So what is branding? And why is it so important for your business?
Branding goes way beyond just a logo or graphic element.
From the visual elements your company uses to promote itself to how you interact with customers, your company’s brand is what you’re all about. It defines you. It draws customers in and brings them back. And when done correctly, it can withstand the ups and downs of your business. That’s why spending time defining and building your brand is crucial to the success of your company.
Let’s look at 5 simple reasons why establishing your brand is important:
1. Your brand gives your customer a sense of who you are
Your brand is the visual representation of your company’s personality and a lot can be said by the colors, images, typeface and overall voice you use. When you think of Home Depot you think of the color orange or Target being a bright red. Are you serious, fun, caring, soft, sophisticated, techy, whimsical or something else? A well-defined brand can give customers a good sense of who you are, what you represent or stand for, and what they can expect when working with you.
2. Your brand helps set you apart from the competition
In today’s market, it is critical to stand apart from the crowd. How do you stand out from the thousands or millions of similar organizations around the world?
3. People will remember and describe your company using your brand
How many times have you remembered a catchy jingle before you even know the company’s name? Consumers often recognize and know you as your brand. They often describe you that way to others, too.
4. A strong brand provides your business value
Put simply, your brand increases the value of your business. When you think about a well-known company like Chick Fila, it’s not necessarily their restaurants, equipment or products that have made them so successful . . . it’s their brand.
5. Branding is the foundation for all of your marketing efforts
Your brand can (and should) drive the rest of your marketing decisions. All marketing materials should maintain a consistent look and feel, all accurately representing and reinforcing your brand.