The Importance of Branding

branding and identity

By definition, branding is a marketing practice where a company creates a name, symbol, or design for their business that is easily identifiable. Your product or services needs to be distinguished from the competition.

Branding should leave a lasting impression on consumers, while still allowing them to know what your brand brings to the table. Clarifying what you offer over the competitors is what will make your product or service the better choice.

A brand represents the consumers perception of a company’s customer service, reputation, advertising, and logo. If these aspects work together, then the brand will be a successful one. Proper branding will allow a company’s value to increase over time. Always remember, your brand is the source of a promise to your customer.

Building your marketing plan will revolve around your brand to guide and understand the purpose of your key business objectives. Align your marketing plan with those objectives to fulfill a complete marketing strategy. A brand experience must be created to accomplish brand loyalty. Because, branding can ultimately change how consumers react to your brand. It has the power to drive new business and increase brand awareness.

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Don’t make the mistake of skipping out on proper branding efforts. Branding is the way we communicate with consumers, differentiate from our competitors, and create a name for your company in a full market.

Your business is your brand.

A brand should:

  • Deliver a clear message
  • Confirm your marketplace credibility
  • Connect your consumers with your product/service
  • Motivate buyers to buy
  • Create consumer loyalty

Branding is getting your consumers to see you as the sole provider of a product or service that is the solution to their needs. Look at branding as a problem-solver.

77% of marketers say that branding is critical to future growth.

Branding improves recognition:

The face of your brand is your logo, essentially the face of your business. This is what consumers initially recognize. A logo should be memorable but powerful enough to give the desired impression of your product or service that your company offers. Advertising, another important component to branding, will directly reflect the brand and its desired portrayal.

Effective branding can promote recognition for your business. If your logo associated with your brand and is consistent and recognizable, it will become known to the right consumers in your target market. Consumers will feel more at ease purchasing your product or service if these factors are in play. Ultimately encouraging them to purchase with your company over-and-over again.

77% of consumers make purchases based on a brand name.

Trust created by branding:

Consumers who encounter your company logo need to be able to easily identify it in association with your business. The more time and effort you put into your logo, the more memorable and recognizable it will be to the market you are in. A well-strategized memorable logo for your company will allow consumers to instantly think and feel what you want them to about your product or service. Consumers are more likely to do business with a company that has a polished and professional logo.

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94% of consumers say they’re likely to be loyal to a brand that offers complete transparency.

Label Insight's Food Revolution Study from Label Insight on Vimeo.

Branding builds financial value:

Strong brands will guarantee future business for a company. Being perceived as more valuable will be an advantage directly reflected from how well a brand is built. A company time and devotion to its brand will reflect by the financial return it receives from its efforts.

Branding is important when trying to generate future business and a strongly established brand can increase a business’ value by giving the company more leverage in the industry. This makes it a more appealing investment opportunity because of its firmly established place in the marketplace.

Branding inspires employees:

Employee morale is already important in the workplace but having something they can work towards, puts a company above average in an employee standpoint. Employees tend to need more than just work to fulfill their career at a company. Employees understanding the mission of a business and its reason for being, will likely feel the same pride and work in the same direction to achieve the goals the company has set. Strong branding gives employees something to stand behind and believe in. Employee morale will increase, and they will be more satisfied with their job and have a higher degree of pride in the work that they do.

While anyone can hire employees, only a strong brand can hire motivated employees that are inspired to carry your vision and mission forward. A strong brand not only creates loyal consumers but creates loyal employees. A quality branded company gives people something to believe in, it showcases the purpose of the company and what they stand for.

Branding generates new customers:

Consumers are the driving force of companies, and branding directly effects the choice consumers make. Branding also aids in word-of-mouth referrals drawing in new consumers. Profitable companies, large or small, must establish themselves as a leader in their industry with the help of a strong brand and strong logo to support it.

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Strong branding generally means there is a positive impression of the company amongst consumers, and they will likely do business with you because of the familiarity and dependability that is assume by the brand and name they can trust. A well-establish brand paired with word of mouth consumers will benefit the company by working as an advertising technique.

New customer acquisition is the number one priority for marketers and brand managers today, with 34% giving it the top ranking.

Branding and understanding your customer:

To succeed in branding, you must understand the needs and wants of your customers and prospects. You can achieve this by integrating your brand strategies throughout your company at every point of public contact. As consumers begin to identify with you, your brand will live in the hearts and minds of customers, clients, and prospects, and connect on an emotional level.

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