The what and why for branding your business.
By Mtho Sibanda
Nothing says “I’m not serious about my business” louder than, not having a consistent, well-crafted brand for your business.
But, what is a brand? And why do I need it?
A brand can be summarised as the ‘look and feel’ of your business. It’s how your customers perceive you.
“Your brand represents you and your promise to your customer”
Contrary to the popular phrase, your customers do judge a book by it’s cover. Your company logo is the cover (or face) of your business and the message it sends across has direct impact on your business. It doesn’t just end with your logo though, your website, social media experiences, shop and vehicle decals, how you talk to your customers etc… all need to send a distinct, consistent message.
Below are some of the reasons why your brand is important and what it says about you…
1) A Unique Brand Promotes Recognition
People always tend to do business with people they know or brands they trust. Is your brand consistent and easy to recognise? The best selling brands in the world(Nike, Coca-Cola, Apple, Toyota) are also the most recognisable brands…and it’s not a coincidence. Recognition breeds trust, and that’s what your brand should do.
2) A Strong Brand Generates Referrals
Word-of-mouth is the most powerful advertising. When you treat your customers to a beautiful experience from your logo, to your website to how you communicate on paper, over the phone and in-person…your customers will naturally tell other people about your business. But on the other hand, people can’t tell others about a brand they can’t remember.
3) Your Brand Helps You connect With Your Customers
Although humans pride themselves on being the most rational and logical animals on the planet, the decision to buy or not to buy is almost always based on how we feel about the product/service. Shopping is an emotional experience, having a strong brand helps people feel good about engaging your company.
4) Your Brand Represents You And Your Promise To Your Customers
Remember that you are the brand, your staff are the brand, your marketing materials are the brand. If you are running your own business, your brand is an extension of you. Does your brand identity make this representation well? What do your customers say about you?
5) Having A Strong Brand Helps Customers Know What To Expect
Consistency and clarity is very important in your brand. It makes the customer certain of what you’ll deliver every time they engage your business. A clear brand eliminates the possible doubt in your ability to deliver.
6) A Strong Brand Distinguishes Your Business
With many other brands competing for your customers’ attention, it’s important for your business stand out. Your brand must set you apart online and offline. Without an effective brand, your business will be left scraping for the remains after another business with a stronger brand has taken the lion’s share of the market.
Is your business’ brand doing the above or more? Feel free to tell us in the comments, or contact us on any of your preferred social media channels below.