On the outside, your brand may seem like it solely consists of elements such as logos and colours, but your brand is actually the entire identity of your company; voice, tone, positioning, etc. Branding has always been a vital part of business, but it is undoubtedly more important now than ever before. In the digital era, consumers get exposed to new brands everyday, and competition reached a climax. Hence, in this article, we’ll explore how good branding could contribute to your company’s success.
What is Branding?
Branding is the delicate art of actively shaping your brand. With creativity, skills and strategy, a brand’s identity may set itself apart from the competition and spark a connection with its audience. Branding is what gives you a reputation and, ultimately, a future. Your logo, colour palette, tone of voice, personality and positioning are all part of it. Because of the importance of branding, businesses should start by developing a solid brand that they can maintain as they grow.
5 Reasons Good Branding Matters
If you’re still not convinced that branding is essential, consider the following counter-argument: is there ever a time when branding is not essential? You see, branding is everything! Here are the key reasons why branding matters, now more than ever:
1. Branding tells your story in an instant
Who are you as a brand, exactly? If you don’t know, your audience won’t either. Your entire brand experience — from visual aspects such as your logo to how you answer phone calls — tells your customer about the kind of company that you are. Create your brand’s identity by identifying brand-defining keywords and incorporating them into the company’s voice, tone, and design. Every great brand should be easily explained with a few solid descriptors.
2. Branding generates an emotional connection
People rarely form relationships with the product itself; their loyalty and commitment are to the brand. By establishing yourself as a brand, you can deeply connect with customers and the public. This connection is a gradual process, but it all starts with creating a positive reputation, allowing your audience to come to know you, and finally discovering creative ways to communicate. People tend to be creatures of habit – keeping consistency helps build another layer of trust and familiarity between you and your consumer which strengthens this emotional connection.
3. Branding boosts business confidence
Great branding takes guts, strategy, intelligence, and sometimes risk. To make your audience understand what makes you “You”, being confident is crucial. Consider this: some of the most successful brands in the world got to where they are because they instilled confidence, not because they offered a particularly unique product or experience. However, be careful of the fine line that separates confidence and arrogance. Being perceived as arrogant in your brand voice or marketing can make people want to run the other way.
4. Branding creates employee advocates
When employees become brand ambassadors for a firm, it can greatly expand its reach. Employees are more likely to work harder and spread a positive message by word-of-mouth recommendation when they are proud to be part of their company. Through a clear brand and supportive messaging, they will be more likely to share content and become brand advocates. This drives organisational culture and provides everyone within the company with a common message to rally around.
5. Branding increase the odds of business survival
New enterprises and products are being launched at an unprecedented rate. Every year, tens of thousands of new products could be released – with a good percentage of them being in direct competition with your brand. Only those who come from a well-known brand or who make a reputation for themselves quickly can capture consumer awareness, understanding, and preference fast enough to survive. Instead of drowning in the competition, good branding opens up your sails and helps you stand out.
We’ve said it earlier and we’ll repeat it: branding is everything! So be kind to your brand, take some time to craft your brand identity carefully, and be constantly on the move. Reach out to our expert team of designers who will be pleased to boost your branding efforts.
