What is Branding?
On the surface, branding establishes your business identity to make sure that your audience can distinguish your company from competitors. You can find it in your logo, visuals, packaging, taglines, symbols, and color palette, among others. However, proper branding goes beyond what is seen by the naked eye. It is the entire customer experience. It is your “voice.” It can be seen in your website. It can be felt through your communication channels. It can be sensed in your social media pages. It is how you connect with your audience.
In other words, your brand is the way your customer perceives your business. It is your reputation. It is your representation.
Why would I need Branding for my Business?
A strong brand doesn’t happen by accident. It is crafted through strategic planning. Unfortunately, some start-up businesses and SMEs tend to overlook their branding strategy at the start nor appreciate its impact in the long run. But why would any business need this exactly?
A Strong Brand Drives Marketing, Advertising, and Sales
It’s simple. If people like you, they will choose you.
Proper branding is essential because the way people see your business significantly affects their decision to purchase your product or service. An established brand helps people recognize your value and understand why they should choose you over the others. Done right, effective branding leads to higher engagement, drives more sales, increases customer retention, and boosts brand awareness. This is particularly important if your product is digital since you’ll be competing with hundreds of thousands of businesses in the world wide web amidst a global economy. If your business doesn’t stand out, then people will not notice its value.
Moreover, a strong brand reflects reliability and dependability. People know your company can be trusted to deliver on its promise. And if they like your service, you are likely to gain new customers through referrals and word-of-mouth marketing.
A Strong Brand Maintains Focus
Your brand keeps you grounded on what your business stands for. Given the ever-varying services, terminologies, and ideas online, it is very easy to be led astray from your original vision. An established branding strategy provides direction and keeps you focused on your organizational goals. This also saves time and money since you can concentrate your resources to marketing your unique value proposition.
A Strong Brand is a Source of Pride for your Employees
Why do people study hard to be accepted in premier educational institutions? Or prepare extensively to apply for work in the best companies? It’s because people love to be associated with things they hold in high esteem. This is why Apple has an almost rabid fanbase during product launches. Or why individuals love posting about their Starbucks drinks on their IG stories. Being associated with those brands evokes a certain identity which people want to be associated with.
Similarly, working for corporations with strong brands invokes a feeling of pride among their employees. It results to higher job satisfaction and fulfillment since they feel like they are working for a cause they truly believe in.
In Summary
A powerful brand goes beyond visuals; it is a culture that is imbued in all aspects of your business. This is the identity that you have committed yourself to providing. A strategic brand provides direction to the company which will manifest in the long run through higher sales and a loyal customer base. Moreover, it will serve as a constant reminder of your organizational vision, mission, and goals.
Strong branding matters, which is why it's crucial to work with a brand strategist who understands your vision and helps you develop a digital footprint that you can be proud of. Ready to elevate your brand? Contact me for a free discovery call. I'd be glad to help you out and share your story.
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