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Why does branding matter? Well, can you run a business without a brand? Sure. But will you be memorable? Will you last? Without a strong brand, the odds aren’t in your favor.
Branding matters not just for vanity or for aesthetic reasons. It matters because the business paradigm has shifted (and continues to shift). Old channels of communication aren’t as effective as they once were, people’s expectations have changed, and as a result the walls between businesses and people are breaking down. Transparency, trust, and connection are the secrets to longevity—and it’s difficult to cultivate those without a brand.
Building a brand takes work, but it has a tremendous payoff, now and later. From being able to charge premium prices to cultivating loyalty, here are the key ways in which having a brand helps your business.
It goes without saying that pretty much every market everywhere is full of tough competition. Marketing is tougher than ever, too. With so many channels, it’s harder and harder to be seen and heard. Branding is the secret to cutting through that noise. With a unique identity, reliable content, and a strong presence, it helps you stand out from competitors.
In the last decade or so, we’ve seen a huge shift in marketing, from interruption marketing—the one-way conversation of advertising—to engagement marketing, which is all about interaction, connection, and relationship building.
To find and attract the people who will become loyal, lifelong fans, you need a strong, authentic brand identity. The more you show them who you are, the more they will support you, especially when your values align with their own.
According to the 2018 “Global Consumer Pulse Research” report by Accenture:
63% of surveyed global consumers prefer to purchase products and services from companies whose purpose reflects their own values and beliefs.
62% say their purchasing consideration is driven by a company’s ethical values and authenticity.
Branding is the best way to show them who you are and what you care about. The more transparent you are, the stronger your identity, the more people will gravitate to you—and most importantly, trust you. That trust is the key to building a lasting relationship.
Why are you willing to shell out more for Nike shoes or Apple products? It’s not just because they’re cool. It’s because they’ve created a premium brand experience, from their advertising to their packaging.
People know what to expect with a well-branded product or service. If you deliver on your brand promise at every touchpoint, people will be willing to pay more.
Trying to connect with the people who will eventually use or buy your product or service is a crucial part of any healthy business, but there’s something else that greatly influences your success: the people who work for you. A brand doesn’t exist alone. It’s a living, breathing entity formed by the people who work for it.
Building a brand doesn’t happen overnight; it’s an ever-evolving process. But there are steps you can take to get yourself on the right track and make sure your priorities are correct.
Start with your brand strategy. You need a strong foundation to build upon, and a brand strategy gives you just that by helping you identify your values, goals, and more. If you haven’t completed a brand strategy, here’s our guide to do it.
(Re)align your content strategy. Your content strategy is technically part of your brand strategy, but in many organizations content strategy is misaligned. Every piece of content you create is an opportunity to share your brand story and support your goals, so make sure everything you do directly ties to your larger brand strategy. For more on creating a content strategy, find out what you need to include in yours and how to get it on paper.
Create a visual identity that reflects your brand. A visual identity is another tool to communicate, so make sure yours includes everything you need. Use our handy checklist to design a comprehensive identity. If you think you need a rebrand, here’s how to know if you should do it or not.
Refine your brand messaging. You need cohesive messaging to tell a powerful brand strategy. Try this framework to make sure you’re telling the right brand story.
Tell stories that matter. Customers are people with their own thoughts, interests, desires, fears, and feelings. Focus on creating a brand experience that taps into those feelings, whether you’re helping them solve a problem or enhance their life. To start, here are a few ways to share your brand story.
(Adapted) Article by Katy French – www.columnfivemedia.com
