Within the business world, ‘Branding’ is a bit of a buzzword. It sort of means everything, and nothing at the same time. It’s a kind of ethereal amalgamation of everything that a company is and does. It identifies the company, it steers the perceived character of the company, and builds confidence in products produced by the company.

In today’s digital generation, having a strong Brand is even more important to businesses and companies as it helps them stand out amongst the myriad other competitors. If the eyes of the world are looking elsewhere, your business is going to be overlooked.


Why then, as a Business Leader, should you consider your Company's Brand? 


Right here at the start, it’s probably worth mentioning that Branding is more than just a logo. The logo is perhaps the most visual and clear side of the branding. It’s the image that people will think of when they talk about your company. But Branding is more than just the logo. Branding is everything that you do to make an impression on your ‘Target audience’. This might include your company’s Culture, the style of decoration (if you have physical premises), the language of communication, the Community Projects you support etc. Out of all of this, a personality is created. That personality is your company’s Brand. It’s important that you’re proactive in creating this, because otherwise the world around you will create one for you, and I can promise you that it won’t be the same as what you were aiming for. 

As the Logo is the most visual aspect of your brand, it might be a good place to start. The logo should be a simple, clear image which portrays an element of the company’s culture. Just as an example, a business predominantly for Students and Young Adults may choose a logo which is loud and energetic, whilst a more conservative organisation may choose something more professional and reserved. Consider what might best represent your company, remember… When someone thinks of you, this is going to be the first image they’ll think of. 




Pro-Active Leaders are always thinking about their company’s culture. What attitudes are they building amongst their team and how does this impact the success of the organisation. This is because Culture spreads and permeates to those around the culture carriers. For example, if a customer finds a shop particularly welcoming, it’s because there is a Leader modeling a Welcoming attitude. If a company has a feeling of excellence, it’s because the leadership have developed that amongst their teams. Culture is as much a part of the Branding as the printed letterheads, and arguably, it’s even more important! Have you considered the impressions your visitors will take once they’ve experienced your company? 


So you’re getting the impression now that Branding is important. But why? Hopefully these three keys will help unlock something of the mystery of why Branding is so important. 


1- Branding sets you apart:

It is important that you stand out in your industry. For whatever reason, people will be attracted to your company. Maybe it’s because of your style, or perhaps your vision better reflects their own. Your brand will help people establish how your organisation is different to others. Your brand will help you stand out from others in your industry, as well as perhaps attracting new customers who previously hadn’t considered your products.   


2 - Branding creates connection: 

Think of your Childhood. Chances are, you can remember your favourite sweets, treats and toys fondly. The branding of that product has stuck with you, this is the same for your business’ branding. People may not remember the cost of a certain product 3 months ago, but they will remember how they felt. Your branding cultivates this connection and will fuel any future conversations with customers. 


3 - Connection creates Participation

In a similar vein to the above, when someone feels connected, they’re more likely to get involved. As customers connect with your organisation through the brand, they’re more likely to get involved in your activities, social gatherings and Community projects. A strong brand also gives the members language to better describe their experience and are more likely to recommend others! 

These three keys have hopefully unlocked something and given you at least one practical reason to consider your brand. For some of these, the process is organic and needs very little input, but for others, it will involve having hard conversations and Vision casting.