Why Branding is so important?

Branding is a huge subject. It involves multiple levels of building a brand.
This should help you to understand why your brand or the evolution of your brand is so important to your business.

Why is a brand so important?

Branding is a huge subject. It involves multiple levels of building a brand. This should help you to understand why your brand or the evolution of your brand is so important to your business.

Brand identity

Your name, trademark, communications and visual appearance are all elements that work up to make your brand identity.

So with these elements let's ask , What exactly does Brand identity need. It is your identity which connects the brand to the clients. It is what you want to say, and how you want to say it. Always remember to be authentic to your brand identity.

What this means is when you design a TAG line for your brand, you should be able to deliver 100% on the promise of your brand.

An example of this is a Courier company which says Fastest delivery in their tag line, they should remain true to it.

If you can, create a brand book with the exact guidelines of the elements of your brand. This is usually helpful when you intend to grow your brand in multiple locations, and grow to a franchise concept in the future.

Brand personality

If the product is linked to a particular place then that can be used as a personality of your product. For example Hyderabadi Biryani , the personality of the product gives a feel of Hyderabad.

Usually the personality of the product also defines a particular segment of the target audiences of the product. So if you are a 5 * hotel, your audiences will be affluent people who can afford luxury .

Again the key here is - Your message should be consistent.

All your adverts cross platform should follow the same meaning, which means your message on twitter as well as Instagram and news paper should say the same things .

Brand experience

When people use your brand , What is the experience you wish to give them. If you are a budget airline, then your brand experience vs a 5* airline will be very different.

A luxury product will not be see on a cheap shelf. Where as a cheap product will not be seen on a channel shelf .

Brand Recognition

When a brand gets widely known, that is Brand Recognition. For example when we hear the words "just do it" we immediately think of Nike.

Usually recognition comes with a period of time in the market holding consistency in the quality of the product, and having a similar price range for a while.

Usually when a costumer is presented with 2 products in a similar price range, he will always choose the one he recognises over the one he does not know.

Brand Awareness

When a costumer just sees your logo and knows which brand it relates to, for example Mc Donalds The client does not need any other information after this to make a choice of what to buy.

SO WHAT IS YOUR BRAND SAYING TO YOUR CUSTOMERS

When faced with the decision on what to buy, does the customer choose your product or that of your competitor.

Are your products and services widely available, every where your target audiences are?
Is your brand recognized by your clients?
Is your brand identity authentic.... is it as you promise it to be?
What experience will your client receive after he purchases your product?

The above factors are extremely important in the choice your client will take in his purchases
Most business owners always tell me... we have no budgets for branding, but at the same time wish to achieve sales like coke or apple...

Develop your brand with a professional agency

Ensure your elements like :

Company or product names are relevant
Logo (visual representation) of the brand
Tag lines
Graphics
Color schemes

Do also read my blog about LOGO as this is your DOOR to your identity.