“Branding, by definition, is a marketing practice in which a company creates a name, symbol or design that is easily identifiable as belonging to the company.” This practice helps to identify your merchandise, products and services and differentiate them from the competitions’. It is crucial to your business because not only is it what makes a memorable impression on consumers but it allows them to know what to really expect from you beforehand.
It also helps make your business feel like an actual person with feelings and a personality. Your brand needs to show its personality in order for consumers to connect with it on a human level rather than just feel like they’re doing a simple business transaction.
“It’s a combination between the practical and the emotional, the way clients build that emotional connection with your company.”
– Rami Bajjali
Branding can create or change people’s perception of your company, it also increases brand awareness and drives new business. This means when a customer is shopping for a particular product or considering a company to perform a service, they recognize your company in the process.
Many companies are not aware of the fact that their brand is not owned by them, but rather, it is owned by the customers who draw the meaning from it. Clients are no longer buying brands but rather joining them because they want to be part of that community.
“Your brand is what other people say about you when you’re not in the room” -Jeff Bezos
Branding is vital to a business. It’s the first step for your company to get differentiated from others and for customers to both recognize it and become familiar with it.
The logo is the first and most important element of branding as it is essentially the identity of the company. A professional logo represents the brand in all ways. That’s why it should be relatable, powerful and easy to recognize in order for it to make an impression on a person at first glance. Consumers are far more likely to choose a brand that they know and recognize over something unfamiliar.
Branding adds massive value to your business. A strongly established brand can increase a business’ value by giving the company more leverage in the industry. Being firmly established in the marketplace makes it automatically become a more attractive investment opportunity.
A good and strong brand generally means there is a positive attitude or perception of the company amongst consumers, and they are more likely to do business with you because they have already bonded with you beforehand. It became a name they can trust.
“A referral is the best compliment a business can receive”. The best advertising technique out there is “word of mouth” and it usually occurs only once a brand has been well established. Consumers are thus the main advertisers in the process.
Being properly branded gives the impression of being industry experts and makes the public feel they can trust your company, the products and services it offers and the way it handles its business.
Advertising is an essential component to branding.
In order for your business to thrive and keep growing it definitely needs sales; but the ideal customer usually comes to you not just for the product or the service that you offer but to support your brand and to be part of it.
That’s where your advertising strategies play well into your branding goals. They will directly reflect the brand and its desired portrayal. You need to clearly identify who your ideal target customer is, what they need and are looking for to then communicate to them what your business has to offer. It’s usually done through many different channels like social media, tv, radio etc. It’s essentially soliciting a meeting between your company and the customer it’s targeting.