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What is branding and why is it important for your business?

By Lauren Stead


Read Time: 3 Minutes

While you might be inclined to believe that branding begins and ends with a striking logo, there is, in fact, far more than meets the eye to building a brand and making it effective. Branding, to put it broadly, is the way in which a customer perceives you, and this is achieved through creating a comprehensive brand experience from start to finish, including logo, website, customer service, social media, advertising and reputation. A healthy brand tends to have all these elements working together to provide a positive overall experience for both customers and employees.

The importance of branding

One of the most powerful aspects your business can have is a strong brand. A strong brand helps create customer loyalty and gives them a reason to choose, and stick with your business. It is important to be aware of your brand experience and to put time and effort into creating your brand experience. Not only will this promote customer loyalty, but it will also promote loyalty in your employees, as it gives them something to believe in and stand behind.

Branding promotes recognition and trust

Visually, branding helps promote recognition and customers are more likely to choose a brand they are familiar with. Keeping your brand consistent and easy to recognise ensures customers will develop familiarity, which is an important factor in people choosing and sticking with a brand, and you will help your products or services stand out from the crowd. A consistent, professional appearance also aids in building trust and credibility, as customers are more likely to purchase from a business that appears legitimate.

Branding sets expectations

Don’t forget that your brand represents you. When creating a branding strategy, you are essentially creating a promise to your customers. A brand promise tells your customers who you are, what you believe in, and what you’re providing. A brand’s ability to deliver these promises is what makes a brand successful. Everything your brand produces, from marketing material to customer service, is a reflection of the brand’s promise and creates the expectations of the service or products that the customer uses to make their choice. By knowing exactly what to expect when choosing your brand you’ll be building a solid number of loyal customers that keep coming back.

Branding helps you stay focused

By having a clear brand, you’re giving your business the tools to stay focused on your vision as an organisation. It is surprisingly easy to lose track of your vision when you don’t have a clear strategy in mind. By formulating a strong brand and carrying it across through every aspect of your business you’ll be creating a clearer vision for your business. This drive will help your employees believe in and get behind your brand, and this will come across to your customers. A strong brand will also benefit you greatly when it comes to marketing and strategy.

Branding leads to growth

By investing in a strong brand, you’re investing in the growth of your business. By making your brand memorable and easily recognisable you’re promoting people to notice and talk about your business or products. Customers are not going to refer a brand they can’t remember, additionally they are not going to refer a brand that didn’t give them a positive experience, which is why there is so much more that goes into creating and maintaining a healthy brand image than just a look and logo. You need to establish yourself as the leader in your industry by creating a strong brand.

Think about your brand

Branding plays a huge role in marketing and building a business and should be at the top of your priorities. Customers want to feel invested in a brand, they want to feel that the brands they have chosen are invested in them. By developing a strong brand image, you are promising your customers a level of service that puts them at ease and promotes your business as their first choice. If you haven’t yet developed your brand’s image, then get started right away, it’s never too late to build your brand. Head on over to our website to discover the range of services we offer to help create and maintain your brand’s image.