Marketing has changed significantly over the past few decades, as we are now officially in an era where branding is more important than the merits of the products. It’s not enough to compare the benefits and values of two products, claiming that one is better than the other without taking all the branding elements into consideration. In this article, we’ll go into detail about what branding is and why it’s so important to the modern business. With that said, shall we begin?
WHAT IS BRANDING?
To put it simply, branding is how the general public perceives your business. As mentioned in our previous article on branding, the concept of branding goes beyond the products themselves. It includes every element – the core philosophy, customer support, and visual elements. All of these aspects of a business play a role in creating the identity of the company, which forms the essence of a brand.
With that said, here are eight reasons why branding is so important in the current marketing landscape:
1. PROMOTES RECOGNITION
When it comes time to choose between two items, people tend to go with one they remember. Having a brand will help customers to distinguish between your business and that of your competitor, which will make your products and services more memorable.
2. EMPHASIZES CORE VALUES
Every company has a core concept that is unique to them. These core values can be put in full display in your branding. The people whose viewpoints align with your core values are more likely to become loyal customers that will stay and support your business for many years to come.
3. PROVIDES A GOAL
Having a clear brand identity to follow will allow you to recruit like-minded people, which can help to maintain a positive company culture and organizational goals. Your business will see more long-term success with strong branding because the infrastructure system will be more stable.
4. GENERATES WORD OF MOUTH REFERENCES
Despite all the other fancy marketing tools we have available nowadays, word of mouth is still the best way to advertise a business. A strong branding effort will give people a point of discussion, which will help to get the word out more effectively.
5. ALIGNS CUSTOMER EXPECTATIONS
People often associate a certain quality with your brand, which will provide a standard for you and your staff to live up to. When you can deliver the same quality of service every time, you will be reinforcing this positive idea, enticing your customers to come back for more.
6. ENHANCES RELATIONSHIP WITH THE AUDIENCE
One of the most critical elements of running a business is maintaining a positive relationship with your customer base. This can be done by delivering on your promises, which when done consistently, can help to strengthen your brand identity.
7. HELPS YOU TO STAY FOCUSED AT ALL TIMES
Having a clear goal is essential for a business, as it allows you to stay focused on both short and long-term targets. These goals will guide your actions and provide direction for your business strategy. Having your business goals included in your branding effort will allow you and your team to stay focused, looking to achieve the same objectives.
8. APPEALS TO CUSTOMER EMOTIONS
People buy based on emotion more than they do logic, which is why having some sort of emotional appeal to your branding concept is integral to your business. It helps to increase the sales and conversions of your marketing campaign, which will allow your business to succeed in the long-run.
If you’re looking for help with your branding, get in touch with us today! We’re happy to help.