It is great to have a recognisable brand. A clever name or a logo with a catchy strapline that people can remember you by. However, there is actually more to a brand and its benefit than just a clever name. It is actually one of the best ways for expanding your business and ensuring you get the success you want. Although you may realise that it is important to have a brand, but have you ever wondered why? In the following post, we look into why professional branding is essential to any future success.
Helps Your Customers And Clients Recognise Your Company, Services and Products
Branding is everything that your company is about and stands for. It is what helps people identify your business. Successful branding can be achieved in a number of different ways, such as:
- Visual identity of the actual brand – for example, colours, website and logo
- Communications and advertising
- Design of products and packages
- Partnerships and sponsorships
A good way to understand the potential of branding is to view it as a person. Each individual person has their own story to tell, characteristics, friends, values, communication methods, dress sense and personality. These are the things that make each of us stand out from other people.
It Sets You Apart From Your Competitors
Generally speaking, customers and clients do not have relationships with products or services, the commitment and loyalty they have are towards the brand. Take, for example, bottled water as a product. If bottled water did not have a particular brand, customers would just buy any water regardless of who provided it because they all look exactly the same.
But when you use branding you make products different from each other and is the reason consumers will choose your bottled water over others. It isn’t even anything to do with how it tastes, it is because they are loyal to your brand and relate to you more than others. When it comes to law firm branding for instance, for your practice to be more successful than others out there it needs to connect better with your target market.
You Can Connect With Your Customers Emotionally With Branding
If you are looking to build trust with your target audience, branding can help you achieve this. There are a number of different elements to branding and your company values are one of them. When these values are incorporated into your brand and part of it, they help to create an emotional connection with your audience and how your company’s branding makes them feel.
Take, for example, a company like Nike. People purchase Nike shoes because it makes them feel like they are unstoppable and trendy. Nike has specific values they stand for and they communicate them effectively. Emotional reactions play an important part in why people buy what they buy.
Branding Makes Your Products and Services Easy To Choose Because They Know What To Expect
Successful banding gives your customers reasons to part with their money for your services and products. When you communicate a clear brand promise and deliver on it consistently, you will establish a loyal customer-base. Strong brands are often seen as shortcuts in the customer purchasing process because of this. A brand experience that is positive combined with a clear and consistent offering will put your customers at ease because they know what they are going to get each time they engage with your company and brand.
Branding Attracts High-Quality Talent
Employers use branding effectively to attract high-quality talent to their company to secure the best employees out there looking for work. It helps your target audience to understand fully why they should work for your company, in a way that best shows your business as somewhere they will want to work.
Google is the perfect example of a brand that attracts great employees and most importantly, keeps them. They have spread information about the various perks Google employees get all over the web, so everyone knows about free meals, nap pods and the possibility of international careers with the company.
As you can see, we have covered five very good reasons why branding is the key to the future success of your company or organisation. There are other reasons why branding deserves your attention, time and effort but we feel we have highlighted the most important.