Why Is Branding So Important?
Learn how to create a company brand that reflects your customer experience and master the art of branding!
Brand design is more than creating a logo or designing a business card. Essentially it communicates your message to your target audience and positions you in your industry. Does your brand communicate your purpose? The objectives that a good brand should achieve include:
- Delivers your message clearly
- Establishes your credibility
- Makes an emotional connection with your prospects
- Motivates the buyer to take action
- Concretes user loyalty
A strong brand is imperative to success in any business, as the battle for consumers intensifies every day. It’s important to spend time investing in researching, defining, and creating your brand. Your brand is the source of a promise to your consumer and is a fundamental building block for all marketing communication.
Your image is everything
Brand design is about designing the experience customers have with your brand. With each exposure to your company brand, customers start understanding exactly what your company is about. This is why it is important you project the right image with your brand design.
Define your purpose not just your promise
To get the edge in today’s market, company branding needs to communicate your brand’s purpose. While a brand’s promise conveys WHAT your company has to offer, your brand’s purpose communicates WHY your company is here. Purpose-driven branding drives home the message of why your company exists and why it fills a void in the market.
Your customer owns your brand
If your brand successfully achieves its purpose, your customers will make an emotional connection with the personality of your brand. Successful brands will usually fit into one of the 5 dimensions of brand personality including sincerity, excitement, competence, ruggedness or sophistication. How well you evoke company personality will determine how successful your brand is.
Posted on October 6, 2011 in News by Nicola Weston