You’ve probably heard the word “brand” or “branding” once or twice, but do you know what it means? The Cambridge Dictionary defines branding as “the act of giving a company a particular design or symbol in order to advertise its products and services.”
However, that doesn’t mean much. In fact, branding has evolved much more beyond that.
When you think about your brand, you really want to think about your entire customer experience. That means everything from your logo, your website, your social media experiences, the way you answer the phone, to the way your customers experience your staff — everything.
It is important to remember that your brand represents you. You are your brand. Your staff is your brand. Your product is your brand.
It also represents your promise to your customer. A strong brand that is well defined and polished, meaning your promise to the client should be the same.
If you haven’t guessed the answer to “how important is branding,” then here is the answer: Very.
It is absolutely critical to any business, large and small, to have a concise and strong brand. A good brand can garner a good reputation. How does that work? Well, branding has a lot to do with the market and your demographics. It’s largely influenced by what makes the most sense in your market, meaning there is no “one size fits all” branding strategy. Despite that, the benefits are the same.
A brand’s reputation ultimately boils down to the amount of trust that clients can have in it. The more you trust a brand, the better your perception of it.
A strongly established brand can increase a business’ value by giving your company more leverage in the industry. Good branding means you’re firmly established in your marketplace, which makes you a safer investment option for potential partners, clients, and customers.
Your brand is one of your biggest assets. Think of it this way: you think of a checkmark on a shoe and you instantly know the brand. You think of a golden M and you instantly know the company. You see a red can of soda and you don’t need to taste it to know what it is.
That’s the power of a brand.
Along the same lines, customers tend to tell others about brands they love. If they get a great pair of shoes, they’ll recommend it to other people.
On the flip side, if your brand isn’t memorable then you may be generating less referrals than you like. Less referrals means less traffic, less people finding you organically, and less sales.
A strong brand will have no trouble drumming up referral business. A strong and well-established brand will have no trouble pulling in new customers.
Just like with the reputation of a person, the reputation of a brand precedes it. Think of it like a rumor or a viral video — once it gains traction, everyone knows it. So making a good and strong brand will give you a better reputation, build more credibility, and establish more trust.
A brand doesn’t only improve customer trust, it also helps your employees. It gives them a guide for all of their creative assets. It’s your:
In other words, it’s a lot. Your brand makes it easier for your employees to know exactly what they’re making and who they’re representing.
Additionally, happy employees make happy companies. If your employees agree with and are proud of your brand, you’ll get better results. That’s why it’s so important to have them involved in the brand creation process whenever possible.
In today’s global market, it is critical to stand apart from the crowd. Your brand is the first thing people see, therefore it’s your chance to make a great first impression. It’s like we said before, you instantly know that little check, or the yellow M. That’s all those businesses need to be identified, referred, and loved.
So, let’s make your brand stand out and stand strong. Helix House is an award-winning digital advertising company with years of experience in building reputable brands. We’re happy to help you get started too. Give us a call today!