There is a whole world of elements when it comes to branding. So, before we delve too deep into all the various reasons why branding is important for your business, you need to make sure you know exactly what branding is.
What is a brand?
Your brand is the outward image of your overall business. It is how you are perceived by your customers and should be a reflection of your company values. Essentially, it’s the way you project the underlying personality and qualities of your business.
This is why it is so important to one), have a brand, and two), to have a strong brand!
Visual wise, your brand can be made up of your company logo, website, and brand colours. However, another very important (and often overlooked) aspect of your brand is communication, how you communicate with your customers, suppliers and contacts. Whether it’s the way you create memorable in-store experiences to utilising social media channels to encourage engagement in an innovative way.
So what are the benefits of branding?
Firstly, your specific brand is what sets you apart from your competitors in the market. While there may be plenty of businesses that do what you do, your own unique brand helps showcase your specific selling points.
Secondly, a strong brand means people will talk about you! Beautiful designs and emotional connections? Apple. Marking the start of Christmas? Coca Cola. Social media conversation starters? Innocent.
Apple, Coca Cola, and Innocent are examples of global companies who we’re all familiar with as they demonstrate strong branding. These companies have managed to build up a strong brand image, which all their marketing and communications stay true to, leaving a lasting impression on all those who cross paths with the company.
Lastly, branding isn’t just outward-facing. It can also help give direction to your staff as to how you like to do business. If staff know the company values and overall business goals which need to be adhered to, they can ensure these are achieved and even surpassed.
At some stage, you may feel your current brand no longer fits with your overall business values or where you see it heading in the future. If that’s the case, maybe it’s time for a brand refresh?
There are plenty of well-known businesses who have rebranded to reflect their evolution over time. You only have to take a look at Apple’s first logo and compare it to today to see a great example of this!
However, a rebrand isn’t something which can be done overnight. It’s not as easy as changing a logo.
An effective rebrand starts with a clear understanding of where the business is heading, how it’s currently perceived and how you want people to perceive you in future.
Once you have these vital insights, you can start to craft a new brand to reflect and help you achieve this.
If you need help with your next branding project, we have plenty of experience – in fact we have twelve years worth!
If you’re looking for an agency that can help you with both branding and rebranding, get in touch! Call the office on 0161 850 0565 or email firstname.lastname@example.org.