logo and corporate color scheme, you should consider your brand’s personality.

Brand Personality is the feeling that your audience gets from your brand and can relate to. Establishing a personality for your brand allows the audience to connect with it and foster loyalty. Carl Jung defined 12 archetypes of brand personality, which are characters drawn from art and history, as well as stories and legends. These archetypes have been examined and chosen from a psychological perspective to effectively convey human experiences.

12 Archetypes:

1. Innocent: A character who acts completely within the bounds of morality. Brand: CHANEL
2. Sage: A wise and intelligent character who can answer questions. Brand: PHILIPPE PATEK
3. Hero: Desires to overcome adversity and be the savior. Brand: ROLEX
4. Everyman: A person who is involved in daily life and performs repetitive tasks. Brand: FENTY
5. Caregiver: A character who makes many sacrifices and is always there to help others. Brand: SEASONS FOUR
6. Creator: Responsible for the creation of art or structures. Brand: APPLE
7. Explorer: A character who pushes boundaries and learns about the unknown. Brand: LAND ROVER
8. Outlaw: A person who believes that laws are made to be broken. Brand: BALENCIAGA
9. Lover: The main target of its audience’s heart is the romantic lead. Brand: HERMES
10. Ruler: The market leader and controller. Brand: MERCEDES BENZ
11. Jester: A funny character or comedian’s trickster, but who conveys important messages. Brand: GUCCI
12. Magician: A strong character who wields power over the world in a unique way. Brand: BVLGARI

Determining a suitable archetype based on your brand values can be challenging.

Once you enter the internet space professionally with a defined brand personality, logo, and organizational color, you must work hard to maintain your presence. Branding builds complete trust with your customers. The importance of branding becomes clear when you compete with competitors or introduce a new product into the market. In such cases, being a well-known brand gives you control over pricing.

A common mistake made by business owners and virtual businesses is confusing virtual pages with online stores. Virtual pages are designed to create and communicate with a community of their target audience. While content production significantly impacts attracting an audience, it is not always sufficient to establish a brand on internet platforms.

There are several options for internet branding, including: