The Basics Of Branding

Building a brand is essential to the success of your company. While customers want quality products or services, they also want you to sell them on experiences, feelings, and ideologies. Good branding not only encourages customers to purchase from you, but it keeps them coming back.

What Is Branding?

Branding is the process of creating a distinct identity for your business. This helps you stand out to your target audience and the general population. Branding includes your name, logo, visual identity, pricing strategy, products, values, customer service, and voice- anything that contributes to making you unique!

Branding Vs Marketing:

Branding and marketing go hand-in-hand, but they are not the same thing. Simply put, branding is the identity of a company, and marketing is the strategies you use to communicate that vision. Having strong branding and strong marketing is the key to a successful company.

Why Branding Is Important:

There are many benefits to building a strong brand. One of the biggest reasons to focus on your branding is that it can help influence your audience’s purchasing decisions. Branding helps shape how customers perceive you, and if you are the best solution for them. Creating a positive association with a particular lifestyle, quality, or value can sway customers to shop with you rather than a competitor. Doing this helps you create an identity that customers can relate to. An example of this would be the differences between skincare brands The Ordinary and Good Molecules. Both companies offer similar products at a comparable price point, but their branding is very different. The Ordinary offers neutral, simple packaging and the idea that their skincare is clean and simple- targeting an older audience who knows what they are looking for. Good Molecules has colorful packaging, a description of the benefits of each product, and ingredients that are safe for your skin and the planet- perfect for a younger audience who is just starting out on their skincare routine. Although the products are basically the same, the branding draws in two different groups of customers.

Branding helps you focus on what is most important to you and your customers. What do you want to be known for? Is having an affordable price important to you, or do you want a more exclusive, luxury product? Is your brand more fun or professional? What values do you have that your customers can relate to? Branding helps you focus on who you are, which helps you connect with your audience and allows you to hone in on your marketing efforts. Come up with a unique value proposition to help you define what makes you stand out. Brainstorm what makes you different from your competitors, highlight your benefits, and stay authentic. Doing this will help you draw in customers who are pleased with your products, and might just turn into loyal repeat customers!

Keep your branding updated, especially if you are a more established company. Growth is important for keeping your brand relevant and your customers happy. If something isn’t working as well for you as it used to, don’t be afraid to change it! Some of the largest, most successful companies have changed their branding over the years to reflect their growth.

While there is a lot of effort that goes into branding your company, it is a good chance for you to make sure that you have a clear direction. Remember that your branding is more than just your name and logo, it’s the overall experience that your customers have when shopping with you. Be open to feedback, change, and adaptability to build your ultimate brand!