Branding is one of the most important aspects of any business.
To be clear about what I mean when I say ‘branding,’ I am referring to every component of communication that will affect a customer’s experience with your business, from the visual elements like your logo design and color palette to customer interactions, and everything else in between that comprises your overall presence in the marketplace.
Your branding affects the way your customers and prospects perceive you, and if you’re even on their radar at all. Every part of your branding communicates something to your customers. You have the power to control what that something is.
What messages would you like to be sending to your consumers? Defining your brand is an inward journey of self-discovery for a business. It can be difficult and time-consuming, yet fulfilling. It is a fun process adding personality to your business.
To get started, the following questions need to have clear answers:
- What does your business do?
- What is your mission?
- What problem do you solve for your customers?
- What are the benefits and features of your products or services?
- What is your reputation among your customers and prospects?
- Who are your competitors?
- How are they positioned in the market?
- What distinguishes you from your competitors?
- What 5 words best describe your business
- Is there a story behind your business’ name?
- If you have an existing brand/identity, why isn’t it working for you?
For some business owners, it can be overwhelming and frustrating so they neglect branding or much-needed updates. However, these people may not be aware how much they are missing out on great opportunities for growth.
How Strong Branding Promotes Business Success:
Promotes Awareness That You Exist
First of all, branding will raise awareness that you exist to consumers. Without strong branding, your business will lack substantialness, which will detour potential leads from heading your way.
Encompasses Your Mission
Branding your business is your chance to reflect your core values. Through strategic visual, verbal, written and non-verbal communication, you can control the messages you send to your target audiences by crafting them in such a way that it is clear who you are, what you do and what you offer.
Distinguishes Yourself in a Crowd
In today’s ever-evolving markets, it is important to distinguish your business somehow. Branding is an opportunity to customize your business to become recognizable and easily stand out among a sea of competitors. Branding provides opportunity to be unique instead of generic.
Having a brand means you’re well-established. Well-established businesses are perceived in the community as authoritative in their industries as opposed to a small “hole in the wall” business. When you’re well-branded, people take you more seriously and listen to what you have to say.
Makes You Appear Considerate
To be considerate is to be careful not to inconvenience others. When a business creates a pleasant user experience through their branding initiatives, it does not go unnoticed. Consumers appreciate businesses that value user experience and take initiative to make it easier for them to understand their mission. Modern, easy-to-navigate websites leave good impressions and tell your audience that you care about making their lives easier.
Makes You Appear Smart
Smart people are intelligent, bright and clever. Branding is just that. When your business is well-branded, you will come off as astute and on top of your game. Similarly, if your branding is lacking, it sends messages that your business is lacking in some sense, too.
People tend to do business with companies they know. If your branding is consistent and recognizable, it will help people feel more at ease purchasing your products or services.
Generates New Customers
Branding is all about making your product or service desirable in the eyes of your consumers. Businesses that realize this are the ones whose products or services become popular brands people know, love and want. Branding your product or service will help it to become sought after, thus generate growth for your business and ultimately, increased revenue.
Branding is what helps people know you, like you, trust you and ultimately, want you. It can mean the difference between long-term success and failure. Branding requires strong strategic communication and user experience (UX) design skills. That is our passion and forte here at Couple of Creatives. If your business needs brand development, get in touch.