Many small businesses make the mistake of not working on branding for their company. Attempts at branding usually only go as far as creating a logo and maybe a business card for those moments when you meet someone who needs your contact details. Most small business owners think that branding is for the big companies with big budgets. Ironically, small businesses are the ones that need branding more than the big fish.
Now you might be asking yourself: What exactly is a brand? The answer to that question in a nutshell is: Everything.
“Your brand is the sum total of your customers’ perceptions, notions and experience. It is the face, personality and the values espoused by your business – and everything in between”
If you think about it, everything we know about every product we use is because of branding. It is that special ‘thing’ that connects the company to the customer and vice versa. Branding is important for businesses of all sizes and it can make or break your business today. Here are 5 reasons why it is important for your small business.
1. Branding creates trust
By establishing your brand and its credibility, you give your customers a valid reason to consider you before turning elsewhere. You can think of your brand as social proof that your products/services are quality. Anyone coming across your well developed brand will feel more comfortable giving it their hard-earned money.
With your brand, you are already setting the bar for what your customers can expect, and from that they know if they engage with your brand, they can expect that same level of quality. Research also tells us that people prefer to associate with organizations with a credible, reputed brand than those that don’t.
2. Branding improves recognition
Right from the start when you get a logo designed, it is important to make sure the logo is memorable. Consumers are bombarded with different brands every day and you must make sure that yours stays in consumers’ minds. You can achieve this by developing a strong brand and using it to ensure that there is cohesion between your marketing efforts, logo design, social media communication and your reputation to create a lasting impression on your potential customers.
3. Branding supports marketing efforts
This one is quite simple. A strong brand creates a definable impression of your company in consumers’ minds. Anyone who comes across your marketing material will be tempted to test you out and this will raise your chances of making more sales.
4. Branding protects your products
The internet is a wonderful tool because it provides us with the opportunity to reach many people we aren’t able to reach physically. With the internet, you are now in a position to offer your products/services to people all over the world.Without it, we wouldn’t even be going through this discussions about branding if I didn’t have this little corner of the interwebs for my blog.
The downside of this is you are no longer competing with the businesses in your town or city alone. This opens you up to dangers such as copycats who will try to replicate what you have worked hard on and claim it for themselves. Branding protects you from this danger. Although they may try to replicate your stuff they just won’t be able to add that style and originality that you have achieved with your brand.
5. Branding helps build connection/relationships with clients
Last but definitely not least, is the connection your brand creates with your potential clients. Of course your logo and and graphics matter, but not as much as the story your brand shares. A good story evokes emotions and research in psychology shows that consumers are influenced by emotions. Emotions lead to preferences and this is how we make our decisions. Branding that uses emotion to tell a story connects with audiences on a new level! So it’s a good idea to make sure your brands evokes positive emotions and memories, that way your customers will never forget it.
In 2019, branding is no longer optional! Having a strong brand for your business means promising your customers the best quality of service.
Where do you start when developing a brand? We have created the Brand Brainstorming Worksheet to help you with that first step. Use it to get those creative juices flowing before you start working with a designer to create that bomb brand of yours.