Why branding matters
Updated: Nov 4, 2020
Your brand is your commitment and promise to your customers. Every aspect of your company says something about who you are and what you offer. Branding is essential for every company to set itself apart from the competition and define its mission for customers and employees. Your brand is a specific combination of logo, words, type font, design, colors, personality, price, service, and other elements that convey your brand to your target audience. This is why it is crucial for you to be consistent and cohesive across all your platforms and be as transparent as possible with your customers.
It Builds Loyalty
Competition means products and services can have limited life cycles, but brands can last for a long time. Your brand can adjust to the market if managed and designed with longevity in mind. To form a bond with your customers, your brand needs to be transparent and authentic. Without a good branding strategy, companies will not be able to express their nature to their customer base, which is necessary to build a bond. Customers are more likely to care about a brand when they understand the direction of the company and "buy-in" to the feeling the brand portrays.
It Encourages Employee Advocacy
No matter how much money you spend to build your brand externally, one customer's interaction with an employee who can't articulate what your company stands for can lay all investment to waste, which is why investing in internal branding is crucial for the success of your company. Smart hiring, comprehensive training, and regular monitoring can help empower and motivate employees to become "brand ambassadors, " regardless of their position and how much or how little they interact with your customers. This is especially important on social media, where customers have the opportunity to communicate directly with your company and employees.
It Improves Marketing Efforts
With a clear company message and identity, branding makes the job of the marketing team easier. When a strategic marketing plan is developed, your brand serves as a roadmap to understanding the purpose of your critical business objectives. It enables the marketing team to align the strategy with those objectives. By creating great content that matches your brand, you will have developed materials that can be used by your sales team to support customer needs and improve your customer acquisition efforts.
It Allows for Higher Price Points
Due to their great branding efforts, companies like Apple and Starbucks have become very desired brands in their target customers' eyes. In addition to quality products and services, investing in your brand will set you apart. Simon Simek said it best when he told his audience that "people don't buy what you do; they buy why you do it. And what you do simply proves what you believe." If your company can be transparent about why you are doing what you do, your customers will not be afraid to spend a little more on your offerings.
It Generates New Customers
The most profitable companies, small and large, have one thing in common: they have built a brand that identifies them as leaders in their particular industry. Strong branding generally means there is a positive impression of the company amongst customers, and they are likely to continue doing business with you. Once your brand has been well-established, word of mouth will be your company's best and most effective referral technique.
Your brand needs to be embedded in every level of your company. When your organization is clear on the brand and can deliver its promise, you will see incredible results while building brand loyalty among your customer base. At 150birds, we are here to help you develop your brand identity and personality to increase your customer base and build a community around your business. Make sure to check out our services to see how we can improve your business and book a call to get started with your marketing team.