Introduction

Today, more than ever, branding plays an essential role in business success. When we think of iconic brands like Apple, we realize that it's not just the quality of their products that sets them apart, but also their brand image and the customer experience they deliver. Branding enables a real emotional connection between the brand and its audiences. In Apple's case, this is a large part of the reason why people are willing to pay such high prices for an iPhone, rather than for another equivalent smartphone.

You may remember the sales pitches of yesteryear, when brands simply said that their product/service was the best (pretty much). But today, that's no longer enough. In a landscape overloaded with offers, the act of buying is motivated by things other than the technical quality of the product or service in question. And that little extra, the one that makes the difference, is the brand's image. This includes its values, the causes it defends, what it has that others don't have. It's what makes consumers buy in, identify with and feel connected to your company.

Read on to find out how to create a strong, attractive brand image, and how to make it last over time.

1. What is branding?

The power of emotion - A global approach

Branding is wrongly associated with simple design. However, it's much more than a name or a visual representation of the company: it's a global approach to communicating around a vision, with the aim of forging a deep and sincere connection with its audiences.

At Realistic Studio, we're big fans of the Maya Angelou quote: "People will forget what you said, they'll forget what you did, but they'll never forget how you made them feel." For us, this is the very essence of branding: it's about striking a chord, creating powerful experiences to leave a unique emotional imprint.

2. The benefits of a strong brand image

Branding may seem an abstract concept, but it's possible to measure its impact on a company's development. Here are a few figures that don't lie:

1. Build brand awareness and recognition: It takes between 5 and 7 impressions to start building brand awareness, which is why consistency is so important _(**) A strong brand image creates a lasting impression, helping your company stay top of mind when consumers are looking for products or services. ₍₁₎
2. Create an emotional connection with consumers: Customers fully connected to your brand are 52% more valuable than satisfied customers, while emotionally connected customers have a 306% higher lifetime value ₍₂₎.
3. Stand out from the competition and position yourself in the market: In a competitive environment, 61% of people are more inclined to buy from companies that offer unique content ₍₃₎.
4. Building customer trust and loyalty: A study of consumer behavior showed that 94% of customers are likely to be loyal to a brand that offers complete transparency. 31% of consumers consider reliability to be the most important aspect of a brand, while 4 out of 10 Americans have boycotted a brand they associate with irresponsible behavior in the past year. ₍₁₎

This proves that it's not just about design or copywriting. It's about observing and finely analyzing a brand's environment, researching its DNA, the element that sets it apart. Aligning content and form is an art, and a powerful driver of a company's commercial success. It's a powerful lever for enhancing a brand's value, differentiating it from its competitors and building brand awareness. When you create lasting relationships with your customers, you build loyalty, create expectations and, ultimately, ensure longevity.

Definition:

** An impression refers to the number of times an individual is exposed to the brand or its visual elements. It is generally a measure of the frequency with which the brand is seen or encountered by an individual, whether through advertising, online content, logos, marketing messages, or other elements associated with the brand.

Sources :

^{(1) https://www.tailorbrands.com/blog/branding-statistics}

^{(2)https://www.crowdspring.com/blog/branding-statistics/}

^{(3)https://www.oberlo.com/blog/branding-statistics}

3. Branding is about creating an experience for consumers

We believe in our science, and we're here to prove it: branding plays a decisive role in your customers' purchasing decisions.

Transparency builds trust and credibility

To build trust and credibility, transparency is an essential strategy. 🔑 Why? When a brand is open and transparent about its practices, it means it has nothing to hide. Whether by disclosing its production methods, business practices, the origin of its raw materials or its ethical values, this transparency builds solid trust among consumers. Take Patagonia, for example. It has distinguished itself by disclosing its sustainable and ethical practices, winning the loyalty and support of many environmentally conscious consumers.

Emotions for an unforgettable brand experience

Brands capable of arousing deep emotions in their customers are those that build lasting relationships. Take Apple, whose products and advertising campaigns regularly evoke a sense of creativity and innovation (just look at the brand's latest Keynote, which is incredible).

A carefully designed brand experience can leave a memorable mark. Starbucks, for example, doesn't just sell coffee, but offers a warm and welcoming experience in its cafés. Customers come not just for the coffee, but also for the ambience and the experience.

To create real emotion and an authentic brand experience, it's essential to adopt a customer-centric perspective. It all starts with a thorough understanding of your target audience, their needs and aspirations. Involve them actively in your brand universe via surveys, social network interactions, or special events.

