Branding is more important than people may think. Below you can find the key reasons your business should invest in it. Nothing but benefits, I promise.
Let me start with a question. Would you rather choose a business that has consistency in its messaging or one that is all over the place? Organization shows credibility, which we connect to trust – it’s a trait we can rely on. Branding isn’t just about the logo and colors, it encompasses the strategy of the venture, the internal company culture, the type of marketing, etc. It shows us that the business is structured and cares about what the consumer sees and receives.
It goes hand in hand with trust. If we trust a business, we’re loyal to it. Through branding, we can create a personality for the venture, which means we can form relationships with the customers on an emotional level. The company ‘speaks’ and ‘dresses’ in a certain way, so customers who can relate to it, can connect to it on a deeper level. It can form tribes, which will also become the biggest advertising asset for the business. It’s a group of fans who advocate for it, just because they like ‘who’ it is and what it stands for.
The successful businesses of the future will invest considerably into building connections with their consumers. In times of so many unknowns, we want to feel like we’re a part of something bigger, a movement that holds us together. We want to belong.
According to a recent IBM analysis, a business that shifts from investing in consumerism and gains of status to forming positive collective movements will perform 3 times better than the one that chooses not to.
This is pretty obvious. A Brand with consistent colors, typography, copywriting, a logo, etc, will be recognised and remembered more easily. Even if the targeted consumer isn’t ready to buy the product or service just yet, once they are, chances are high the memorable brand will be the first to pop into their mind. And solely for this reason, the investment is already worth it, as the business doesn’t miss out on any opportunities.
This comes back to being part of something – to belonging. It’s not only about creating movements for your clients, but also for your team. Let them know they’re a critical part of the growth of the business. In a brand strategy session, the business defines its values, mission, and goals, and when these are shared with the team, it gives them a sense of meaning in the work they’re doing. Through consistent branding, they can connect to the company, i.e. owning a pen with a logo, participating in a team marathon with a branded uniform, etc. So give them plenty of reasons to be proud of working for your business.
And finally, in a world where people are in constant contact with brands through social media, standing out is key.