Business Marketing

7 Elements That Go Into The Making Of A Brand

Reading Time: 6 minutes

7 Elements Of A Brand

What Is A Brand?

A brand in itself is very complex. There are many aspects that go into creating a brand, both the tangible and intangible. 

The word “brand” is a very common word used today. Some associate it with a tangible product, while others associate it with something intangible, like a logo. Essentially, a brand is a combination of elements that differentiates your products and services from your competitors.

“Your brand is what people say about you when you’re not in the room.”

Seth Godin, CEO of Amazon

Having an effective branding strategy is vital to establishing a brand with a positive reputation. The brand becomes the face of your company, representing your products and services. It evokes a sense of credibility and gives your consumers a reason to buy your products.

So What Makes A Brand?

1. Identity

As straightforward as it sounds, a brand identity is how people identify the brand. When they see the brand, they can immediately recognize it and associate it with the relevant products and services. 

A brand identity can take many forms, such as the brand logo, brand name, slogan, etc. These visual cues trigger a reaction in people. It may be an experience, an emotion, or a perception. A powerful brand identity will allow someone to know about your brand without having to have a direct experience with it. 

Take a look at McDonald’s.

McDonald's has a distinct brand identity that is easily recognizable
Source: McDonald’s

Its iconic golden arches accompanied by its red lettering is easily recognized by many. The jingle “I’m lovin’ it!” and the logo are all part of a strategy that builds a strong brand identity for McDonald’s and are important elements of the McDonald’s brand.

2. Perception

The brand perception or image is how people perceive your brand in their minds. With perception comes a series of expectations. 

How do you want people to perceive your brand?

The perception that people have of your brand needs to be in line with what you want them to see or think. Simply fulfilling their expectations is not enough, you need to exceed it. It is often difficult to change the brand image once the perception of your brand becomes set in stone.

Take a look at the Ferrari. 

Ferrari has a luxury brand perception
Source: Ferrari

People perceive the Ferrari to be a luxury sports car manufacturer known for its exotic car models. Ferrari will not produce budget cars as that will dilute its brand image and existing customers will not take it too kindly. Once the perception of the brand is established, it becomes difficult to change.

3. Personality

Like humans, a brand needs to have a personality. A brand personality is a set of emotional and human characteristics connected to the brand. It is an important element of a brand as it can help to bring the brand to life. People connect and relate to emotions, not just the physical product itself. Being human allows brands to forge strong relationships with their customers.

By establishing a personality for your brand, it shapes the way people feel about the brand and how they interact with it. When a brand’s personality is in line with that of a consumer, the consumer is more likely to become a loyal customer and that is something that companies should try to aim for. 

For instance, Victoria’s Secret encompasses a seducer personality. It is known for its bold lingerie and seductive advertising.

Victoria’s Secret encompasses a seducer brand personality
Source: thinglink

Victoria’s Secret has a brand personality that is associated with beauty, sensuality and intimacy, building a connection with like-minded consumers. 

4. Positioning

Positioning is the way the brand is positioned or placed in the market. A distinct brand positioning clearly identifies which segment of the market the brand is targeting. It is an important element of a brand that needs to be solidified early.

Having a clear positioning statement sets the brand apart from its competitors and communicates its message to the target audience clearly. An effective brand positioning strategy will help to target your customers better and increase your competitiveness, maximizing your brand value and equity.

Coca-Cola is a very successful example when it comes to brand positioning. Coca-Cola positioned itself using values such as happiness, friendship, and fun. It differentiates itself from other brands of soft drinks, becoming the popular drink that we all come to know today.

Coca-Cola's strong brand positioning allows for successful line extension
Source: Deakin Business School

5. Equity

Brand equity is the value that is derived from the perception and experience that people have of your brand. In order to have a positive brand equity, it is important to provide a positive experience and perception. In other words, people have to think highly of your brand. 

Positive brand equity has the ability to increase the value of your brand, and this can generate more sales for the business, such as opening up opportunities for a product line extension.

For example, Coca-Cola has extended its product line from the regular Coca-Cola to multiple flavors such as the Cherry Cola and Coca-Cola Zero. The corporation wanted to introduce new flavors to its consumers and it has the ability to do so due to the positive brand equity associated with it. 

The introduction of new products under the same brand name will receive better responses in the market and people will be more inclined to purchase it due to the positive perception associated with it. As such, building a strong brand equity is important for business in the long run.

6. Experience

What kind of experience do you want for your customers when they use your product or service?

A pleasant experience is definitely what companies should aim for. 

A brand experience is the experience that your consumers go through when they use your product or service. A good brand experience will keep them coming back for more, while a poor one will not only drive them away, but create a negative reputation for the brand.

Creating a unique brand experience allows you to differentiate yourself from your competitors. 

