You can’t run a successful business without proper branding.
Through branding, you attract new business opportunities, retain old customers, and build a company persona that influences how both consumers and your own employees perceive your organization. But what does branding mean anyway, and how much control do you have over your brand’s public image? Everyone knows it’s important, but what is branding in business really about?
What is a Brand?
Traditionally, branding is defined as a marketing strategy a business uses to create names, logos, and corporate identity with which customers can easily identify. Successful branding sets you apart from your competition by convincing customers your product or service is the better choice. Ideally, your brand is a true representation of your business, your values, and how you wish to be perceived by the public.
The traditional definition of a brand is accurate enough but misses an important point. Your brand is, ultimately, the emotional response your logo, business, promotions, products, and social media account triggers in the consumer. It’s this gut-level, instinctive response that truly determines your brand. You can manipulate the customer’s emotional response, but never fully control it. No matter what you do, your brand is what your customers believe it is, not what you say it is. Your task is to ensure that what you present to the public generates positive emotions such as:
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trust,
- excitement,
- happiness,
- satisfaction,
- safety, and
- contentment.
Successfully trigger these emotions, and you’re well on your way to creating a strong connection with customers.
What is Brand Identity?
If a brand is defined as a combination of the persona you present to the world and the emotional response of consumers to said persona, then what is brand identity?
Brand identity describes the visual elements of your brand. The colors you choose for your website, your logo design, the visual layout of promotional emails, your choice of promotional products, as well as your choice of language, photos, and videos. Brand identity covers all points of contact with consumers, including how you train staff to serve and interact with customers. You control brand identity, which in turn influences the customer’s emotional response and their perception of your brand.
Why is Branding Important?
Branding is critical to any business as it influences how people perceive you. Branding is important because it:
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drives new business,
- increases awareness of your company and its products,
- generates new customers through word of mouth,
- increases business value by making your company a more appealing investment opportunity,
- encourages loyalty and long-term relationships with customers,
- supports and guides your advertising strategies and campaigns,
- creates trust among consumers, investors, and other stakeholders, and
- improves employee pride when branding aligns with employee values.
What does Branding Mean to You?
Branding is more than an advertising gimmick or a well-designed logo: it’s a path towards future success. When you have a firm understanding of your brand, it informs every decision you make — be that decision product development, choosing which style trends offer promotional value, or even what color to paint your business’ exterior. Branding gives your organization an identity that helps start conversations with customers while clarifying the core values of your business.
Want more information on branding? Check out 5 Ways to Establish and Strengthen Your Brand.