What is the Importance of Branding?

A common misconception is that branding is just a logo and a slogan to go with it, however, it actually goes far beyond this. While these are important aspects, branding actually involves all elements of a customer’s experience with your business, from your logo and your website to your social media accounts and your customer service. 

Put simply, branding is the way in which your customers perceive you when they hear your name or see your logo. This includes everything they know about your brand, such as the colour of your packaging and what your logo looks like, to the emotive elements and the way your brand is associated.

So, why is branding so important? Below are our top five reasons why a strong brand can be so beneficial for businesses.

Branding promotes recognition

Effective branding can help to promote recognition of your business and through a consistent and recognisable brand identity, you can actually make consumers feel more at ease purchasing from you. People like things that are familiar and if your brand is remembered as a quality provider of a product or a service, then you’ll be able to encourage repeat business as people are likely to choose your product or service again. 

Branding generates new customers

A strong brand image not only increases your recognition, but it can also be extremely effective for generating new business and attracting more customers. Strong branding creates a positive impression of your company amongst consumers in your target market. This means that more and more customers will choose to shop with you because of the familiarity and favourability of using a name they know and can trust. 

Additionally, with an effective branding strategy in place, word of mouth marketing will quickly become the most cost-effective and successful form of advertising for your business. 

Branding harnesses the power of emotions

Effective branding works by grabbing the emotional attention of your target market. As humans, we like ideas, stories and concepts that touch the emotional nerve in us. Therefore, by creating a story behind your brand, you’ll be able to humanise and personalise your business and form an emotional connection with your customers. This emotional connection can go a long way to pushing consumers one step closer to making a purchase.

You can find out more about brand storytelling here.

Branding helps you stand out from your competitors

In today’s highly crowded market place with increasing competition emerging due to advances in technology, it is crucial you make your business stand out from the crowd in order to prevent losing your existing customers and to attract new ones.

By establishing your brand and its credibility, you give your customers a valid reason to consider you before looking elsewhere. 

Branding sets expectations

Strong and consistent branding allows your customers to know what they can expect each time they shop or interact with your business. Having a professional brand can help to increase your number of customers and sales through building credibility and trust amongst consumers. After all, most people are going to favour a business that has a professional and authoritative brand. 

Strong branding generates referrals

People love to chat with each other about the experience they’ve had with companies, whether it’s through discussing their favourite clothing shop or the experience they had with an online business.

Research has shown that 92% of people trust recommendations from friends or family. Therefore, through establishing a strong brand which resonates with your target audience, you’ll be able to significantly increase the number of referrals you receive as well as unleashing the power of word of mouth marketing. 

Closing thoughts…

In today’s highly competitive world, branding is extremely important for business success. However, an effective brand won’t just manifest and resonate with consumers overnight. Building a strong brand image is a result of careful planning, development and growth. However, it is clear to see just how beneficial branding can be to businesses.

See how we helped Singletons & Co

Singletons approached Workhouse to update their brand identity to position them strongly in new markets and push the heritage of their artisinal cheesemaking. Find out how we helped them.

Read our case study