Look at Build-A-Bear Workshop. This is not an ordinary teddy bear seller. It allows buyers to customize their own teddy bear, building a soft toy that is unique and special to each individual. Such a unique brand experience brings customer engagement to the next level, creating an experience that is enjoyable and unforgettable.

Build-A-Bear Workshop provides a unique brand experience for each customer
Source: The New York Times

7. Value Proposition

A value proposition is a promise of values to your customers. It tells your customers what you are offering, why they should be loyal to you, and how you are different from your competitors. It is a really critical element of your brand.

Having a strong value proposition helps to convince your potential customers on why your products or services are of higher value than similar products offered by your competitors. You may know how good your brand is, but your potential customers may not. The value proposition is a good way to communicate this value to them. 

A good value proposition should:

  • Be easy to understand 
  • Clearly communicates the benefits of your products/services
  • Have a differentiating point between your brand and your competitors
  • Portray how you can help your customers resolve their problems


In a saturated market with multiple brands competing against each other selling similar products, it is important to differentiate yourself from your competitors, and establish the elements of your brand. Having an effective branding strategy is the start to creating a brand with a positive reputation. Do take the 7 brand elements highlighted into consideration when mapping out your strategy.

As a consumer, you have many choices to choose from. More often than not, you tend to go with the brand that you are most familiar with or the one that you trust the most. Intuition and emotions play a part in decision making.

When a consumer perceives your brand in a way that corresponds with what you want them to think, you have succeeded in creating a brand that is effective. The factors mentioned above are all important variables that go into the making of a successful brand. 

Of course, increasing the credibility of your brand through social proof is another way to strengthen your brand image. Check out Ping Proof for a suite of notification widgets that leverage on social proof to add to your website in a few easy steps. Request for a 14-day free trial with us today!



Conversion Optimization Marketing

Top Digital Marketing Trends To Keep Up With

Reading Time: 8 minutes

Top Digital Marketing Trends To Keep Up With

Digital marketing trends are constantly evolving and consumer’s preferences are always changing. Sticking solely to old marketing methods are no longer viable, and it is important to keep up to date with new marketing trends in order for your business to grow even further. Especially with the huge advancements in technology today, digital marketing has risen exponentially in popularity that it has become an essential part of every business. Here, I will provide you with the top 8 digital marketing trends that every business should consider.

Top 8 Digital Marketing Trends

1)     Chatbots

85% of customer interactions will be handled without human agents by 2021 

Source: SmallBizGenius

69% of consumers prefer to use chatbots for the speed at which they can communicate with a brand

Source: Salesforce

In the fast-paced society today, efficiency is key. People often require answers as soon as they pose a question. They make decisions quickly and want answers immediately. You cannot afford to let your customer wait several days just to get a reply. 

Chatbots provide immediate automated response throughout the whole day, making them highly efficient and a preferred choice of communication for many. Many companies are already exploring the use of chatbots in their businesses, and you definitely won’t want to be missing out!

Some free chatbot tools that you can check out are ManyChat and Chatfuel. These tools allow you to create chatbots for your website easily without needing any coding experience.

Chatbot by Sephora
Source: Example of a chatbot from Sephora
2)     Video Content

84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video

Source: Wyzowl

Customers love visual content. Video content has always been a hit among users, and this is unlikely to change anytime soon. They are highly engaging, which makes it an effective way to promote your brand and its products or services. Video content can also take the form of live videos, for example on Facebook and Instagram. Live videos are a great hit among users as they are engaging and interactive. Instead of merely receiving one-way information from the streamer, viewers also get to send in their comments in real-time. Any questions that they have can be clarified on the spot by the streamer, which will also benefit the others watching the live video.

The creation of videos need not necessarily be expensive, as brands with budget constraints can explore free video tools such as OpenShot, Lightworks, and Clipchamp to create quality and engaging videos. 

3)     Influencer Marketing

87% of shoppers were inspired by an influencer to make a purchase

Source: Streamline

Influencer Marketing is a great way to publicize and promote your products or services due to the large following the influencers have. It is one of the best ways if you want to get your brand known by many in the shortest amount of time. Influencers tend to be figures that are looked upon by others, and people are usually curious towards products that influencers are using or have endorsed. The good thing about influencer marketing is that you can choose to work with an influencer whose image and feed is more suited towards your brand so that it is more targeted towards audiences who are more likely to be interested and thus increase conversions. For example, if you are selling beauty products, you might want to engage a beauty influencer to promote your brand since their followers would lean more towards those interested in beauty as well.

An example of influencer marketing by popular beauty influencer Jenn Im:

Beauty Influencer Jenn Im on Instagram
Source: Instagram @imjennim
4)     Voice Search

48% of consumers use voice assistants for general web search

Source: Search Engine Land

There is an increasing trend of people using voice search due to its increased convenience. Almost half of consumers use voice search when making searching on the web. This makes it an important component of digital marketing that companies should start focusing on. 

