The term branding gets thrown around a lot when it comes to design and digital marketing. Often it is used to mean selecting a colour palette, creating logos and coming up with a catchy slogan. Although branding encompasses these activities, it is so much more than that. It is how your customers perceive your business and connect with it, how your staff interact with your customers and the relationships your business fosters. Taking advantage of branding is a must for creating a loyal community that can last for years to come. Let’s review five reasons why branding is essential in the digital era. Whether you are a business owner or a growing professional, learn how branding can take you to the next level.
Reputation will build anyway, take control of narration by effective branding.
Reputation for your business grows with every single interaction. Not taking the time to clearly define and communicate the aspirations of your business means that you are missing out on opportunities to build a valuable customer relationship. In this fast-paced lifestyle, people need to understand ideas quickly and intuitively. Taking time to sort out your brand, means that you can communicate the goals and vision of your business effectively. Customers trust a brand that is consistent and clear. They identify with the logo, recognise the colours across social media channels and familiarise with the values that let them know what to expect. Forget ambiguity, build strong ideas, and communicate them consistently through branding.
Brand loyalty is an emotional experience.
Buying is an emotional decision. With so many competitors in the marketplace offering similar products and services, customers are making more educated decisions when shopping. It is no longer about finding the lowest price. Customers want to share similar values as a business and make a positive social impact. Branding offers an opportunity to communicate your mission, values, and goals. It allows you to show that you understand your community and provides opportunities to connect on a personal level. Build a relationship that lasts over economic rollercoasters and share a journey that stands the test of time with bold visuals, captivating ideas, and memorable words to enhance what your business has to offer.
If it’s easy to talk about, it’s easy to share. Keep your business crystal clear with branding.
Ever had a conversation where you tried to explain an idea but couldn’t find the right words? Remember the expression of your friend while they patiently tried to understand? It is much easier to share topics and ideas that are clear and well defined. The same goes for your business. The clearer the better. Taking time to brand is essential for laying out the foundation of communicating your ideas clearly. It allows you to communicate who you are. Branding makes it easier to leverage word of mouth marketing and increases your business organically.
Unify your efforts. Unify your teams.
Branding lets employees know what to expect. It is not only for your customers. As your team grows, new members can use branding as a way of understanding how to communicate with customers and foster the kind of relationship your organisation is aiming for. Defining company values is integral to communicating decision making and promoting behaviour that is distinctly you. The easier it is to understand an organisation, the easier it is to create marketing and design ideas that are inline with the style of your business. It is used to integrate efforts across cross-functional teams and platforms. Whether it is a podcast, catalogue, or promotional event, set a standard across your organisation.
Let branding set you apart from the rest.
In a growing and highly competitive marketplace, branding provides an advantage and sets you apart. It creates a strong and unique organisational identity that is distinct. It builds familiarity and makes you easily recognisable to your customers. Use design, colours, imagery and words that help you stand out and make it easier for customers to find you. Use branding to highlight your unique selling points and values. Target your niche. Distinguish from your competitors.
Don’t get left behind. Leverage branding to build long lasting customer relationships.
Branding is used to define your identity and values as a business. It’s used within your teams and promotes appropriate communication behaviour from the early stages of a customer relationship. It outlines customer experience guidelines and builds a solid perception in the marketplace. Use branding to narrate your story. Tell the world who you are. Take the time to build a lasting market impression.
If you want to learn more about leveraging branding to standout on social media, check out the below articles.
About the author:
After completing a bachelor’s in computer science, Veekshani Mudumbai continued to study marketing while working full-time for a tech company. After five years in the industry as a developer, Veekshani saw a growing need for digital marketing services for small businesses. This led to the pursuit of content creation and expansion into the world of digital marketing.