Branding is even more important today, as consumers are becoming more time poor, trying to cram more into their day, giving them even less time to plan or think about some of their everyday or less critical purchase decisions.
Implementing effective branding strategies is essential for any business, no matter the size, type of products or services on offer or type of customer. Think of branding as your company’s personality or identity. It’s how you are perceived by your customers. Are you a lower priced, discount store or a prestigious, higher priced exclusive retailer? Put simply, how you communicate your value and key message to the customer is essentially what branding is all about. So how can branding help your business?
Promotes your uniqueness
A strong brand strategy easily identifies your point of difference and any competitive advantage that you have against your adversaries. It can help you demonstrate what your promise, main offer or value is compared to other products/services, whether it’s higher quality, lower cost, more personalised or more convenient.
Easier for customers to recognise your products
Effective branding involves the clear and consistent use of your logo, corporate colours and other unique design elements. It’s usually one of the first things a customer notices when looking at a product, so it’s no surprise that having a strong, recognisable brand can make it easier for customers to find and select your products. Branding can also help your product appeal to specific customer segments via the strategic use of imagery, colours, fonts and wording. For example marketing a product aimed at children will use vastly different branding strategies to products that are aimed at business executives.
Branding helps to convey consistent quality, experience & credibility across your business and product range. Building your brand will build value for your business, especially if and when you decide to sell it! Look at the examples of Coca Cola, Nike, Dyson or BMW. These companies have spent considerable marketing dollars to build their brand through effective marketing and branding strategies, which affect the higher value of their business.
Builds customer loyalty and trust
Branding helps to not only identify and differentiate your products from your competition, it can also help build customer loyalty and trust. Branding helps customers know what to expect from your products in terms of quality, performance, experience and value. Trusted brands may also find that customers are more willing to try a new product that is introduced into the market, as customers already know what level of value and quality they will receive from the brand, based on their experience with existing products. Furthermore, when customers look for a product they may not have tried before, they may find they are more comfortable in selecting a brand that they trust, rather than a brand they may not have ever heard of or used before.
So now that you’ve read how branding can help your business, how do you go about creating a successful branding strategy? Marketing Wing Consultancy can assist and guide businesses to either create new branding strategies or consistently promote existing branding strategies across all communications. By gaining the expertise of an experienced marketing consultant, you can help lift your company’s image, profile and value by building brand recognition for long term success. Find out more about our branding and creative marketing solutions.
Here are 2 Top Tips for Successful Branding…
TIP 1: Keep branding consistent
Consistency is key when it comes to effectively branding your products across all communication channels. Along with your logo, the colours you use, the wording you choose to describe your products and services all help to build your brand in the best possible way, so it’s essential that these remain consistent. What media you choose to advertise your business and the quality of your advertising all help reflect the image you are trying to create and hence build your brand.
TIP 2: Promote your branding EVERYWHERE!
- Social media pages
- Stationery, ie letterheads, business cards
- Marketing Collateral, ie brochures and other printed materials, promotional merchandise etc
- Online advertising
- Company uniforms
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