How well businesses fare is largely influenced by their brand and how people see it. Your brand speaks a lot about what your brand stands for, what products or services you provide, and how well you cater to customers. You know your branding efforts are really paying off once your business becomes a household name. For instance, people think of Colgate first when they think of toothpaste or Pampers when you talk about diapers. Then, there’s McDonalds for fastfood and Nike for sportswear and shoes. That’s what you call a really effective branding campaign. When you’ve managed to squish the competition, you can say you really did your best in delivering the essence of your brand.
In all honesty, branding is more than just a popular or catchy logo. A business’s brand directs the company to its goals, motivates the employees, and helps customers remember what your company has to offer. Branding is important to both small and big businesses. It encompasses everything that a company offers. You can only be successful in whatever industry you are in if you got your branding right to a tee.
In recent times, this evolution has continued as brand building has focused on greater authenticity, transparency and empathy. This evolution has been inspired by consumers who have become more demanding of the businesses that supply them of products and services. Gone are the days where branding was considered a marketing activity purely for the benefit of the company doing it.
Not sharing your why? It’s time to start.
Today branding is about being open and accessible. It’s about telling the stories behind the company you’re building and the products you sell. Founders are sharing their “why’s” publicly ever since Simon Sinek convinced us that “people will do business with people that believe what they believe.” Consumers are more picky than ever when deciding the brands they are willing to support.
Nowadays, the brand and the business becomes one. For businesses to come full circle and truly embody the brand of success, entrepreneurs must know in their hearts what they value in their business and communicate to everyone in the company, so they are aware of that and live up to those values in their day-to-day. Even if your marketing and advertising efforts may change, the very essence of your brand will not.
It’s becoming increasingly important to have a strong brand that rises above the crowd. Good branding is no longer optional. In fact, 48% of consumers report that they are more likely to become loyal to a brand during the first purchase or experience. But what is a brand?
A brand creates an expectation and an emotional reaction in your prospective clients.
Think about the brands you most admire. When you see the names and logos of Apple, Tesla or Nike, what expectations do you have about their products (even those you haven’t yet seen or touched)? What emotional reaction do you experience when you see the names and logos of other brands you respect and love? What emotional reactions do you experience when you see the names and logos of brands you strongly dislike?
Branding is the way that we communicate with consumers, differentiate from our competitors, and create a name for ourselves in a world full of great ideas. Some business owners think that branding isn’t important as long as they deliver great customer service or have great products or services. This is rarely the case. There’s too much competition and too many great products and services. Great branding is a differentiator.
You have 50 milliseconds to make a good impression on your potential customers, and quality design will play a major role.
We’ve all heard about how good first impressions matter, whether in school, at work, or in business. The same thing applies with your brand. Consumers can be lifelong loyal customers with the right product and a positive first purchase or experience. But it is not always the case. Along the way, something may go wrong or someone down the line may mess up and change the public’s perception of your brand as a whole. Even if you can always try to erase bad customer experience with better advertising, the damage has been done.
Successful businesses stand out from the competition. But more importantly, successful brands have happy workers. You don’t just think about profits when building your brand. Aside from giving back to society and sharing to the less fortunate when you can, great brands look after its employees. Yours workers are the ones who get in contact with consumers and how they deliver your brand can make or break your brand in people’s eyes.