When you think about your brand, you really want to think about an entire customer experience (CX).
Everything from your logo, your website to your social media experiences. The way you answer the phone to the way your customers experience your staff. With this in mind, it is completely branding.
The broad definition of branding can be a bit overwhelming to think about what is involved in your brand. In short, your brand is the way your customer perceives you.
It is critical to be aware of your brand experience. Thus, have a plan to create the brand experience that you want to have. A good brand doesn’t just happen. It is a well thought out and strategic plan.
Many small businesses and start-ups neglect to spend the necessary time on their brand. In this broad sense, the impact it has on their business could make the business grow further.
With this intention, let’s look at 10 reasons why digging into your brand is important.
Branding promotes recognition
People tend to do business with companies they are familiar with. Hence, make sure your branding is consistent and easy to recognise.
As a result, it can help people feel more at ease purchasing your products or services.
Branding sets you apart
In today’s global market, it is critical to stand apart from the crowd.
You are no longer competing on a local stage. Therefore your business now competes in the global economy.
How do you stand out from the thousands of similar businesses around the world?
Branding tells people about your business
The visual elements like the logo to the way that your phones are answered.
In fact, this is your complete brand experience. It tells your customer about the kind of business that you are.
Are all these points of entry telling the right story?
Branding provides motivation for staff
A clear brand strategy provides the clarity that your staff needs to be successful.
It tells them how to act, how to win, and how to meet the business’s goals.
A strong brand generates referrals
People love to tell others about the brands they like. People wear brands, eat brands and listen to brands. They’re constantly telling others about the brands they love.
On the other hand, you can’t tell someone about a brand you can’t remember.
A strong brand website strategy is critical to generating referrals or viral traffic. This could be in the form of backlinks.
Helps customers know what to expect
A brand that is consistent and clear puts the customer at ease. Because they know exactly what to expect each time they experience the brand.
Branding represents you
It is important to remember that your brand represents you. You are the brand, your staff is the brand, your marketing materials are the brand.
What do they say about you, and what do they say about what you’re going to deliver (promise) to the customer?
Helps you create clarity and stay focused
It’s very easy to wander around from idea to idea with nothing to guide you. It doesn’t take long to be a long way from your original goals or plans.
A clear brand strategy helps you stay focused on your mission and vision as a business.
Consequently, your brand can help you be strategic. It will guide your marketing efforts saving time and money.
Connects with your customers emotionally
A good brand connects with people at an emotional level, they feel good when they buy the brand.
Purchasing is an emotional experience and having a strong brand helps. People feel good at an emotional level when they engage with the company.
Provides your business value
A strong brand will provide value to your business well beyond your physical assets.
Think about the brands that you purchase from (Coca-Cola, Wrangler, Apple, Ford). Are these companies really worth their equipment, their products, their warehouses, or factories?
No, these companies are worth much more than their physical assets. Their brand has created a value that far exceeds their physical value.
The best branding is built on a strong idea. An idea that you and your staff can hold on to, can commit to, and can deliver upon.
For this reason, your brand needs to permeate your entire business. When your business is clear on the brand it can deliver on the promise of the brand. You will see tremendous fruit while building brand loyalty among your customer base.
We’d love to help you identify and share your story!