A few figures that prove everything we say 🤓 :

The importance of brand perception in purchasing decisions: 94% of customers are likely to be loyal to a brand that offers full transparency, and 89% of buyers are loyal to brands that share their values. (1)
The influence of brand image on trust and credibility: 64% of women and 68% of men have felt an emotional bond with a brand. (2)
How branding can influence consumer emotions: 65% of consumers say they buy from brands with which they have a strong emotional bond, and 90% of them stress that positive emotions are the key. (3)

By focusing on transparency and creating a positive, impactful brand experience, your company can stand out in the marketplace and build long-term customer loyalty. That's where the real power of branding lies.

1. The importance of brand perception in purchasing decisions: 94% of customers are likely to be loyal to a brand that offers total transparency, and 89% of buyers are loyal to brands that share their values. (1)
2. The influence of brand image on trust and credibility: 64% of women and 68% of men have felt an emotional connection with a brand (2).
3. How branding can influence consumer emotions: 65% of consumers say they buy from brands with which they have a strong emotional bond, and 90% of them stress that positive emotions are the key (3).

By focusing on transparency and creating a positive, impactful brand experience, your company can stand out in the marketplace and build long-term customer loyalty. That's where the real power of branding lies.

Sources :

^{1 https://www.lyfemarketing.com/blog/benefits-of-branding/}

^{2https://www.crowdspring.com/blog/branding-statistics/}

4. Elements of a memorable brand image

Are you convinced? 👀After the numbers, we're going to tell you a story from Realistic Studio. As you can see, a memorable brand image is based on several key elements, each of which plays a crucial role in creating a strong brand image. Let's take the example of our recent work with Kate, a new French car brand. To begin with, here's the framework: the year 2022 marked the arrival of a revolutionary new French car brand, Kate. Founded by Thibaud Elzière, Matthias Goldenberg and Pierre Escrieut, Kate has taken a decisive turn by offering lightweight electric vehicles, entirely made in France, in response to today's challenges of sustainability and responsibility. Kate's first founding act was the acquisition of NOSMOKE, a French manufacturer of compact all-terrain vehicles, well known since the 1960s, now transformed into its flagship electric model, the Original, since 2023.

Our mission was clear: to create the Kate brand from A to Z, i.e. to develop a unique branding for a car brand that radically sets itself apart from the competition. Kate has a strong DNA and embodies much more than just micro-cars; it symbolizes a new era for the automotive industry, a return to basics.

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The project step by step :

1 . Define brand identity: values, mission, personality

We began by defining the essence of the brand. We're talking about rebranding, of course. But the brand's DNA is precious and must be preserved. Kate embodies sustainability, simplified daily mobility and innovation. These values have been integrated into the brand's mission: to revolutionize urban mobility by offering lightweight electric vehicles. What's more, Kate's brand personality is both modern and endearing, very flower power for connoisseurs!



2. Define a unique value proposition

Competition in the automotive market is fierce, and it was essential to position Kate as a unique alternative on the market. With its lightweight electric vehicles, the brand offers sustainable mobility without compromise. We decided to make this unique value proposition the central pillar of the brand's communication.

3. Create inspiring storytelling!

We then move on to storytelling to bring Kate to life. 🚀 It plays an essential role for the brand; it's integrated on the website, in its presentations and on social networks. This narrative is intended to be authentic and inspiring to create a strong emotional bond with its ecosystem (customers, investors, partners...).
We envisioned Kate's story as a veritable saga that reflects the brand's heritage while setting out its vision for the future.

To define the brand identity, we dug deep into Kate's essence. Its core values - sustainability, simplified daily mobility and innovation - were integrated with its mission: to revolutionize urban mobility by offering lightweight electric vehicles.

What's more, we've shaped Kate's brand personality to be both modern and endearing, evoking a "flower power" spirit that resonates with our target audience.

From now on, Kate is much more than just a car brand, it embodies a philosophy of life based on sustainability and optimism.

4. A differentiated, consistent visual identity at every point of contact

Kate's visual identity was carefully crafted to reflect its values and personality. The logo, color palette, typography and iconography were chosen to reinforce the brand's image. This visual consistency is clearly visible on Kate's website and in all its marketing materials. No matter where the consumer is in their relationship with the brand, no matter which point of contact they discover and love it through, the experience is consistent, complete and appropriate. And for that we can say, long live branding!

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The Keys to a Memorable Brand

In short, Kate's case shows us how every key aspect of creating a memorable brand image contributes to its success. Defining a strong brand identity, creating a unique value proposition, crafting authentic storytelling and maintaining a consistent visual identity are the pillars that have enabled Kate to become an innovative French automotive brand.
At Realistic Studio, we understand that every brand is unique and requires a personalized approach to create an exceptional brand experience. If you aspire to move and engage your target audience, we'll take you on board!