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When you see McDonald’s golden arches, or Nike’s iconic swoop, you know what brand they represent. For your business, too, branding establishes trust and recognition among your target audience.
Branding is an integral tool for any business. Here are seven reasons why:
Advertising can boost your branding and your image in the public eye. In fact, the way you characterize your business in advertising is how your consumers will see you.
When advertising, you need to consider how you want to portray your company and who your target audience is. According to one of the best advertising agencies in New York City, StrawberryFrog, a consistent image connects to audiences by building pathos. In other words, the best advertising evokes an emotional response.
However, it is important to remember that advertising changes as it adapts to current market trends. But a brand remains the same.
How many times do you draw a blank when you’re trying to think of something? That’s because our brains are more likely to retain knowledge if we make an association.
Your Logo Is Essential but It Isn’t Your Brand
In this way, logos become associated with their brand. They can help your company stand out in the minds of your target consumers. Moreover, when consumers are looking for a product or service, they are more likely to go somewhere familiar. Professional, easily memorable logos create familiarity and recognition for your brand.
When you’re going down the snack aisle, you might gravitate toward a new product from a well-known brand. Even if you haven’t tried it before, you trust them to deliver a good product because of your previous experience and familiarity with them.
Also, consumers are more likely to trust a business with a well-polished, professional appearance. Consistent branding on your website and your other marketing materials adds credibility to your business.
Make Exceptional Customer Service a Part of Your Brand
Additionally, if you consistently deliver excellent customer service, you become associated in consumers’ minds with being a trustworthy business. Then they are more likely to recommend your business to others.
4. Employee Satisfaction
A company’s branding represents their values, the quality of their service, and their personality.
For example, a design firm might need a sophisticated image. But a skateboard manufacturing company could want a more carefree style. On the other hand, an accounting firm would want to project a professional demeanor.
Whatever company they work for, employees need to feel like they belong in the company culture. What’s more, they are more likely to be motivated to uphold company standards when their work spaces reflect the company’s brand.
They can have a sense of pride when they know they represent a company whose branding shows that it upholds a set of values as well as a certain image.
5. Standing Out Among Competitors
Even if a business has service that is similar to yours, having an established brand sets your service apart. Competitors can have the same service, but they won’t have your style or the uniqueness of your personal brand.
For example, you might be more motivated to have lunch at a certain sandwich shop because they are known for their good customer service. Or you might be willing to pay a little more for a product at higher-end store because you enjoy their atmosphere.
6. Increased Business Value
There are lots of reasons you might want to sell your business. No matter the reason, you want a good return on your investment.
Even more than having a great product or service, however, your business’s appeal depends on its being established in the marketplace. In this way, good branding increases your company’s value. That’s because it gives investors a stake in the company, because they know that customers hold it in high regard.
7. Emotional Appeal
Think of your favorite companies. You probably connect with personality traits in each of them.
Good branding gives your business human appeal. Your brand should evoke an emotional response appropriate for its target demographic.
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For example, people who are looking for a lawyer look for a professional image. They want an attorney who projects compassion, authority, and strength.
On the other hand, new parents who are looking for baby products are going to connect with gentle, sentimental imagery.
A Final Word About Branding
Branding is more than just a logo. It is the feeling that expresses the core values of your business. Developing this bond and sense of recognition with your customers is key to your company’s success. Good branding will bring in new customers and encourage loyalty from current ones.