Branding….. Does your business really need it? What is the value behind branding? Isn’t a logo enough? These might be questions you’re asking yourself as a business owner. And hypothetically, you could launch your brand using a DIY logo and hope for the best. But as a long-term strategy, you have to ask yourself:
Will that serve your business and more importantly, your audience of customers?
It helps you to attract new clients who absolutely desire what you offer, differentiate your business from competitors, and gain higher conversions on your marketing efforts.
That’s why it’s incredibly valuable for you to understand what branding is and why it’s important to your business. It’s only by being aware of what it means that you can build one, right? So let’s take a look at some definitions.
A brand is the promise you make to your customers about quality, service, experience, etc. Your core values and mission are what make up a brand. To put it simply, a brand is determined by the clients, customers, and/or audience’s perception of a business. It is the personality and soul of what a business does and offers.
Branding is the set of actions that you take to build a brand. It’s a process that you go through to influence how others perceive your brand. It’s is essentially a marketing tool. It’s what your business needs to do to break through the noise and stand out in what might be a crowded industry. It’s what you need to stand out and take your business to the next level. If you want your business to succeed then branding isn’t something you might do. It’s something you must do.
Building a visual identity for your business, that’s branding. When you create your brand messaging, that’s branding. Writing content for social media, that’s branding.
Brand identity is the visual aspect of branding. Your brand identity is what you can see. It consists of your logo, colours, typography, brand photography, packaging, marketing graphics and your website.
Brand identity influences your audience’s perception of your brand based on how it looks. This is why creating a brand identity is about so much more than choosing a pretty font and selecting your favorite colors. Your brand identity sets you apart visually from your competitors and it draws people into your business who resonate with your brand identity and the personality it portrays.
Now that we know that branding is much more than a logo, let’s discuss the value behind it and what makes it so invaluable to every business. Because let’s be honest, you need to understand how it’s going to move the needle, help grow your business, and contribute to making sales. Here’s how:
STAND OUT FROM THE COMPETITION: This is what we call brand Recognition. There are hundreds (if not thousands) of competitors in your market. Branding is your chance to stand out from the crowd. Branding will help you create a brand that stands out and shows your audience why they should buy from you or work with you over your competitors.
CREATES A CONSISTENT EXPERIENCE FOR YOUR AUDIENCE: No-one likes an inconsistent brand. Inconsistent brands do not build brand loyalty. This is why every interaction that your audience, customers and clients have with your brand needs to be consistent.
TURNS FIRST TIME BUYERS INTO LONG TERM CLIENTS: When you do branding right, it can change your business. You can go from always competing on price to charging based on value and booking dream clients even if others are doing it cheaper. You’ll have a base of loyal customers who buy other products and services you create. After all, it’s far easier to sell to those who have already bought from you than someone who hasn’t.
If you’re just launching a company, branding might be one of the first investments you make in your business. It’s a crucial step to launching your brand effectively, powerfully, and consistently to the world. When you invest in branding, you have the power to control the narrative and the way that your brand is portrayed to your audience. So ask yourself, how do you want future customers to see your brand?
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