Many people believe that branding a company is just in your logo. Branding does include your logo, but there is more to it than that. Branding is the image of your company. It defines your company to your clients.
What are some of your favorite companies that you are loyal to by brand? For me, Apple is a brand that I know for exceptional products and service. Chick-Fil-A, I know for amazing chicken nuggets and chick-fil-a sauce. Bed Bath & Beyond, I know for all my kitchen essentials. Think about all the brands that you love and think about what they offer you to gain your loyalty to their brand.
Through my years in branding, I have learned 4 components of Why Branding Is Important.
Professionalism- When I have conversations with people of why branding matters this was always the first answer to come up. You want your brand to give the image of professionalism. When people see professionalism in your brand, they will take you seriously and respect your brand. You could be new to the business, but depending on how to present your business and brand, people could think you have been in business for years and wouldn't know if you were just starting out.
Recognizability- What brands do you recognize most without having their logos present? Is it your favorite restaurant? Your favorite store? If you walked into this particular store, you would see red polos with khaki pants, and red shopping carts. Target is known for their employees to be wearing red polos and khaki pants. As soon as you walk in, you see the red carts too. If your brand is consistent with its colors, fonts, etc., people will be able to recognize your brand without your logo.
Memorability- We live in a very visual society. We remember brands by their appearance. I know for me if I saw a well crafted video for a brand, I will remember it. Think of any well crafted commercials you've seen for brands and remember to this day. What stuck with you about it? I know for me, the first Gatorade commercial I ever saw was featuring Michael Jordan dunking a basketball. So immediately when I think of gatorade, I think of basketball and Michael Jordan. If your clients have a great experience working with you, they will remember when they are talking to others who might be in need of your services.
Trust- I know for me, I can trust a brand by how consistent they are throughout their business. If the company's website, logo, social media, and marketing materials remain consistent, I know that I could trust them to do the same for me if I were to be a client in need. By having a company that people trust, you will gain more sales, clients, and followers.
Share your experiences with branding and why you think it is important!