No matter how big or small your business is, branding is everything. From your logo design and website layout to your social posts, marketing campaigns, and everything in between, the way you choose to present your brand’s story is your recipe for success.
Here are the top five reasons why you should prioritize strengthening your branding strategy:
Strong, consistent branding helps your target audience recognize who you are and what you stand for. Think of some of the most well-known products and services out there—you can probably recall their logos, taglines, packaging or marketing campaign within seconds. From Nike’s “Just Do It” proclamation to Coca-Cola’s holiday polar bears, great branding helps customers immediately know what they’re getting when they choose you.
At its core, branding is all about building strong connections, and when businesses put in the effort to establish a relationship with customers, it pays off in a big way. The best way to build loyalty among your target audience is to appeal to their emotions. Your goal isn’t necessarily to sell your product or service, but to sell a feeling that your customers want. One company that does a great job of this is McCormick, whose spice ads often center around family dinners, holiday traditions, and generational connections. McCormick isn’t just selling bottles of spices, but rather a specific warm, fuzzy feeling that they know will create a loyal following.
A Competitive Edge
Thoughtful branding REALLY pays off when your competition isn’t making as much of an effort. Take, for instance, two companies who sell white envelopes. Side by side, their products, from material to cost, are virtually the same. The first company (let’s call them Company A) figures there isn’t much point in putting money toward branding efforts—after all, they sell white envelopes, and everyone needs those, so sales will come. Company B, on the other hand, decides to up its game with a flashy logo, beautiful website, and an unforgettable marketing campaign that customers can’t get enough of. In the end, Company B’s efforts will pay off more, even though their product is indistinguishable from Company A’s.
More for Your Money
Advertising can be quite expensive—especially if it doesn’t yield the results you need. Random, one-off ads aren’t going to do much for your business, but if you give them context through strong, consistent branding, you’ll be sure to build more connections and get those sales.
Creates Inside Value
Believe it or not, great branding isn’t all about the customer. It’s a huge way to make connections with your employees so they’ll want to be a part of your company’s success. Look at it this way: If the people who work for you don’t really care about the product or service you’re selling, then why would your target audience? Thoughtful branding will help turn your employees into brand cheerleaders, which will, in turn, excite potential customers.
Are you ready to take your brand’s voice to the next level? Careiginal Designs can help with all of your branding needs! Click here to learn more.