Branding is a marketing practice of actively shaping your brand. That’s the basic definition, but it goes into a lot more. What your business needs to break through the crowd and attract the attention of the ideal customer. This is what turns first customers into lifelong customers, and turns an indifferent audience into followers. This is what you need to stand out, influence and take your business to the next level.In other words, if you want your business to succeed, branding must not be negotiated. But why, in fact, is branding so important? What does that mean? And how do you brand your business in a way that will have a real impact on your audience? In this article, we will explore what branding is and how your business can take advantage of it in the most efficient way. What does Branding mean as a term? It has existed since about 350, and is derived from the word “Brandr,” meaning “to burn” in ancient Norwegian. Until the 1500s, this meant a sign that cattlemen burned on cattle to mark ownership - the forerunner of the modern logo. Still, branding today is much more than just a look or a logo. Indicates the emotional reaction of "instinct" that a company can provoke in its customers / clients. Your brand is a set of perceptions that people have about your company. But branding is a set of actions you take to nurture that brand. In other words, your brand is a noun, but branding is a verb. When you design a logo, it’s branding. When you spread the word about your brand, it’s branding. When you get together with your marketing team to come up with an ad campaign, it’s branding. Every action you take to shape your brand is in short branding.
Why is Branding so Important? Branding is important because: It helps you stand out from the competition. It doesn't matter what kind of company you have, what industry you are in or what type of customer you are looking for - if you do business, you have serious competition. Branding helps you identify ways in which you are different, special and unique. And it shows your customers why they should work with you instead of your competitors. Creates recognizability If you want to build a successful brand, you have to be recognizable. Proper branding (including designing an impressive logo, website and other brand assets) helps you shape a different style and increases your visibility in the market. Creates a unique user experience for your customer / client For your business to succeed, you need to provide your customers with a consistent experience, no matter how they interact with your brand - either through your website, at a public event, or by following your social media profiles. Branding gives you control over how people perceive and experience your brand - and you can ensure that perceptions and experiences remain consistent across all points of your brand It creates a connection between potential customers and you, and turns them into loyal customers The most successful are companies that nurture an emotional connection with their audience. This emotional connection is what turns a potential customer into a customer and a customer into a brand enthusiast. And how to create and build that connection? Branding. Different branding strategies (e.g. using color psychology when designing your logo) can help you connect more deeply with your audience and create a sense of loyalty to your brand. Better Brand means better Marketing In general, products have a limited life cycle, but brands - if well managed - last forever. And once you figure out exactly who you are as a brand, it becomes a lot easier to market. Guidelines for your brand, along with constant market research and analysis, should give you a tactical advantage in determining the best way to market a product. Are you focusing on traditional marketing like radios and billboards, or have your potential customers been more swayed by viral YouTube videos and Snapchat filters? Marketing can be a combination of tactics, but be careful to spread it properly. By counseling you should be able to focus your efforts on tactics that are really important. Ultimately, marketing is a process that brings you potential customers and sales, but branding is the foundation on which you build your reputation and customer loyalty. Empower your business with branding The only thing you will want to remember is that branding is a verb. It's an action. So while it might seem daunting at first - considering all the planning, assets and staff investing in nurturing a memorable brand - it is also empowering. Instead of letting others tell your story, you are talking about branding. If you ever feel lost in the process, remember that support is always at hand. Once you’ve established your branding vision, get in touch with professional design help to bring your branding to life. If you need help, feel free to contact us
