Branding 101: Why It Matters

Updated: May 10, 2019

If you think it doesn't matter...think again.

It’s easy to want to cut corners when it comes to your business. After all, you always have a long to-do list of items to deal with that require your immediate attention and that don’t have anything to do with your logo or the tone you use on your website. (Or do they…?)

In actuality, every time you interact with your clients, you’re conveying an element of your brand. With every email you write, every brochure you hand out, every business card you design -- it all says something about who you are as a company and what you have to offer.

Branding, then, is so much more than a logo. So many companies mistake a logo for a brand, though, and think that once they have a logo -- BINGO! -- they have a brand. That’s far from the truth.

Smaller companies sometimes don’t think of themselves as a brand (Kellogg’s is a brand -- not us!), but that’s a miss, too. Every company, regardless of size, has a brand. A perception of your company exists whether you have control over it or not. So why not take time to grab the wheel?

Branding is important to help you provide a consistent experience for your clients, and to give your clients a peek into who your company is. It also helps set you apart from other companies in your area or industry, which is obviously critical to your company’s long-term success.

Here are six reasons branding matters:

  1. It makes your company memorable and easy to recognize. Use your company’s logo, tagline, and imagery consistently to allow your current customers to recognize it easily and to easily introduce your potential customers to what your company provides. This also helps set you apart from competitors and make you more top of mind when customers are considering products or services.

  2. It builds customer loyalty. Humans are incapable of making decisions without emotion, so it’s only natural they build attachments to their favorite brands. This attachment breeds loyalty, and if you execute branding consistently and pull it off well, you can keep those customers coming back again and again.

  3. It creates employee advocates. After all, your employees are representatives of your brand, too, so arm them with the training and tools they need to really represent it well. With proper branding, employees will feel more empowered by and proud of the company they work for, often resulting in brand ambassadors who regularly share your company’s message.

  4. It drives a higher price point. Great branding helps you attract your ideal customer -- and can allow you to up your prices if you’ve convinced them your brand is superior to competitor brands. (Remember, though -- to up your prices, you have to provide a complete customer experience, not just slap a pretty logo on your website!)

  5. It helps you make internal decisions. A well-defined brand will help your company uncover its purpose and its differentiation, which can provide direction when you’re looking to make internal decisions. For example, if your brand is all about customer service and you have an employee falling short in that area, it’s imperative to the integrity of your brand that you address that issue quickly.

  6. It supports your marketing efforts. Marketing efforts allow your brand to generate awareness, and that -- coupled with strong branding -- can work together to grow your business. If you have smart marketing strategy but ho-hum branding, you won’t get as much bang for your buck.

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