Branding. A word we’re probably all familiar with, whether you come from an advertising or marketing background or not. But do we know what it means exactly and how important it is to the success of a business?
A business’ brand can in some ways be compared to a person’s appearance. Before a word is spoken it’s usually what we form our first impressions of and that can often be subconscious.
We’ve all done it and if you think back you can probably put your finger on the last time you made a first impression of someone or something based on appearance.
If you sit now and think about a number of different brands in your head; Nike, Apple, Nestle or BMW, you’ll have opinions and impressions of each of these brands based on what you know of them and nine times out of 10 that will have come from the first time you laid eyes on their branding.
Aesthetics trigger thoughts and emotions in our head and can control what we’re impressed by, what we’re not so impressed by and how we perceive a product.
Marty Newmeier said: “A brand is a person’s gut feeling about a product, service, or company” and we feel that’s a great way to start. So now we’ve gone over the introduction, let’s get into it…
What Does It Mean To Have Good Branding?
When we talk about branding, we’re talking about the logo, design, symbol, colour themes and much more. When creating a brand, it’s important to aim for something that will stand out in the marketplace and look to create a life-long partnership between your company and your clients.
Branding is such an important part of the business, as it gives your company character and also ensures that your business is appropriate for the services that you provide.
When you’re thinking about your branding, you need to think of the potential clients that are going to join your company, how the colours and design of your environment will impact them and how it will make them feel.
Basically, apply the same principles to what we discussed earlier that you yourself are influenced by and project that on to your desired clients!
These days, clients are ambushed with an infinite amount of choices and this means your business needs to stick out and you need a unique way to connect with your future clients. Getting that branding just right is a major step in the right direction.
So why is it so important that your brand aligns with your purpose and personas? Well…
For a brand to stick out and survive, it’s crucial for the business to align with its purpose and personas and live through their core values.
These are the fundamentals for differentiating your brand from every other similar brand out there. Using your purpose and personas correctly drives customers to your door.
When we talk about the purpose of branding, we’re talking about the way that a company is presented to the world. That covers everything from a logo, colour scheme, website design, font choice, business cards and even what’s presented in your office space or meeting space with clients.
It’s important to be mindful of your company’s persona when you start this step, though. If your persona is hip, young and trendy, then it goes without saying that branding should reflect this.
So if we were to consider that audience in particular, we’d maybe go down the path of a fresh and clean colour scheme and perhaps a minimalist design on the logo.
But really you should keep in mind that this is also about having fun. The cool thing about branding is it’s your chance to be creative! You’ve got a great opportunity to mould people’s opinions and perspective of your brand so embrace the challenge!
You probably get the message by now that branding can be the make or break of your company. Get it right and tailor it to suit your targeted personas and you’re on to a winner.
But miss the mark and you could struggle to make a connection with the people you hold most valuable.
It’s important to consider that it takes 0.05 seconds for someone to make an initial judgement. So if your logo and website is so badly presented that it doesn’t give a striking impression or create a great feeling about the services that you’re providing, then you’re at risk of selling yourself short at the first stage of interest.
But on the upside if we present a well-branded face of a company then you’re more likely to keep your clients interested, giving you more time to gain their focus.
To wrap up, every business wants its clients to trust them. Establish a mutual connection and not only will you get more sales but you’ll also prolong the lifetime value of your customers.
Remember, though, that these things don’t happen overnight and keep on track with your company’s promises over time. That way you’ll be on track to becoming a go-to provider in your industry.
Happy branding all and have fun!