Sometimes even after applying all the digital marketing strategies, your company might fail to get all the attention, Branding, and establish a trustworthy relationship with viewers. This failure is most commonly linked to your company’s or business’s brand.
Your company’s brand is what distinguishes you from others and this distinction is quite important in the digital age. Sometimes even when you put in all effort, publish the best ads, and present them to the right audience at the right time, things might not go your way.
This is when you must realize that you have failed to establish a brand. But quit panicking because we don’t have time for that. In this article, you will find everything there is to know about Branding.
If you make it to the end you will understand exactly where you have failed and if you are just starting, you will get a headstart.
What Is Branding? A Basic Overview
Your brand is a really powerful business tool. Another way to describe your brand is the identity of your business. It makes you more attractive to potential customers and helps you to stand out from your competitors.
It does this by telling people four important things about your business. It tells them; Identity(Who you are); function(What you do); process(How you do it); Purpose(Why you do it).
- Who you are is about your visual identity – the way you look. So that includes basic things like your logo, your website, your literature, or your packaging. It also includes your name. This aspect of your brand will often be the first contact someone has with you. Since the first impression is the last impression, it is important to make sure that you have great visuals implemented on your brand.
- What you do isn’t just about listing the products or services you offer. It’s also about explaining the benefit of those products and services. It’s about explaining how your products and services will improve their business or their life. People will only be interested in you if you are of any help to them.
- How you do it is about the way you deliver your product or service. It’s about communicating the values within the business that are reflected in your behavior, as a company.
- Why you do it is about sharing the purpose that lies at the heart of the business. What is it that motivates you? What is it that drives you and your business?
Who you are and What you do are often what attracts someone to your business initially. But it’s How and Why you do it that will build long-term relationships with loyal customers.
So if you’re serious about building your business, you should be serious about building your brand or branding.
Branding, in simple terms, is a process in which a company creates a name, symbol, or design that is distinctive and unique. In other words, branding means giving an identity to a company through visual means.
The primary goal of branding is distinguishing yourself from competitors and clarifying what it is you offer that makes you the better choice. Branding is what decides how you are perceived by viewers or your possible customers.
By the look of it, branding sounds like a 1-week job before starting out a new company or business. But branding is not a child’s play and it is just as important as other forms of marketing.
For example, when you hear the word scotch tape, you immediately consider all transparent plastic tapes. But originally, the American company 3M produced Scotch Magic tape which today has become a synonym for all the clear adhesive tape.
The case is similar to a band-aid, super-glue, velcro, vaseline, etc These examples clearly justify the power of influential branding.
Importance Of Branding
Branding is what sets you apart from the rest and presents you as a unique service provider. It is a basic and yet the most crucial part of establishing a company. Branding determines how people perceive your brand and it can drive new leads and have a direct impact on your sales.
Let’s have a look at the importance of branding.
Branding Improves Recognition
Your brand name, logo, tagline, etc make up the face of your company. When people visit your company and forget about your listed products, they might still remember you through your logo and brand name.
Initially, when viewers aren’t sure enough about investing in you or your products, your brand is what keeps them attached. Your company’s logo should be simple enough to be memorable, but powerful enough to make the right impression with customers.
People prefer doing business with companies that they are familiar with. If your company’s branding is consistent and easy to recognize, it helps you lure down customers through your marketing funnel and make a purchase.
Branding Generates New Customers And Creates Trust
People perceive a brandless company as an anonymous seller who might hand over a faulty product and get away with the money remaining contactless forever. A well-established brand, on the other hand, can easily generate new customers through word-of-mouth marketing.
Companies like Coca-Cola, Apple, and Ford are not really worth their equipment, their products, their warehouses, or factories but their brand name is their most valuable asset.
Strong branding means that people will trust you over your competitors because there is a positive impression of the company among consumers. A strong brand will provide value to your company way more than your physical assets.
Improves Clarity, Motivation, and Satisfaction Among Employees
Working for a strongly branded company is definitely more enjoyable and fulfilling. A clear branding strategy tells your employees what to do, how to do it, and how to meet the organization’s goals. Employees enjoy working for brands held in high regard amongst the public.
When employees are satisfied with their job and have a higher degree of pride in the work that they do, your company is bound to succeed. Sometimes employees might even be ready to work for fewer benefits.
Branding Supports Advertising
Promoting or advertising a brandless product or service sounds lame and is ineffective too. Advertising and branding are like two wheels of a cart and they both go hand in hand. Advertising techniques make it easy to create an appealing advertising strategy that plays well into your branding goals.
Without a proper identity or branding, your ads on various mediums won’t be perceived as genuine or trustworthy. Advertising on social media and search engines would be of no point if your branding isn’t strong enough.
All in all, branding means giving your company a face/identity through various visual means like text, logos, images, etc. Branding cannot be included in a single article as it has various aspects. But remember that if you are thinking about setting up a company or business then consider branding as your first priority.