If we were to define branding without using any marketing jargon, we would say branding is how you set the image of your brand! This brand image is important because it makes your business look unique to your customers. In the long run, it isn’t your products, but your brand name that makes your business successful. People search for brands and not products in their customer journey. However, most people think branding roles are limited to designing a logo and drafting an attractive tagline. It is much more than that.
Marketing gurus like Philip Kotler say branding is about how your customers perceive your brand. If you are planning to start your business shortly, you should consider investing in your brand. You could invest in your personal brand or in one that is about your company or product. Read this article to understand how branding is important for you or your business.
1. Branding means recognition
Look at Coca Cola, the iconic beverage brand from the United States. It is recognisable in all corners of the world. No wonder, Coca Cola is also one of the most active brands when it comes to revamping its image. To understand how crucial branding is, we don’t have to look so far from home. Let’s look at an Australian e-commerce site, Gorman. Launched in 1999, this iconic brand is now recognized all over the globe. All thanks to its refreshing branding campaigns!
2. Standing out from the crowd
Branding is also important because it sets you apart from your competition. When you launch your brand, you also define certain values for it; values that are unique. Let’s take the example of One Teaspoon. It’s a relatively new brand and was launched only in the 2000s. What sets One Teaspoon apart from the rest is its name! Most people new to it would think it’s a tea or a sugar brand.
No, rather One Teaspoon is a clothing brand. Thanks to its unique name, One Teaspoon enjoys a top of the mind recall. However, it’s not necessary to go for a unique name always. The unique element of your business could be your products, your packaging, or your advertising. Just find it, and leverage it to stand out. You could take help from professionals such as BrandMatters, who’ll give your brand success a kick-start.
3. Branding means creating value
When you are a brand, you are in the business of creating value. Customers buy your product because of your brand promise and values. When more and more people believe in your core values, you create a rapport with the masses. Ask any marketing expert, it is this relationship that sustains your business over a long haul.
4. Branding is about trust
As stated above, branding is not just about creating a beautiful logo. Brands are largely about trust, and customers prefer those which have been trustworthy for a long period. Newer brands struggle with recognition for the same reason. It is trust that sells in the market!
5. Branding takes you closer to people
Great brands draw customers to themselves; however, the greatest ones actually reach out to their customers. Brand managers know that it is not enough to promote their brands for market shares. There is a greater purpose behind the brand building. Some phenomenally successful brands like Telstra reach out to communities beyond their target audience. This way, they are becoming socially responsible. No wonder, Australia’s favourite Telecom Company Telstra is evaluated at $143 million.
6. Brands generate referrals
Let’s say you are wearing an Alice McCoy dress to your friend’s wedding. It’s a great dress you are wearing and someone asks you, ‘hey, what brand is it?’ This is the moment that all brands are waiting for; they want their customers to become their brand ambassadors as well. This happens with good quality products, and successful branding strategies backing the product!
7. Brands add business purpose
When you build a brand, you are instilling purpose in your organization. Your staff works as an extension of your brand. Your employees become conscious of the fact that the success of the organization depends upon their individual success as well. An efficient employee branding strategy can give your organisation a purpose.