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  • Writer's pictureLindsay Wilson

What Is Branding And Why Does It Matter?

Updated: Aug 30, 2021

Branding strategies are one of the most important areas of marketing for any company. An effective brand strategy will give you a significant advantage in today's competitive markets and form part of the core identity of your business. But what does it mean to have good branding? And how does branding affect your business?

Strong brands are defined by their visual identities, marketing strategy, and the impression on consumers and minds of people. They invoke a feeling of customer service and customer loyalty, all with a single branding design: this is why your concept of branding needs to be crafted around appealing to your ideal customer.

What Is Branding And Why Does It Matter?

In short, your brand is your promise to your potential customers. Your brand tells them exactly what they should expect from your products and services and set you apart from your competitors and tells them why they should be loyal customers. Strong branding is your company identity; it's who you are. It's also a valuable asset that can explain your core identity as a business

Like everything in business and marketing, you need to develop a strategy to create effective branding. Your brand strategy is the why, what, where, and who. Why are you in business? What are you selling? Where are you going to advertise and communicate with your audience? And most importantly, who are you communicating with?

Strong and consistent branding adds value to your company's goods or services and helps to make your company distinguishable. The most obvious example comes from ones of the world's most successful brands: Apple. They have built a strong branding platform over the years that allows them to charge more for their products because they hold consumer trust and people are more than willing to pay the higher price. And let's be honest, Apple could even be considered a household name.

When going through the branding process of yourself or your company, you want to have a good understanding of who your target audience is. One of the most key parts of successful branding is to gain an understanding of your customer expectations, and the visual identities that will perform best with them.

You can't be all things to all people, so make sure to ask yourself the hard questions. Are your products expensive or high-end, or are they the less expensive and a high-value alternative? Are you currently the innovative maverick in your industry or the more experienced, dependable one? What approach to branding do you want to take and what is the definition of branding to you?

Defining your brand can be challenging and time-consuming, so start by answering these three questions:

  • What is your company's mission statement?

  • What are the benefits and features of your products or services?

  • What qualities and design elements do you want your audience to associate with your business?

Once you've defined your brand, how do you get the word out?

  • Create a stunning logo and good branding design.

  • Develop a color palette and decide on logo placement. Simple and consistent is better than fancy and random. Remember that product packaging is an important addition to your host of marketing tools. Think about some examples of strong branding that have a loyal customer base - how can you emulate them to ensure you provide a similar customer experience?

  • Develop a tagline that is memorable, meaningful, and concise. Make sure that it captures the heart of your brand and will be enticing to your target customers.

  • Integrate your brand into everything. And yes, we mean everything. Your brand should extend into every aspect of your marketing communications: how you answer the phone, what you or your team wear, your e-mail signature, etc.

Branding is definitely complex and can be overwhelming. Your brand is what people remember. The most important thing you and your company can do is to be true to your brand and always deliver on your brand's promise. This is the most powerful approach to successful branding that there is.

Still feeling like you don't know where even to start with the design process?

The Hive Marketing Collective can create a custom, successful branding experience for you and your audience, including everything from your color scheme and fonts to business card layouts and collateral for print media. Let's chat about how we can create a memorable branding experience for all your marketing communications.

Branding FAQ

What is branding and why is it important?

Branding can be simplified into how consumers remember your business. It tells them what to expect from working with you, and helps you to differentiate yourself from your competitors.

What is the main purpose of branding?

The most essential thing about branding is how it helps to establish trust in your business, which leads to customer loyalty.

What problems can branding solve?

Branding can help you gain clarity about your business goals, connect with your customers and understand your own business value.



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