Discover the Power of Branding: Applications and Uses for E-commerce

If you are an entrepreneur living in the digital age, you've probably already heard about branding.

In the article below, we will discuss the fundamental elements of this strategy, as well as understand how brand protection enhances and must be an essential part of this mechanism for growth in e-commerce.

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What is branding?

When we're asked what branding is, we need to keep in mind that it’s not just one thing but rather a whole process. In other words, it refers to the process of creating and managing a brand, including all the elements that shape the public’s perception of the company.

It encompasses everything from the name, logo, visual identity, to the brand’s values and voice. The main goal is to create a unique and memorable identity that resonates with consumers, establishing an emotional connection and ensuring long-term loyalty.

An effective branding strategy helps differentiate a company from its competitors by creating a consistent promise and a unique experience for the customer.

What is the connection between branding and brand bidding?

Branding and brand bidding are two sides of the same coin. In the process of building a strong brand, companies often encounter illegal competitive practices on the web, carried out either by legitimate organizations or fraudsters.

One such increasingly common practice is brand bidding. It involves the illegal use of keywords related to a competitor's brand for paid advertisements.

Although it may seem like an opportunity to attract traffic from competitors, it can also cause confusion among consumers and damage the brand’s reputation.

This practice is considered illegal in Brazil and is subject to punitive jurisprudence, as stipulated by Article 195 of Law 9.279, with penalties ranging from 3 months to 1 year in prison, or a fine.

A strong and well-established brand is more vulnerable to brand bidding attacks because competitors are likely to try to capitalize on already established recognition.

How can brand protection benefit your company's branding?

After building a strong brand, it’s essential to think about how to protect it. That’s why brand protection is a crucial component for the success of any company’s branding.

After all, it not only safeguards the unique elements that define your company, but also plays a critical role in establishing a reliable and valuable image in the market.

With the expansion of e-commerce, there are countless ways in which your company’s reputation can be weakened in the digital national market.

That’s why understanding how combating threats can benefit your company’s branding is key to ensuring sustainable growth and the longevity of your reputation.

Strengthening Brand Identity

Brand protection is essential for strengthening a company’s identity, ensuring that all elements that make up its image – such as logo, name, and slogans – are safeguarded against misuse.

By registering and protecting these elements, you ensure that your identity remains unique and easily recognizable in the market.

This helps prevent competitors or third parties from using aspects of your brand to deceive or confuse consumers.

In this way, you can preserve originality and authenticity, key aspects of effective branding.

Building Trust with the Customer

Protecting your brand is also a direct way to build and maintain customer trust. When consumers know that the brand they are purchasing from is authentic and protected, they feel more confident in their choices.

Brand protection ensures that only legitimate products or services, meeting the company’s quality standards, are associated with the brand name.

This prevents negative experiences with imitations or inferior quality products, strengthening customer loyalty and trust in the brand over time.

Increasing the Value of Your Brand

A well-protected brand becomes a valuable asset, as it reflects the reputation and credibility built over the years.

Investors, partners, and consumers are more likely to value a company shielded against digital threats, as this demonstrates a commitment to the integrity of the purchasing process.

Ultimately, protected brands have greater negotiation and licensing potential, creating new opportunities for revenue and market expansion.

Differentiation of Your Company from Competitors

In a saturated market, differentiating yourself from the competition is vital. Brand protection helps the company stand out by ensuring that its visual and verbal elements are unique and exclusive.

This prevents competitors from using similar visual identities or slogans to capitalize on the recognition and reputation the company has already built.

By protecting your brand, the company maintains a differentiated and clear position in the market, which is crucial for attracting and retaining customers.

Protection of Your Branding Investments

The efforts and resources invested in developing and promoting a brand are significant. Without brand protection, these investments become vulnerable to threats such as copying and misappropriation.

By ensuring that your brand is legally protected, the company safeguards the effectiveness of its branding investment, preventing financial and legal losses associated with brand disputes.

This not only protects existing assets but also provides security to continue promoting branding initiatives, knowing that the brand's identity is protected against external risks.

How to protect your branding with Branddi?

To tackle the challenges of online competition, Branddi adopts several measures. Among them are the constant surveillance and evaluation of paid campaign performance, as well as detecting unfair practices from competitors.

Additionally, we monitor affiliates and partners using brand bidding, issuing notifications politely requesting the removal of terms and elements related to clients' brands.

With this strategy, we were able to reduce institutional CPC for partners by over 80%, as seen in the case of Riachuelo, along with a significant increase in organic clicks.

As we've seen throughout the text, brand protection is essential for strengthening your company's branding, ensuring that the brand's identity is preserved against various risks, including unfair competition.

By investing in protection, you not only defend your brand's integrity and reputation but also ensure sustainable growth and a solid position in the market.

Learn more about our services and become a Branddi partner!