So what is branding? And why is it so important for your business?
Branding goes way beyond just a logo or graphic element. When you think about your brand, you really want to think about 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.
Let’s look at 10 reasons why digging into your brand is important:
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 east purchasing your products or services.
Your Brand Helps Set You Apart From The Competition
You are no longer competing on a local stage, your organization now competes in the global economy. How do you stand out from the thousands or millions of similar organizations around the world?
It Tells People About Your Business
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.
It 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. On the flip side, you can’t tell someone about a brand you can’t remember. A strong brand is critical to generating referrals or viral traffic.
A Strong Brand Helps Customers Know What To Expect
A brand that is consistent and clear lets the customer know exactly what to expect each and every time they experience the brand.
It 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.
It Represents Your Promise To Customers
It is important to remember that your brand represents you…you are the brand, your staff is the brand, your marketing materials are the brand. What do they say about you, and what do they say about what you’re going to deliver (promise) to the customer?
Your Brand Provides Motivation & Direction For Employees
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 organization’s goals.
Your Brand Helps You Create Clarity & Stay Focused
A clear brand strategy helps you stay focused on your mission and vision as an organization. Your brand can help you be strategic and will guide your marketing efforts saving time and money.
A Strong Brand Adds Value
A strong brand will provide value to your organization well beyond your physical assets. Think about the brands that you purchase from (Coca-Cola, Levi’s, Apple, VW, Chick-Fil-A)… are these companies really worth their equipment, their products, their warehouses, or factories? No, these companies are worth much more than their physical assets…their brand has created a value that far exceeds their physical value.
The best branding is built on a strong idea… an idea that you and your staff can hold on to, can commit to, and can deliver upon. Your brand needs to permeate your entire organization. When your organization is clear on the brand and can deliver on the promise of the brand, you will see tremendous fruit while building brand loyalty among your customer base.