By Posted by christianstudycentre and Community Contributor
Mar 19, 2019 | 7:56 PM
What Is Branding?
For starters, branding is the name, slogan, symbol, or design that people immediately associate with a company. Ideally, it's more than one of these. It helps potential customers tell the difference between your product or service and those of other businesses. Catalog designers and brochure designers use branding throughout their designs to help connect customers to ideas and products.
Why Branding Your Company Is Important
By making a vivid impression on the public, branding your company distinguishes what you offer from the competition's offerings and makes the case that your product or service is the superior choice. It lets the world know what to expect from your business and how you want to be seen. By doing this, effective branding brings in new business.
Let's look at these benefits in more detail:
Branding Equals Recognition
New customers and clients won't come to your business unless they know it exists and have a sense of what it's all about. Branding provides this.
The company logo is a vital element of branding and is particularly important where company recognition is concerned. You want one that's been designed by a professional, is immediately recognizable, and looks good on the printed materials where it will figure prominently.
Branding Promotes Consumer Trust
Potential customers and clients respond positively to a company that uses intelligently planned branding and has a polished, professional appearance. That company looks like it's made up of industry experts, and this in turn promotes trust in its products or services and business practices.
Branding Produces New Business
Effective branding almost always means consumers have a positive impression of the company. This will produce plenty of referral business as people naturally turn to a familiar name they trust. Which is to say, you can depend on word of mouth to bring in new customers or clients.
Branding Enhances Advertising
Effective branding shapes and enhances a company's advertising. It makes it easier to develop integrated, appealing ad strategies and campaigns.
Branding Improves Worker Morale
Employees who work for a strong brand feel more job satisfaction and take more pride in their work. Knowing the brand enjoys a high degree of public recognition and trust makes their jobs more rewarding and enjoyable and promotes a sense of belonging.
You can enhance this effect by providing a branded office with promotional material provided for employees' desks.
Branding Boosts the Value of a Company
A well-established brand means the company itself is well=established and gives it more leverage within its industry. This adds to its appeal to investors, and companies traded publicly on stock exchanges are valued far in excess of their hard assets. Among other advantages, this makes it easier to raise capital for expansion.
The Qualities of Effective Branding
Truly effective branding delivers the message that your company offers the best if not the only solution to a customer or client's problems. To this end, it does the following:
〈 Delivers its message clearly 〈 Establishes the brand's credibility 〈 Engages the potential customer or client's emotions 〈 Motivates the potential customer or client to purchase 〈 Promotes customer loyalty (and thus repeat business)
How to Achieve Effective Branding
Successful branding begins with understanding what potential customers and clients need. Once you know this, you can create effective branding strategies that operate throughout your business wherever it interfaces with the public. Those strategies will enable you to convey who your company is and why it provides unique value to those who avail themselves of its products or services.
Effective branding readily connects with potential customers and clients. They understand what it's trying to say without having to mull it over.
It conveys what makes your business's products or services special and why that specialness matters.
It makes a promise to potential customers and clients and makes clear the values and qualities you want them to associate with your company.
To create effective branding, start by making sure you've defined your brand. Know your business's mission, the features and benefits of your products and services, what if anything people currently think about the business, and what you would like them to think. Then create a consistent voice that reflects the brand and have it come into play whenever you communicate with the world. Also generate a pithy, memorable tagline that clearly expresses what your brand is all about.
Branding Across Multiple Media Platforms
Today's world offers abundant opportunities to promote a brand, and effective branding takes advantage of many if not all of them. In addition to the traditional name, logo, symbol, and slogan mentioned above, you can extend brand recognition through the use of uniform staff dress like T-shirts or polo shirts, promotional apparel like baseball caps or, again, T-shirts, other giveaway items like pens and goody bags, packaging, brochures, catalogs, emails, and reviews.
Additionally, every business needs a website that offers contact information and provides other basic data and answers to commonly asked questions about the business. Mention all professional credentials and certifications either of the company as a whole or of key individual staff members. A blog is a convenient way to provide new content on a regular basis and demonstrate that the company remains a busy, thriving enterprise.
Whatever media you use to promote your brand, details like logos, fonts, and color schemes should remain consistent throughout.
Branding and Customer Loyalty
To generate repeat business, branding can't just induce customers or clients to buy your merchandise or services once. They won't be satisfied unless the branding was honest and accurately and clearly communicated what they could expect. In other words, you must be sure that the product or service will perform as you say it will, that the quality is as good as you say it will be or better, and that the overall customer experience is a positive one.
Effective Branding: Final Thoughts
As you can see from the discussion above, effective branding is a complicated business and perhaps a daunting one for a company focused on its day-to-day operations. Fortunately, though, you don't have to go it alone. Whether you need help with startup branding, small business branding, or even rebranding a business, the experts at the Streng Agency can help. We invite you to contact us today for a consultation.
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