Branding - Why Does it Matter?
Did you know that, on average, it only takes 7 seconds for to make a first impression?
This first impression can be the make or break for your company or product. Good branding can be the difference in retaining interest after this initial impression.
What is a brand?
A brand is the way in which a product, company or even an individual is perceived by those who experience it.
A brand is not to be confused with a logo - branding goes further than an aesthetic, it evokes feelings from those who experience it. The way you respond to customer emails, your website content, your social media interactions… they all make up your brand.
A brand exists in the mind. Simply put, brands are perceptions.
Why does a good brand matter?
A good brand results in a positive perception of your company. Branding is not only vital in attracting new customers to your business, but also imperative in retaining them.
If your brand invokes good feelings and experiences with the customer, they are more likely to want to work with you or buy your products. They will also keep coming back!
What can a good brand do for your business?
A brand has the potential to be one of your company’s greatest assets. A strong brand increases the chances of customers choosing your product or service over your competitors.
If the brand is strong enough, chances are customers will be willing to pay a little bit more than competitors. Apple is an excellent example of this.
A strong brand creates devoted and loyal followers.
What do you need to consider when creating a good brand?
Firstly, consider the visual identity of the brand. The visual identity consists of your logo, colour scheme, typography and photography. These visual elements must be consistent across digital and print media, to ensure the brand identity remains conhesive. Your visual identity should help your company stand out while effectively representing the defining characteristics of your company. The visual identity should communicate the essence of your brand without using words.
Secondly, alongside the visual identity, a good brand also has a strong verbal identity. Across all media, use a connected system of words that convey your brand’s voice and tells your story. The verbal brand is effectively your voice that can humanise a brand and allow people to identify with it.
If your visual and verbal identity is consistent across all forms of marketing and media, your customers will instantly recognise you in a crowded market.
