What do you think your customers see when they browse your website, see you on social, look at your logo or read your blog? Every single aspect of your company forms part of the cohesive combination of factors that make up your brand.
Branding is more than the typeface you chose or a simple logo. Branding is an amalgamation of all facets like design, language, storytelling and values. Together, these elements build an experience that tells your customers who you are and how you can bring value to their lives through your products or services.
Branding takes a lot of hard work and time, but it’s not rocket science, it’s a clearly defined process that when followed consistently creates success – and that makes it all worth it. Here are just some of the reasons why branding matters…
Your branding is going to be the first touchpoint that a prospective client has with your company. Whether that’s on your website, through a customer services call, product packaging or experience in one of your stores.
As you probably already know, first impressions are of massive importance. Just like with meeting a new person, interacting with a new brand takes some encouragement and if the first experience doesn’t go well, then you’re unlikely to repeat it. Keeping a transparent and consistent branding message across your business helps to build trust, and provide a positive experience – so hopefully they’ll be back for more.
We live in a day and age where almost every market is saturated, and it can be incredibly difficult to stand out from the crowd. Having the right branding in your business will help to distinguish you from competitors. This is critical to business success – why are people meant to choose you over someone else?
You know that your branding is on point when a customer can walk past a shop with one of your products in it, or see it online, and instantly knows that it’s yours. This is significant because it means that a customer has had a great experience with your product or service, but that your branding was so strong that they were able to identify your company at first glance. Mental and physical availability are essential factors in brand growth. If a customer comes across your product but it doesn’t stand out it’s a missed opportunity. Likewise if you have a great brand that stands out, but they never come across it again. You need to hit both marks – and remember physical availability isn’t limited to bricks and mortar, it can be coming across your brand on social, or anywhere else.
Let’s take a quick think about some of the most recognisable brands in the world: Apple, Nike, Starbucks… These are companies that are globally recognised and this has been driven through clever, consistent branding and marketing. Do you think Starbucks actually makes the best coffee in the world? That’s probably up for debate. So, how did Starbucks become the most recognisable and valuable coffee franchise in the world? Branding.
When a customer has a wonderful experience with your brand, they’re likely to buy more products. However, if they had the same experience and also emotionally resonated with your company “why” or your values, then they’re not just going to buy more products but also go out of their way to advocate on your behalf. If they really connect with your brand, then they’ll be telling friends and family to shop with you and probably even rave about you on social media too.
This doesn’t just go for customers either. Strong branding attracts the right type of employees. If you’ve got a super relaxed office culture, then you are going to get employees that are suited to this type of work environment. Branding runs through everything in your company and if your employees are aligned to your values, and truly aligned to your purpose then they will look after you too, by spreading the word about how proud they are to work for you.
By now it should be a little clearer why strategically thought out branding is absolutely essential. At Tiny Hunter, we’ve helped many businesses to build up their branding from scratch or rebrand entirely, to suit a changing market. Get in touch with us if you’d like to know any more about how we can help you along your branding journey.