Brand building is perceived as a complicated task, and most business owners are so engrossed in day-to-day business operations that they never even consider the brand identity they are projecting. Many don’t even know what the word “brand” really means.
So, what is a “brand?”
(Hint: It goes beyond having a memorable logo.)
It’s EVERYTHING! A brand identity is the way you define your business to yourself, external audiences, and your employees. It embodies the core of what your business is and what you value. It’s your tagline, your advertising messaging, your store’s signage, your employees’ uniforms, the interior design of your office, the way your customer service team interacts with customers, and so much more…
Why is branding important?
Using the power of emotion, a strong brand identity will help acquire customers, motivate employees, and build credibility!
Let’s take a further look at the important ways brand building can impact ALL businesses:
1.) Brand Building Taps Into the Power of Psychology
A strong brand image will influence your current and prospective clients’ response to your products and services. It is essential your business’ logo and graphic identity align with the attitudes, aspirations, and needs of your target audience. Many elements of design—colors, shapes, patterns—evoke different emotions in different audiences. For example, a red logo will have a different connotation in Russia than it will in the United States. This is why customer research is a critical first step of any brand development!
2.) Brand Building Increases Awareness
Fact: Businesses that are well branded stand out!
Consumers are constantly bombarded with marketing. It’s only when they emotionally connect with a piece of messaging that they take notice.
And what types of businesses drive that connection?
- Businesses that have a strong understanding of who they are and the audience they’re looking to serve
- Businesses whose brands clearly communicate why they’re better or different from the competition
3.) Brand Building Generates Trust
A professional appearance is important in establishing credibility. Consumers may think twice about doing business with a company that appears unpolished or illegitimate. Like we mentioned above, emotional reactions to the look and feel of a brand are hardwired into our brains, and those reactions can heavily influence buying decisions.
4.) Brand Building Creates Customer Loyalty
Consumers (especially millennial consumers) are attracted and loyal to brands that share their beliefs. When developing your brand messaging, it’s important to communicate your values to help build that emotional connection with your target market. Allegiance to a brand can often last a lifetime and is many times passed down to children and grandchildren.
5.) Brand Building Boosts Employee Morale and Job Satisfaction
If an employee works for a business with a highly-regarded reputation, and they feel strongly about the business’ mission and values, they will take pride in what they do and feel more satisfied with their job. They will also likely tout the company and the work they do to their family and friends! Branding tip: Providing employees with promotional merchandise is an easy way you can strengthen your brand!
Developing a strong brand identity requires a great deal of discipline, but it can be your business’ most valuable asset! What benefits has your company seen as the result of a rebrand? Let us know in the comments!
To learn more about brand development, click here.