What in the world is branding and why is it important for your business?
Branding extends far beyond just a great logo with a catchy company name, although in the past, that is often how branding was defined. Today, branding is everything and a little more complex and evermore important for marketing your business.
A brand encompasses how people feel about your company based on your service, image and reputation in your industry. These parts all need to work together in order to put your best branding foot forward. There are four essential aspects that must be considered when crafting a branding experience:
1. Consider Your Brand Purpose
It is essential to consider what your brand’s purpose is within the target market. It should clearly deliver the message your business is wanting to convey; it should confirm the credibility of your company; it should make the target market feel something in relation to your product or serve; it should create loyalty within your customer base; and, it should motivate potential leads to buy into your brand.
If you don’t know where you’re going, it’s hard to know how to get there. Establish the purpose of your brand early on for ease in creating the branding experience in its totality.
2. Understand Your Customer
While considering the purpose of your brand is essential in successful branding, understanding your target customer is just as important. To succeed, it is vital that your business understands the desires and needs of your ideal customer and potential leads.
The key to this is research, and then convincing your customer base to identify with your brand. It sounds tough, but think about your business and subsequently, your brand, as a person. How does it describe itself? What social circle does your brand run in?
Answer these questions and then you will understand how your brand relates to the customer. As people relate to your brand and identify with what it stands for, your business will remain fresh in the minds of customers. When this happens, you have successfully created a branding experience that will allow you to influence some of your customers’ experiences and perceptions.
3. Ensure Cohesiveness in Branding
Cohesiveness is key in creating a successful brand experience for your customer base. The most successful companies communicate their brand to their customers across every touch point, resulting in constant brand reinforcement that psychologically creates brand loyalty and repeat customers.
The easiest example is maintaining a recognizable theme across all of your literature, business cards, promotional items and websites. This includes speciality design items such as apparel, trade show items and festival booths. All of these items need to come together to create a universally cohesive brand experience.
4. Build a Strong Branding Foundation
Branding is the foundation on which you can successfully build your marketing strategy. Without it, your entire communications plan can crumble in an instant. You want to have a strong branding experience, as it helps to carry business objectives and align a marketing plan with that strategy.
The effectiveness of a branding strategy doesn’t end once the purchase is completed, but it continues to be an experience for the customer after the buying stage. You want to create memorable deliverables and marketing materials that, when coupled with experience, result in customer loyalty.
Your branding sets expectations for your customers. You want them to know what kind of experience they will have from start to finish, and good branding helps build the foundation for the entire customer experience.
The heart of branding lies within something that your business promises to deliver to its target market. It tells potential clients who you are, what you stand for and what value you can offer them. Being able to fulfill promises at each stage of the customer relationship is key to success.
The market is continually saturated with branding that consumers encounter on a daily basis. Consumers have expectations of an experience when they make a selection, so make sure you offer a great branding experience for your customers.
Need help? We’ve got you. Learn more about how we can create a brand experience for you by calling 281-693-5372.