When it comes to branding, small businesses often overlook the importance of it, yet they are unable to figure out how a competitor with the same product is performing better than them. It’s true, they’re able to convince consumers to buy because of one main thing - branding.
But what is branding? And why is branding important to an organization?
Branding is more than just a logo and the colors you use. It’s about creating an identity that sets you apart from your competitors. Your brand is the idea and feeling that consumers have about your company. It’s what establishes your business’s reputation and tells us what to expect.
It’s important because branding is what helps a prospective customer call to mind your company when the time comes to buy.
Let’s take a look at some of the ways branding can help your business:
Branding helps people recognize you
One of the first things that come to mind when you think of branding is the need for a logo. Your logo is your identity; it’s the ‘face’ of your company. It’s what you would use in all your communications so that people can recognize you. A well-designed logo is simple enough to be memorable and powerful enough to communicate the essence of your company.
Branding helps create trust
If two equally qualified lawyers are standing in front of you, but one looks homeless while the other is in a fitted suit, who are you more likely to trust and do business with? In the real world, opinions form quickly and emotions play an important role in decision-making. People are more likely to buy from someone who looks professional and legitimate. A polished look builds credibility and trust.
Branding help support advertising
A strong and consistent brand helps make advertising easier. With a clear message established through branding and consistency, recognizable design, advertising efforts are more effective. Think about how all Coca-cola advertisements convey the same essential message with similar styling.
Branding helps generate new customers
Your logo, marketing, and reputation all work together to form a memorable impression. This allows for people to easily refer your business to others. Delivering a memorable experience is an essential aspect of branding to help generate new customers.
Branding leads to customer loyalty
When branding is done right, it can inspire brand loyalty. Brand loyalty has everything to do with how your brand is perceived by the consumer — whether through promotional activities, reputation or their previous experiences with your company. Therefore branding is essential to generate recurring business and loyal customers.
Branding helps save you money in the long run
With constant designs and advertising being created, branding can help cut down on costs. If you launch a product or campaign with no branding, you’ll have some success, but you’ll be creating everything from scratch again and again. With a brand that includes a consistent style, messaging and visual guidelines, you can stay rooted and allow your business to grow in a cohesive manner.
Remember that branding is an ongoing process. Done right at the beginning, it can help reap huge benefits. Reach us out for free educational series on Digital Marketing!