Some people think of a brand as a name or a logotype. But our brand is not just the name and logo. Instead, the brand is everything we are associated with. A strong brand is built in the minds and hearts of people – and the practice of branding mostly makes it. Proper branding is a link between your customers' guts and your business goals. Here I explain why.
What is a brand?
Perhaps the easiest way to formulate what a brand is would be to say that it's a gut feeling, a brand is a person's gut feeling about a product, service or organisation. It is the promise, the big idea, and the expectations that reside in each customer's mind about a product, service or company.
What is branding?
Branding is a practice in which your company creates, e.g. its name, symbols, way of working, culture, and design that is easily identifiable as belonging to the company.
The brand serves to identify the offering and distinguish it from competitors.
Branding is essential because it what makes a memorable impression on your target groups and stakeholders, and allows them to know what to expect from your company. Branding is a way of distinguishing yourself from competitors and clarifying what it is you offer that makes you a better choice. Your brand is built to be the official representation of who you are as a company and how you want to be perceived.
All areas of your company are and shall be a part of how you develop the perception of your brand, including customer service, merchandise, customers, your offices, your partners, reputation, and communication. All elements and areas need to work together to create a unique profile that you aim for.
Why is branding important?
Branding is critical to a company because of the overall impact it makes. Branding influences how people perceive your brand.
Branding gets recognition
The most crucial reason that branding is essential for your company is that it is how your company gets recognition and becomes known to the target groups. Everything your company do, and that the people working there do essential elements of your branding, everyone and everything is the face of your brand.
Branding increases your business value.
Branding is crucial when your company try to generate additional business, and an adequately established brand increase the business value by giving the company more leverage in the industry. A sufficiently established brand is a more appealing investment.
Branding generates referral business.
For a good brand, it is easier to drum up referral business. To have strong branding and a credible brand generally means there is a positive impression of your company among your customers and colleagues, and the target groups are likely to do business with you because of the assumed dependability of using a company that they can trust. Once a brand is well-established, positive word of mouth will be the company's most effective leads and sales generator.
Improves employee satisfaction and proudness
When employees genuinely stand behind your brand and your branding, they will be more satisfied and have a higher degree of pride in what they do. Working for a reputable and credible brand is enjoyable and fulfilling.
Creates trust within the market
A relevant and professional appearance and a well-planned branding will help your company to build trust with your target groups and stakeholders. Everyone is more likely to do business with a company that has a genuine and credible professional behaviour.
To be properly branded means that you are industry experts and make all involved feel as though they can trust you and your company, your products, solutions and the way you handle its business.
Your customers shall get to a point where they feel subconsciously connected to your company. The best way to shine in the battle for brand loyalty is to fulfil the customer's expectations. And, to do that you must use the right approach or strategy.
I have created a PowerPoint with some effective ways to build brand loyalty. I hope you find them useful and worth the effort.
Want to know more? With our branding guide, you'll find all the information you need about the what, why, when and how of branding.
Founder, CEO & Strategist since 2001. Anders provides thoughts and reflections about what and how to think about onlinification and digitalisation in B2B. Asks a lot of questions, and knows what to do with the answers.