Why Does Good Branding Matter?


Stop and take a look around; Branding is everywhere from posters to advertising, to coffee.

We all have brands that we trust. Small & large companies understand the importance of developing a long term brand that consumers can easily recognise and build a long term relationship with.

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Branding is the cornerstone of any business's future success and requires careful planning. On-point Branding is a vital aspect to any business and truly can be the difference between a business succeeding or failing.

With millions of online businesses trying to gain recognition online and offline, having a strong brand presence has become a crucial component in setting your business apart from its competitors.

A brand represents peoples perception of a company's reputation, advertising and logo. When all of these aspects are cohesive and fluid the overall brand tends to be in alignment.

A great brand makes a promise. It helps you to understand what that business is all about. What can people connect with when they are buying and/or using your product and services?

When you think of some of the top brands in the world, you know exactly what they are promising: Nike, Apple, Coca Cola.

You know what you're going to get with a well-branded product or service.

Each of the above brands provides a consistent experience for the user, ultimately giving peace of mind for the consumer.

People want to have comfort and satisfaction in their lives, and they get that through the products they purchase.

If the brand delivers a positive experience, consumers develop the opinion that the brand is trustworthy.

A brand can also be a selection of attributes. As Forbes describes:

Think of Volvo, for instance, and your first thoughts are probably going to be something like "well built, comfortable, Swedish" and, most of all, "safety." The promise, look, personality and attributes can eventually acquire a unique patina of what I call "me" appeal.

Buying a particular brand says something about the person who buys it. Apple has that patina. So does Prius. The booze and clothing businesses are filled with patina products: Cristal, Guinness, Ralph Lauren, Manolo Blahnik.

One of the significant advantages of developing a strong and memorable brand is that it will have staying power.

Once an individual has a positive user experience with your business, the chances are increased that when they need to purchase that same product , they will resonate again with the brand and willingly return to your business rather than sourcing something else.

You would have created a positive memory in the mind of your client.

Apple is a fantastic example of this concept. They use sleek, and edgy commercials drawing the user in, they speak to the consumer's emotional reasons for using their products.

Their user experience encourages customers to stick with them for other electronics, too.

Having this "brand loyalty" can help you keep customers for the long haul.

For this reason, making a substantial impact on the minds of the consumers from the get-go, through something effective like content marketing, can set the stage for a longer relationship.

While we come into contact with brands daily, we don't often consider the process behind the creation of the brand.

While Branding is an asset for all companies, the strength of a brand evokes a feeling of authenticity and transparency, it then becomes more crucial to have a strong brand presence as your businesses grow.

In essence, your brand should speak to how your business and services collaborate with the customers.

Your brand ultimately should communicate an authentic, honest and transparent message about your business.

Yvette Davies