The Importance of Business Branding.
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 of other competitors. But it’s not just businesses that can benefit from a strong brand. To use business language for just a moment, there are many competitors out there trying to sell a similar product. If the eyes of the world are looking elsewhere, your business is going to be overlooked and it will not be fruitful in its mandate.
Why then, as a business leader, should you consider your Business 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 of the business that people will think of when they talk about it. 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 Business Culture, the style of Business, the language of communication, the support you give, the coffee you drink etc. Out of all of this, a personality is created. That personality is your Business’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 most Business brands, it might be a good place to start. The logo should be a simple, clear image which portrays an element of the Business’s culture. Just as an example, a Business predominantly of Students and Young Adults may choose a logo which is loud and energetic, whilst a more conservative Business may choose something more professional and reserved. Consider what might best represent your Business, remember… When someone thinks of your Business, this is going to be the first image they’ll think of.
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Pro-Active Leaders are always thinking about their Business culture. What attitudes are they building amongst their Team Members and how does this impact on them. This is because Culture spreads and permeates to those around the culture carriers. If you found a Business particularly welcoming, its because there’s a Leader modeling a Welcoming attitude. If a Business 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 of a Business as the printed letterheads, and arguably, it’s even more important! Have you considered the impressions your visitors will take when they leave the premises?
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 to Businesses.
1- Branding sets you apart:
It’s important to understand at this point, please don’t read what we’re not saying. We’re not promoting competition and customer poaching. But it is important that you stand out in your field. For whatever reason, people will be attracted to your Business. Maybe it’s because of the style of your Business, or perhaps the style better reflects themselves. Your brand will help people establish how your Business is different to others in the area. You might be able to reach a demographic which a different Business on the same street were unable to! Your brand will set you apart from that other Business and allow people to find you.
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 Businesses branding. If a customer visits you for the first time, how are they going to feel? Your branding cultivates this connection and will fuel any future conversations.
3 - Connection creates Participation
In a similar vein to the above, when someone feels connected, they’re more likely to get involved. As people connect with your business through the brand, they’re more likely to get involved in your events, product launches and projects. A strong brand also gives the customers language to better describe their Experience and are more likely to tell others!
These three Keys have hopefully unlocked something and given you at least one practical reason to consider your Business 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. We’d love to hear your comments about your journey with Branding for your Business. Why not join the conversation on Facebook!
