Branding comes down to much more than having a good-looking logo. Branding is the sum of peoples’ perceptions of who you are – of what makes your company unique. Branding is determined by everything from a company’s service to its packaging. Incorporating strategic practices into every element of your business helps build a strong company, while missing one or more elements can cost you customers and your best employees.
Your branding is your promise to the world of who you are. Branding can be the difference between customers buying from you or buying from your competitors.
Here are 5 undeniable reasons that branding matters to your business:
Branding Gives Your Company a Direction
A strong brand identity helps every member of your team understand what your company values are and what direction you want the company to move in.
If you’re unsure of what direction your company is moving toward, ask yourself the following questions:
- What are the major goals that support our overall vision for the business?
- Assuming all goes well, where will our business be in 5 years?
- Why do our customers work with us, rather than one of our competitors?
- What do our employees love most about working here?
Once you know your business’ vision and what makes you unique, you can determine how to convey its direction to your customers. Go back to these questions periodically to ensure that your company is still going in the right direction.
While studies increasingly show that effective social media campaigns can help a company to build a strong brand, many businesses still struggle to keep up with current trends. With the fast-paced evolution in social media trends and platforms, it can be difficult for a company’s brand to stay consistent.
Start out with 2-3 platforms (choose between Facebook, Instagram, Twitter, and YouTube) and create a consistent schedule of content that conveys your company’s vision and direction. You can always add more later if your company feels that it would help your branding.
Branding Builds a Team
One of the many pressures facing companies is growing a strong team in a sustainable manner. Companies must grow their team to keep up with new market opportunities. However, they must also ensure that new hires are able to buy into the brand’s ethos.
Branding can boost employee loyalty and helps to bring out the best in your employees. Employees who are positively influenced by your company’s brand image or reputation are significantly more engaged in every aspect of their job and are more willing to advocate for the company and your products or services.
Brand loyalty is instilled in an employee from Day 1 of the interview process. If you have a popular brand, then your employees are already aware of the brand reputation and interactions before the first interview. From then on, engaging your employees with a strong brand is going to help build trust and guidance during their first few months on the team.
For not-so new employees, companies can sustain engagement and build strong, long-term relationships by closely guiding employees to find meaning and purpose in their work while helping them feel part of their work community.
Loyal employees will advocate on behalf of your business, which helps marketing and sales efforts. In return, a customer’s loyalty to the brand can swing in either direction with just one employee interaction. As employees begin to feel a closer bond with your company, they will actively promote the brand and build the network and community.
A Strong Brand Simplifies the Sales Process
Businesses that deal with long sales cycles find that a strong brand minimizes the time required to convince a potential customer that their company is the right answer.
Strong brands simplify the sales process by consistently instilling their key qualities and benefits that come with a customer’s purchase. This can be anything from affordable quality goods to excellent tech support or warranty programs.
Consumers who trust a brand make a purchase decision much more quickly, thus speeding up the sales process for the company. Strong brands that consistently create a reputation for high quality goods can also gain the ability to charge a premium for their products or services – just look at Apple.
Branding Helps You Differentiate from Competitors
Branding helps your ideal customers to side with you, while less ideal customers will side with a competitor who better aligns with their interests and values.
A strong brand has its target audience and demographics, which helps the team allocate more time and energy toward the things that their audience values. Once the company understands their target audience, they can create content that caters specifically to that group, be it through social media, magazine ads, or any other medium.
You can’t make everyone happy. Branding requires making a deliberate choice about who you are and what you value. Those deliberate choices will cause some consumers to love you, and others to hate you. Differentiating from competitors helps your company gain market share with those who do align with your values. Companies can also tailor their mission and message to meet their target consumers’ needs.
Get specific and discover your consumers’ behaviors and lifestyle. Then create a brand identity that they can understand and relate to.
Branding Builds Loyalty with Your Customers
People tend to do business with companies they trust or are familiar with. A professional appearance builds credibility and trust, and people are most likely to make a purchase from a business that appears legitimate in both quality and service. However, one bad experience can cause a customer to take a turn for the worst in terms of customer loyalty. It’s up to the company to ensure that their brand’s reputation remains positive and that any negative experiences quickly run through “damage control”.
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. Thus, a customer is much more likely to turn into a repeat customer and refer their friends to your business.
Creating a consistent brand is now more important than ever. Dedicating some time with your team to determine what type of branding works best for your company will not only grow a stronger team and mission — it will also create a stronger customer base.
Branding is essential if growing your business and consumer base is important to you. Is it time for your business to re-brand? Come explore our branding services to see if we’re the right team to help you out.
Emerson Stone is a product-centric design agency based in Boulder, Colorado. They help brands to take their business to the next level through branding, strategic consulting, application development, product development, and much more.