Branding, by Dictionary definition, is the process of using a word or an image to identify a company or its products. But nowadays, branding is so much more than just a logo or graphic element: it is a way of identifying your business, separating your competitors and helping your consumers remember your product. Branding is becoming a promise of quality and reputation;
It is about the whole customer experience: your logo, your website, your social media experiences, the way you answer the phone, even the way your customers experience your staff. Think of it as your corporate narrative.
A good brand will:
- Clearly deliver the message.
- Confirm your credibility.
- Emotionally connect your target prospects with your product and or service.
- Motivate the buyer to buy.
- Create user loyalty.
Branding is, therefore, strategic, and the marketing techniques you employ are tactical and what you use to get your brand in front of consumers.
Here are 8 reasons why you NEED to place more emphasis on your business’ branding:
- TO PROMOTE BUSINESS RECOGNITION.
People do business with businesses 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.
- TO SET YOUR BUSINESS APART FROM YOUR COMPETITION.
Ask yourself: How does my branding stand out from the other similar organizations in my city/country, or around the world?
You need to figure out what things you can do to make your business look and feel different than the others.
- TO TELL PEOPLE ABOUT YOUR BUSINESS DNA.
Your full brand experience, from the visual elements, such as the logo and social media images you use, to the way that your phones are answered, tell your customer about the kind of business that you are, and it tells them what you value. Do you value people over function? Do your customers feel emotionally connected when they are finished doing business with you?
- TO PROVIDE MOTIVATION AND DIRECTION FOR YOUR STAFF.
A clear brand strategy provides the clarity that your staff needs to be successful: it tells them how to act, how to win, and how to meet the required goals. Your brand should aim at getting your employees to buy into your business values (brand gives them something to believe in and something to stand behind).
- TO GENERATE REFERRALS.
Word of mouth is incredibly effective! People LOVE to tell others about the brands they like. A strong brand is critical in generating referrals or viral traffic.
- TO LET CUSTOMERS KNOW WHAT TO EXPECT.
A brand that is consistent and clear puts the customer at ease, because they know exactly what to expect every time they experience the brand. Your brand represents you – you are the brand, your staff is the brand, your marketing materials are the brand.
- TO CONNECT WITH YOUR CUSTOMERS EMOTIONALLY.
A good brand connects with people at an emotional level: you want people to 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 your business.
- TO PROVIDE VALUE TO YOUR BUSINESS.
A strong brand will provide value to your business beyond its physical assets. Brands such as Coca-Cola, Apple, Ford, KFC are worth much more than their physical assets (equipment, products, warehouses, factories, etc) Their brand has created a value that far exceeds their physical value. What value is your brand creating for your business?
In conclusion, the primary purpose of your brand is to increase sales by making the product or service the most visible and desired by the customer. Obviously, the main aim of your business is to increase revenue and make money! Your branding will get you there! It will create loyal customers, loyal employees and increase your business value.