When we hear about branding, the first thing that naturally comes to mind is all the efforts and actions put in place by business and brand owners to make their products stand out from their competition. In many cases, these actions are restricted to logo designs, packaging, brand name, colors, etc.
Did you know that branding was derived from the word ‘brandr’, which means ‘to burn’? Actually, in ancient times, cattle owners used to separate their cattle from others by burning marks on them; what we know these days as logos. So yeah, you get the idea now.
However, overtime, that concept has changed. Branding is no longer just the visual aspect of making your product stand out from other similar products. Branding has evolved to become more than mere packaging strategies to visually look different.
Successful branding involves advertising, marketing, strategic positioning, customer service, and a lot more. Gone are the days when your brand is accepted by consumers just because of how good it looks. Let’s be honest, there are a million aesthetically pleasing brands out there. Consumers want more than that these days. There has to be an emotional connection and a sense of ‘this is for me’ from the audience.
If your aim is to make first time customers become loyal lifetime ones, then branding your business is of utmost importance. There is no other way to say it. The success of your business is dependent on the success of your branding.
So what is Branding?
I’m pretty sure you know what it is now. Branding simply involves all the actions you take to make your brand relevant in the minds of the consumers in a bid to keep them loyal. It goes beyond the logos, designs, and packaging. It encompasses every other activity like marketing, brainstorming, advertising, and much more.
Branding is the art of influencing the perception of consumers about your product or services. The brutal truth is that the quality of your product is secondary to this perception. What do I mean? You could be a producer of toothpaste for instance. No matter how good you claim your product is, and it really could be; consumers don’t know that until they try it. Consumers won’t try it until it appeals to them.
All the efforts you put in place to make your toothpaste appealing to them is what can be termed as branding.
Here’s why Branding is so important to Your Business
We have established why you need branding for your business growth, but let us highlight some of them for better understanding.
- Sets You Apart From the Rest: No matter what business or service you operate, there are others already doing it. The only way you can stand out and be unique is through branding. Branding gives you that outstanding identity that establishes you in your preferred niche and keeps you relevant in the minds of your target audience.
- Builds Connection with the Audience: Branding helps your brand get that attraction that draws your potential consumers in. Through advertisements, promotions, quality, logo design, etc your brand gradually becomes etched in the minds of your consumers. It is this connection that turns prospects into loyal customers. Branding creates that connection.
- Increases Value: A well established brand will definitely do better in the market than other brands in the same industry. As I said earlier, consumers will be loyal to a brand based on perception before other factors like quality, price, availability, and others come to mind.
Don’t Sleep On It
Branding is the key to business growth and success, no matter the industry, product, or service. Without proper branding, your business is just another one of the millions of similar businesses in your industry trying to survive.
If you want to learn more about branding and how you can structure your business to not only get the visibility and growth you expect, but also how to remain relevant in the minds of consumers, find out more information on our blog, or contact us for your business branding solutions today.