It does not matter if your business is a major corporation or a one-person local company; good branding is one the keys to business success. Yet so many small business owners fail to recognize the importance of business branding.
Branding goes way beyond an attractive logo and a consistent color scheme on your vehicles, premises, and website. To your customers, your brand represents what your business is.
So, if you have knocked out a logo in five minutes and you think you are done with branding your business, read on. Here are eight reasons why even the smallest of companies need to take branding seriously.
1. Makes Your Business Stand Out from the Competition
Unless you are incredibly fortunate, you will be competing against similar businesses in a crowded marketplace. You may be offering the same service or product as your competitors, so you will need to stand out from the crowd if you are going to attract new customers. When you are going head-to-head with competitors, proper branding can set you apart from the other offerings on the market. In some cases, branding may be the only thing that differentiates one business from another. One way to make your business stand out is to have unique and engaging visual content that conveys your authentic brand story and connects with your audience.
2. Inspires Trust
Creating a strong brand takes time and effort, and people know that. A good brand demonstrates that you are serious about your business and that you intend to be around for some time. You would not expect to find quality products in a store with a shabby exterior, for example. Your brand is your business storefront online, in your written communication, and your advertising.
3. Creates Repeat Business
When customers want to come back and buy more from you, they may not remember your name, but they will remember your brand if you have done an excellent job of branding. Your catchy business name, your memorable logo, and the colors that you use will all become a part of the identity of your company. Without these aspects of branding, your company will be one more on a long list of similar businesses.
4. Encourages Referrals
Referrals are the cheapest and often the best type of marketing. When someone wants to refer to your business, they may not have your contact details to hand, and they may not even remember the name of your business. However, they may well remember that you are the local roofer with the yellow vans and the bright-red roof and a tall chimney for a logo.
5. Conveys Your Business Values
Branding encompasses every aspect of your business, from how you answer the phone, to the style of language that you use on your website. The sum of your business branding efforts conveys the values of your company to prospective customers. So, take your time considering how you brand your business, because your branding can scream "Cheap Discount Store," or it can say "Purveyors of Fine Wears"!
6. Motivates Your Staff
A good brand will help make your staff feel proud to work for you, and it will motivate your team. Branding can also be free advertising in the form of branded vehicles and uniforms. If your employees are proud of the company they work for, they will go the extra mile for the business, and if the people who work for you are proud of the brand, they will be more likely to promote your company outside of working hours.
7. Inspires Customer Loyalty
People place trust in brands they have received excellent service from before. So, your branding could make it easier to sell existing customers additional products and services in the future. Your brand is like a personality, and people buy from people, not from company names. So, well thought out branding will help you win repeat business as well as attract new customers.
8. Gives Your Business Direction
Once you have created a strong brand, you will not want to damage it by making poor decisions. If you have established a reputation for quality, for example, you will not want to destroy that reputation by introducing inferior products to your range. That desire to protect your brand will guide you and your team when you are making decisions about the business in the future.
As you can see from the above points, branding can have a far wider-reaching impact on your business than you may have realized. How you brand your business can affect your sales, your customer loyalty, and the attitude of your staff. So, branding of any size of business needs to be given adequate thought and attention.