4 Reasons Why Branding Is The Most Important Part Of Your Business
It’s seems like a no brainer, right? That a lot of people would tend to know or care about this. I mean, you’re here reading this because you’ve somehow come to realize the fact that branding is important for whatever reason.
Something that endlessly surprises me is that a lot of people seem to either not care about it at all, or that a lot more people don’t even know to care about it.
“It’s just a logo. I can get one for $5 on Fiverr.”
“Just pick a color.”
“Is it really worth the time? I’ve already got clients.”
We hear it all of the time. So, we’re going to dive into the basics. Some very straight forward examples and thoughts.
First thing's first. Branding isn’t just your logo and a color scheme. It is everything that the public can see about you and your company/business.
So why should anyone care about branding?
Well, nowadays, before you even have a chance to speak to a prospect, they are going to Google you or your business before they hire you for any services you offer or to buy any of your product.
Why does this matter?
What you have to come to realize is that every single time you interact with potential clients, your brand is being imprinted into their minds. Your image, your demeanor, your intent.
Before you realize it, they are going to be making judgements based on a number of things. What it will all boil down to is whether or not they feel comfortable with not only you, but your business and it’s perceived values.
I’ve brought together 4 areas of interest that you should keep in mind when building your brand identity.
Branding Gives Your Business, a Unique Identity & Marks Your Presence/Recognition
First of all, the old adage is true, it’s not all about looks. However, as humans, we have to take an honest look at how we handle first impressions.
Having an aesthetic that is clean and professional will definitely boost your image and credibility. Also, people tend to associate themselves with brands that they see as an extension of their lifestyle and personality.
With this in mind, being thoughtful about your image and consistency with said image is a must.
Thinking about this will allow you to tailor your branding and your message to the right people. Which leads me to my next point...
Branding helps increase your impact: what do you look like from the outside?
Everything you do will create some sort of emotional response from anyone who sees your brand. Everything from your font choices, the words you use, the colors. The tone of any video that you make. The verbiage in that video. EVERYTHING.
The goal of your branding should be to invoke a positive thought or feeling from people when they come across it. You want them to become so emotionally invested in your business that they can’t help but to buy from you or hire you.
Take Coca-Cola, for example. They are constantly associating their brand with good feelings. All of their commercials, their text, who they sponsor…
Literally everything they do is focused around good, wholesome moments.
By considering this when developing your brand, you’ll likely see an increase in recurring attention from clients that will then lead to a more predictable income flow.
When people start trusting that your brand will have the same values consistently in the years to come, they’re more likely to stick around for the long haul and not be a one-and-done client.
Think about Tesla. It can be debated that they do not just have customers, they have followers.
Builds loyalty, trust and sets expectations: Gives You Direction & Values
I’ve said it before, branding is not just a logo, a name, marketing strategy or visual presence.
Branding is an emotion, a feeling, an intuitive turn in the gut that you can evoke into someone when talking about your company, business, or professional efforts.
You do this by not appealing to the rational side, but to the emotional side. It’s simple. If people don't know who you are and what you represent, they won't do business with you.
When you can directly reach a group of people that fit with your customer profiles and indirectly let them know that they share the same set of values and love of the same things, you’ve got the right idea.
It’s about emotions and how your customers and clients feel about you and your products or services. It’s not the same as marketing. That is about numbers. There is definitely some overlap and both are imperative.
The thing to keep in mind in today's world, is that how you make people feel, can make or break your business.
Branding helps you establish a strong image of your business allowing you to stand out from the competition
With branding, it all seems to come right back to feelings, right? Yes, and as expected, the same rings true whens trying to stand out in your niche market.
Humans are an analytical bunch. We make calculated decisions and take calculated risks.
More often than not, though, we are instinctual. Operating off of gut feelings and putting quite a bit more weight into what our subconscious self has to say than we even realize.
Playing to this subconscious tune will help you find your voice in your niche landscape.
People who have been through the ringer are no longer trying to find the cheapest option. Nor are they looking to break the bank. The only thing they want is a company that aligns with their values and is going to treat their business with as much passion as they do.
Positioning your business to relay to your potential clientele that you understand their needs will be priceless to your brand and imperative to standing apart from your competition.
If you’re not sure whether or not you’re hitting the mark with your branding, put yourself in your clients shoes. Have a look at your company and find out what feelings it stimulates in your customers. If you don’t like what you come to find or expect better, consider a different approach.
Knowing who and what your company is at its core and sharing the value and values you bring to the table for potential clients is only going to help it grow.
In the end, is building a strong brand and following through worth the attention, investment, and hustle?
I’ve gathered a few quotes that give some unique perspective when it comes to this subject. Enjoy :)
Your brand is what other people say about you when you’re not in the room.
Jeff Bezos, Founder of Amazon.com
Your premium brand had better be delivering something special, or it’s not going to get the business.
Warren Buffet, CEO of Berkshire Hathaway
Too many companies want their brands to reflect some idealized, perfected image of themselves. As a consequence, their brands acquire no texture, no character and no public trust.
Richard Branson, Founder of Virgin Group
If people believe they share values with a company, they will stay loyal to the brand
Howard Schultz, CEO of Starbucks
For better or for worse, our company is a reflection of my thinking, my character, my values.
Rupert Murdoch, Founder of News Corporation
I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.
Maya Angelou, Writer, poet, civil rights activist