What is a brand and/or branding? The short answer: everything.
Your brand is the representation of your business; it is the combined perception of each of your company’s attributes; such as customer service, advertising, website design, logo, reputation, attitude and quality.
To achieve a successful brand, all aspects of a business need to be healthy and working well in tandem with each other. Having one poor aspect such as customer service can ruin the brand of a quality product.To really appreciate how much a strong brand can benefit your business; let’s take a look at the ways your branding can impact your company.
One of the most memorable aspects of branding is visual: the logo. The instant recognition of a logo helps consumers and customers to instantly know who an advertising message is from. Everything from the colours to the font that a company uses in its communications can be used as an advertising branding tool that allows consumers to know exactly who is talking to them before you tell them.
Trust and personality
Trust is a big part of modern-day business; with more and more people needing to trust the values and image of a business before using their services or buying their products. Your brand should be used to build credibility, show that your customer service is effective using platforms such as social media and review websites and that your values and morals are in keeping with their own. People are more likely to buy from a company that they can relate to and that can relate to them; which is why branding includes brand values and tone of voice.
Branding can assist your advertising, but advertising is also a separate component of a brand. Choosing the right mediums and demographics is crucial to ensuring that you reach out enough to be able to expand while still being able to create a lasting impression on your target audience.
Branding isn’t just for your customers, it’s also for your employees. People need more than ‘just work’ to really be at their best; they need to be inspired, have a goal to work towards and clear rules to work within. A brand achieves this by instilling a certain direction that you all want to travel in together in order to reach full potential.
The most profitable companies, small and large, have a single thing in common. They have established themselves as a leader in their particular industry by building a strong brand. Some of the most famous, profitable and successful companies all have huge branding budgets and put a lot of effort into their branding, because they know it works well for them.