Why is branding so important for your business?
Branding is more than just a logo or a cool graphic placed at the top of your web page. When considering your brand, you really want to consider your entire customer experience; everything from your logo, your website, your social media experiences, the way you answer the phone, to the way your customers experience your staff. In short, your brand is the way
your customer perceives you.
To achieve this it is critical to create the brand experience that you want your customers to have. A good brand doesn’t just happen; it is the result of a well thought out and strategic plan. Many small businesses neglect their brand and the impact it has on their business because they feel it is not important and will not translate into extra sales. Let’s look at 10 simple reasons why having a brand strategy is important:
1. Branding promotes recognition.
People tend to do business with companies they are familiar with. If your branding is consistent and easy to recognize, it can help people feel more at ease purchasing your products or services. Unified branding across every aspect of your business makes your customers feel comfortable as they will feel that they are dealing with an established and solid company.
2. Your brand tells people who you are.
Your full brand experience, from the visual elements like the logo to the way that your phones are answered, tell your customer about the kind of company that you are. All these elements should point to a unified presentation. At every point of contact with your business, your customer should be in no doubt who they are dealing with and what your company represents.
3. Your brand helps set you apart from the competition.
In the modern global market, it is essential to stand out from the crowd. You are no longer competing on a local stage, your business is competing in the global economy and as such the branding communicates core cultural values and geographic locators.
4. A strong brand helps customers know what to expect.
A brand that is consistent and clear puts the customer at ease, because they know exactly what to expect each and every time they deal with your company or its representatives and experience the brand.
5. Your brand provides motivation and direction for your staff.
A clear brand strategy provides a very useful management tool insofar as it gives your staff clarity and guidance on how to act and how to meet the goals of your business. It also helps to promote a healthy team spirit and a focussed and positive attitude.
6. A strong brand generates referrals.
People love to tell others about the brands they like. People wear brands, eat brands, listen to brands and they’re constantly telling others about the brands they love. A strong brand is critical to generating referrals or viral traffic.
7. Your brand represents you and your promise to your customer.
It is important to remember that your brand represents your business. What do you, your staff and your marketing materials say about your company, and what you’re going to deliver to the customer?
8. Your brand helps you create clarity and stay focused.
A clear brand strategy helps you stay focused on your mission and vision as a business. Your brand can help you be strategic and will guide your marketing efforts saving time and money.
9. Your brand helps you connect with your customers emotionally.
A good brand connects with people at an emotional level, they feel good when they buy the brand. Purchasing is an emotional experience and having a strong brand helps people feel good at an emotional level when they engage with the company.
10. A strong brand provides your business value.
A strong brand will provide value to your business beyond the physical assets. Think about the brands that you purchase from (Coca-Cola, Apple, Ford); are these companies really worth their equipment, their products, their warehouses, or factories? Their brand has created a value that far exceeds their physical value. Not every business will become the next global multi-national, but a strong brand drives customer’s perceptions of your company and the product or service that it offers.
If you are interested in growing your company’s brand email us and we will look at how we can help.