Branding is everything
With businesses sprouting everywhere, the need to create a brand that stands out has never been more pertinent. There is fierce competition giving customers a wide variety of options to choose from. Branding is important because not only is it what makes a memorable impression on consumers but it allows your customers and clients to identify and distinguish your product from other products and services.
It is a way of differentiating yourself from the competitors and clarifying what it is you offer that makes you the better choice. Branding is a marketing practice of creating a strong, positive perception of a company and its products. It’s a fact that poor branding can mean bad business. It can give people a bad view of your company and negatively affect their experience. Branding is an expression of who you are as a company — your values, your integrity, and your mission. Brand management is vital to your company’s success because poor branding can cost your company in terms of perception, trust and growth. Poor branding can give consumers the impression that you don’t care about their needs and cause your business to be seen as careless. For example, poor packaging and customer support can lead to the perception that your company is careless and doesn’t pay attention to detail. Poor branding can also lead to the perception that your products are of poor quality. If your company’s branding is inconsistent or associated with poor quality or a bad customer service experience, it can lead to a loss of business and damage to your reputation. When companies do not present themselves in a professional way, and there is no social proof that their products and service are quality, prospective clients will not trust that company and hence no patronage
Poor branding impairs recognition while your logo should not be the end of your branding efforts, you should still invest in a professionally-designed and memorable logo. Your logo should give the desired impression of your brand so when people see, think and feel what you want them to. Think about it, you can’t tell your friend about the lovely footwears you just bought if you can’t remember the brand. Poor branding dampens marketing efforts, can your remember that vendor you had a horrible experience with and told your family and friends. No matter of marketing effort would make them willingly trust that brand because of the ugly first-hand encounter they heard of. Branding is one of the best ways to get a referral or word-of-mouth business, but if it is your business is poorly branded then the reverse is the case.
Now that you that it is important for your business to be properly branded, don’t let poor branding lead to bad customer patronage, here are a few tips to guide you:
1. Always Have Your Customer in Mind
Your brand must align itself with your customers’ needs and wants. When starting any branding campaign, always have your customer in mind.
2. Create Messaging That Illustrates Your Value
Create a direct and simple message of WHY your brand should matter to your customer. Most consumers don’t have the time or inclination to figure this out on your behalf. Your brand must create a story that answers the question, “why you?”
Give consumers a reason to care and feel something about your brand, they will have a reason to buy. Most people make purchasing decisions based on emotions, not logic, so create an emotion in your prospects every time they see your brand. By establishing yourself as a brand, you can deeply connect with customers, employees and the general public. This connection is a gradual process which happens with time, but it starts by establishing a good reputation, letting your audience get to know you and ultimately finding memorable ways to communicate.
The most successful businesses are the ones who have stood out in their industry by creating a strong brand. And, when these businesses focus on building valuable customer experiences, they easily transform customers into brand ambassadors.