However, the way people search through speaking and typing is different. When people type, they tend to type out the main points in a short and concise manner, but when they speak, they speak out in full sentences in a more conversational style.

For example,

Typing: Fun indoor activities 

Speaking: What are some fun activities that I can do at home?

Hence, you need to carefully conduct keyword research as well as revise the keywords you have used in the past. Try thinking from the user’s perspective instead. As people often use voice searches to ask questions, the 5 Ws- Who, Where, Which, Why and What should be included in your keywords, as well as ‘How’. Long-tailed keywords should be considered as well. 

5)     Create Stories 

Stories are a great way to engage your audience. Instagram and Facebook stories were a hit when they were introduced and are now used by over 500 million people daily. There are many interactive features for you to use such as polls, questions and even quizzes. These features are especially useful in helping you gather feedback for your business and they also allow you to find out more about your consumer’s preferences. 

Instagram story from Lady M
Source: Instagram story from Lady M @ladymsg
Instagram Story from Lady M
Source: Instagram story from Lady M @ladymsg

To make your stories more appealing, there are stickers and GIFs available for you to use too. As a form of engagement with their fans, brands such as Benefit Cosmetics have created their own GIFs and encouraged fans to use them with their stories.

Benefit Cosmetics GIFs
Source: GIFs by Benefit Cosmetics on Instagram

These make stories more engaging and interactive as compared to normal posts where it is mainly one-way information. Viewers are also more likely to engage in your stories since the only person able to see their votes, input and feedback is the account that posted it, which makes it more private and personal.

6)     Shoppable Posts

130 million accounts tap on shopping posts to learn more about products every month

Source: Instagram Business

Shopping on Instagram is the new in-thing! Users can now shop and purchase products on Instagram. Given the huge number of people using Instagram, shoppable posts are definitely something that you should leverage on for your business. 

Ecommerce stores can now create shoppable posts where they display images of their products, and a tag containing the product name and price will appear when users click on them. To make a purchase, users simply have to click on the tag and the option of viewing it on the website will be displayed.

Shoppable posts on Lady M's Instagram
Source: Instagram shoppable post from Lady M @ladymsg
Shoppable posts on Lady M's Instagram
Source: Instagram shoppable posts from Lady M @ladymsg
7)     Augmented Reality (AR)

With the great advancements in technology today, AR is increasing in popularity, and many are looking to incorporate AR into their businesses. For example, IKEA’s mobile app uses AR to allow shoppers to see how their furniture will look in their own homes. This allows shoppers to make better decisions and find the furniture best suited towards their home. Makeup brand NARS also allows people to try on different shades and models of their beauty products through AR on Instagram. However, this feature is only available for certain brands at the moment as it is still in the testing phase. This feature increases convenience as people can now try out the products at home instead of going down to the store personally. This also enhances their online shopping experience as it is a lot more engaging and interactive, and helps them to decide on a product more easily.

Instagram AR feature by NARS
Source: Example of Instagram AR shopping feature by NARS Cosmetics from Engadget
8)      Personalization

80% of those who classify themselves as frequent shoppers say they only shop with brands who personalize their experience

Source: SmarterHQ

I cannot stress enough on the importance of personalizing your website to suit your customers based on their different needs and preferences. When a website is not personalized, the content shown is likely to cater to a general audience. However, every individual has different preferences and the content shown to them might not be what they are interested in. Personalizing your website will ensure that the content displayed is catered to the user’s specific needs and interests, and ensures that the content is relevant to them. Thich would increase the chance of them converting into customers.

An example of a good website personalization is Amazon, where it recommends you products that you might be interested in through analyzing what you have searched and purchased previously. This has proven to be a highly effective strategy for them, as 44% of customers purchase items from their recommendations.

Amazon Recommendations Example
Source: Example of recommendations on Amazon

Looking to increase your conversions?

The first step towards creating awareness of your brand and attracting people to your website is by having knowledge of the current digital marketing trends and using these marketing trends to your favor. The next important step is to work on getting conversions, and one such way to effectively do so is through the method of social proof

Social Proof has a huge impact on a consumer’s decision-making process. When done right, it can be a very effective method to increase conversions and drive up sales. However, for it to be effective, choosing the right tools is important as well. That’s why at Ping Proof, we provide you with just the platform to get it done. 

With Ping Proof, you can create and customize notifications to your website visitors in a matter of minutes. 

Random Review 

An interactive way for users to give feedback about your site


Fully customizable informational message for your users

Ping Proof - Social Share


Easily display a small widget with an informative YouTube video.

Email Collector

Easily collect emails and generate leads from your users.

Many competitors out there have already implemented Social Proof on their websites. You simply can’t afford to miss this step. Want to convert your website visitors to customers? Start your journey now with Ping Proof! Request for a 14-days free trial with us today!