We all know that good branding is important, but what exactly is it, and why the fuss?
Nowadays, a brand is no longer just a name, logo or graphic element: it needs to represent a company’s values and missions, and most importantly, it needs to speak to the customer.
Let’s look at 4 reasons why investing in your brand is important.
Your brand represents the business and your promise to your customer
When the customer sees your marketing material, when they interact with your staff, when they use your services, all of these are representations of your brand. They tell the customer if you are able to keep your promises by meeting their needs.
A strong brand helps you connect with your customers emotionally
Customers often buy or use a product because they are familiar with it and it makes them feel good. More often than not, decisions to use a specific product or service are made sub-consciously, purely on how customers feel about that brand. If your brand can create such emotional resonance for the customer, then you’re bound to have a loyal one.
Your brand provides direction for your staff
When you have a clear brand strategy, it provides your staff with a clear idea of what the company’s values and goals are. By having staff members connect with these values, you will ensure that the services provided to customers are a good representation of your brand and what you believe in.
Your brand distinguishes you from your competitors
In today’s increasingly competitive market, it is critical to stand out from the crowd. Why should a customer choose you if there are other similar products or services around? What can you provide that is unique to your company only?
The best brands are built upon a carefully thought-out idea: one that is easy to understand and resonates on an emotional level. It is an idea that you and your staff can hold onto and commit to, and it defines the promise you are making to your customers.