Absolutely! Many small businesses and sole entrepreneurs often think that ‘branding’ is just marketing jargon, a term that is only applicable to large companies with big budgets. However, it is essential to every business, no matter what size. You need to attract your target audience and give them assurances that they will be doing business from a reputable and trustworthy company. Doing this right, will attract customers time and time again.
Branding is more than just a logo and a website. Though these are both crucial, they are not the initial building blocks. Rushing to have these done can be a costly process, and if done badly, it can leave a lasting negative impression. As a result, businesses spend money rebranding themselves as their current visual identity starts to look tired and outdated. Like an onion, you have to peel back the layers to really get a feel for what your company represents, its strategy, core values, vision and mission. Once this is done, you can work on other visual elements of your brand, such as logo variations, colour palette, typography, iconography and photography. This combined can form a powerful brand identity.
To enhance your business further, it is crucial to carry your brand guidelines across all social media platforms. This establishes a tone of voice that customers can recognise and identify, no matter where the imagery and messaging appears. Conflicted branding can confuse consumers, which is why consistency is key.
Below we have put together six benefits on why branding can enhance your business:
- Creates trust – quality is essential when it comes to design. Having a strong visual identity that makes your company look professional will establish trust.
- Improves recognition and builds credibility – a powerful brand image will evoke emotion and give a lasting impression of your company when people look at it. Consumers often make purchasing decisions based on emotions. If you can receive an emotional response from your audience, and giving them reason to care about your brand, it is more than likely they will buy from you.
- Increases the value of your product and service – customers are willing to pay more for a reliable product/service if they know they are speaking to a reputable company who know what they are doing. Having a powerful brand elevates your offering.
- Makes your business look larger – having a strong brand image allows customers to pay the right value for your product/ service without it being dependant on how large your business is.
- Motivates and encourages employees – having a well-respected brand that employees are proud of, will increase work moral and boost productivity.
- Distinguish you from your competitors – having positive testimonies and hearing from happy customers is a sure way of getting new business. However, having a strong visual identity across all touch points will only elevate and strengthen their decision to choose you over the competition.
You can offer a remarkable service, but if your brand isn’t solid then you have the potential to lose customers. By investing time and effort at the beginning, the long-term rewards will be everlasting.
