So what is branding? Does branding just mean having a logo, or can that be part of it? While there’s no doubt you do need an element that represents your business, creating a memorable brand is so much more than just giving your company an image.
When you think about your customer experience, define it in terms of how you engage with all your various audiences – from customers and staff to social media communities too.
This broader definition of developing your brand takes the pressure off because such a diverse range of elements come into play.
In short, your brand is what happens when you combine the feelings and emotions that people have about your company along with their perceptions of its attributes, qualities and the way you carry yourself publicly.
It’s important to keep on top of how customers feel they are experiencing your brand and also how potential new customers might interact with you if they were to meet you for the first time – because this provides clues into how new business might interact with you before giving you their commitment!
One thing that some small organizations and start-ups neglect is investing in a branded experience they can keep up so as to appeal continuously to clients over time, acquiring new clients year after year or retaining existing ones.
Importance of Branding:
Here are a few key reasons as to why branding is essential for your brand.
1. Recognition:
Branding can help you create a hype by promoting your products or services while getting you the necessary exposure that people need to become aware of what you have to offer.
The more often they hear about it, the more confident in your product they’ll be when they realize it’s right for them.
2. Your brand helps you stand out:
In today’s global market, it is critical to stand out from the crowd. You are no longer competing on a local stage; your organization now competes in the global economy.
When customers search for an organization like yours, how will you make sure your website comes up when they look?
The best way to show that you’re serious is through social engagement and having a strong online presence courtesy of your robust digital marketing strategy.
3. Shares your business DNA:
Your visual brand identity determines how people perceive your business.
Logos, colors and fonts make up a first impression in the short amount of time when your customers experience your brand for the first time.
4. Provides Motivation:
A clear brand strategy will give your employees a map that tells them how to get from the start of their days towards the finish line.
It tells them what they need to achieve and how to achieve it by overcoming challenges along the way.
5. Generates referrals:
People love to tell others about the brands they like. They wear brands, they listen to brands, and more often than not they’re constantly telling others about their favorite brands.
On the flip side you can’t tell someone about a brand you can’t remember. Moreover, a strong branding strategy will ensure that in addition to generating referred traffic through social networking sites such as Facebook or Twitter.
For example it will also build your credibility online which when done correctly generates additional backlinks from other relevant websites pertinent to your niche.
6. Creates expectations:
A brand that is consistent and clear creates an environment of trust for the customer because they know exactly what to expect each and every time they experience the brand.
7. Customer Promise:
It is important to remember that your brand represents you, like a mask would.
Your staff are the same; they are representatives of your company and what comes out of their mouth and into the ears of clients will be the buds around those flowers (i.e. reputation).
Having great marketing materials that accurately reflect what your brand is all about will help clients discover who you really are even before getting to know you.
Act with integrity – this cannot be stressed enough.
8. Creates clarity:
It’s very easy to get distracted from your long-term objectives by straying from one idea or place to another, and before you know it, you could find yourself moving away from the original plans, your strategy or even the reasons for which you first set out on your journey.
A helpful branding technique is one that helps keep you focused on what’s important, and guides you through your various experiences as an individual or organization as a whole.
Your brand can help guide your marketing efforts in order to increase efficiency and save time and money while also offering guidance to prospects interested in who you are as a company or what makes you stand out among competitors.
9. Helps build emotional connect:
A good brand connects like a magnet with other brands as it has clearly defined points of difference to distinguish it from others.
When connecting with consumers, you want them to have an emotional attachment to the product or service.
The best way to do this is by making customers feel just as strongly about the type of products they buy through your company and how people will engage with it.
10. Provides value to your business:
A strong brand signals that you’re a reliable business.
Networks formed by other organizations are among the top reasons why entrepreneurs keep going, so it’s important to find ways to be useful.
Conclusion:
Branding is all about clarity and commitment. If you’re a creative person, then branding will come naturally to you as long as you remain firm in your convictions and are committed to your vision.
Your brand needs to permeate every facet of your company so this means it needs to be clear not only to your customers but also to the members of your team.
Making sure everyone on board is dedicated to the idea behind the brand will be very helpful in finding success among those who are loyal to your brand, because no true fan wants anything less than what your brand represents.
