Reasons Why Branding Is Important For Your Business
- July 24, 2023
- Nicole Andrew
Table of Contents
In a nutshell, consumers buy from brands they trust— that is the core reason why branding is important in today’s economy. The significance of crafting an authentically robust and unique brand is paramount and can’t be understated. But what is branding’s role, what does it include, and why is it so fundamental to your business’s triumph? In the end, how can a well-implemented branding strategy positively influence your company’s financial health?
In this blog post of ‘why branding is important’, we will demystify the concept of branding, distinguishing it from the closely related yet distinct notion of a ‘brand’, and exploring its role within the realm of marketing. We’ll delve into the myriad reasons why investing time, resources, and energy into crafting an effective branding strategy can reap profound benefits, including enhancing recognition, building customer loyalty, and amplifying your unique market presence.
Finally, we’ll touch upon the substantial financial advantages a strong brand brings, providing a compelling answer to a common question on every business owner’s mind: “How does branding contribute to my business’s financial health?”
Whether you’re a seasoned entrepreneur or just beginning your business journey, understanding the power of branding can significantly shape your business’s trajectory. So, let’s dive in and explore the fascinating world of why branding is important and its transformative potential for your business.
What is branding? And, what does it mean to brand human?
Within the realm of business, branding refers to the strategic action of building a distinct identity and reputation for a company, service, or product. This identity revolves around the HUMAN nature of your brand. As your brand interacts with consumers, its engagement anchors in the minds of consumers, shaping perceptions through targeted marketing and/or advertising campaigns that consistently deploy elements like distinctive logos, design visuals, color schemes, language / tone, and customer service standards.
As Marty Neumeier puts it in his book, Brand Gap, “A brand is a person’s gut feeling about a product, service, or company. It’s a gut feeling because we’re all emotional, intuitive beings, despite our best efforts to be rational. It’s a person’s gut feeling, because in the end the brand is defined by individuals, not by companies, markets, or the so-called general public.”
The primary goal of why branding is important is to carve out a unique and noteworthy position in the market, one that draws in and secures a loyal customer base. It articulates the essence, values, and distinguishing features of a brand, clarifying what it stands for and what it doesn’t.
Branding isn’t merely about crafting an eye-catching name or an appealing logo. It involves curating a comprehensive and consistent experience that customers can anticipate each time they engage with your business. It shapes the perception customers form when they encounter your business name, service, and/or product.
Branding encompasses the development of a reputation and a promise for your business. This promise informs customers about what they can expect from your offerings, setting them apart from the competition. This reputation is built gradually from the experiences customers have with your business over time and it’s a solid reason why branding is important.
Brand, Branding, and What Branding is in Marketing
While often used interchangeably, the terms “brand”, “branding”, and “marketing” refer to different concepts in the business world. Each serves a different purpose.
Brand
As stated above, brand is the perception people have about a company, service, or product. It’s the set of expectations, memories, stories, and relationships that, when taken together, account for a consumer’s decision to choose one product or service over another.
Branding
Branding, however, is the active process of building and shaping that perception. It involves creating, maintaining, and enhancing a brand’s:
- Core substance
- Position in the market
- Personality
- Audience and competitive research
- Language and message
- Identity
- Customer experience journey
- And more
Why branding is important in your business is because your audience experiences a consistent theme of these efforts stated above. Their experience and engagement with your business ends up building a reputation making them decide to consider and ultimately purchase what your business offers.
Branding is strategic, long-term, and helps to establish a significant and differentiated presence in the market. Ultimately, it’s the continual effort in managing your brand (brand management) so that your business can achieve roaring success.
If Branding Is Long-Term, What is Branding in Marketing Then?
Why branding is important in marketing is it’s the process of introducing and promoting your branded company, service, and/or product into the market. Without branding, your marketing will fall flat and ineffective. This includes activities like
- Social media profiles,
- Search Engine Optimization,
- Email marketing,
- Website,
- Content marketing,
- Pay-per-click advertising,
- and more.
Marketing strategies can change over time depending on trends, technological advancements, market research, and competitive activities. Marketing is more tactical and short-term, and it uses the brand guidelines to engage with the target audience to drive sales and achieve business objectives. Brand guidelines are another reason why branding is important.
In simpler terms, if branding is the core identity or the ‘soul’ of the business, brand marketing is the way you communicate or express this identity to your audience. You use marketing to deliver your branding message to the world. So, while branding involves creating a brand, marketing involves promoting that brand.
Here Are The Reasons why branding is important
1. You’ll Be Able To Stand Out From Your Competitors
Through positioning and a unique selling proposition, branding helps distinguish your business from the competition. It strategically sets the presence for your company and conveys what customers can expect from your products or services.
Read our blog post on: Captivate Your Audience By Standing Out From The Competition
2. It Creates Trust And Influences Purchasing Decisions
When creating a strong core substance, a strong, consistent brand can generate trust and credibility in the market. Customers are more likely to purchase from a business that appears authentically professional and reliable.
3. More People Will Recognize Your Business
Good branding, which includes elements like a distinctive logo, tagline/slogan, jingle, or unique color scheme, makes your business more memorable. This is no doubt a strong reason why branding is important. When customers can easily recognize your brand, they’re more likely to think of it when they’re ready to make a purchase.
4. It Attracts and Retains Loyal Customers
Effective branding can foster customer loyalty by creating an emotional connection between consumers and your business. If customers feel aligned with your brand values, they’re more likely to stick around and even become brand advocates.
5. It Boosts Your Marketing And Advertising Efforts
Branding provides a foundation for all of your marketing and advertising strategies. With a clear brand identity, your messaging can be consistent across various channels, which reinforces your brand and makes your marketing efforts more effective.
6. Your Business Increases In Value
A strong brand can enhance the value of your business. If you decide to sell your business in the future, having a well-known brand can significantly increase its financial worth. It’s another reason why branding is important.
7. It Inspires Employee Pride and Satisfaction
When your business has a strong brand, it can improve morale and loyalty among employees. They can take pride in the brand they work for and feel more connected to the business.
8. Your Business Will Attract And Convert New Customers
An impactful brand can be a powerful referral tool. A strong brand generally means there is a positive impression of the company amongst consumers, and they are likely to do business with you because of the familiarity and assumed dependability of a strong brand.
Why is branding so powerful? Branding is not just about getting your target market to choose you over the competition. It’s about getting your prospects to see you as the sole provider of a solution to their problem or need. It’s how you clarify what you are offering, who you are, and why you’re the best choice—it’s why branding is important for your business.
How does that help my business financially?
Branding plays a pivotal role in the financial growth of a company, serving as a key component in adding both tangible and intangible value. Strong branding not only bolsters recognition and trust among consumers, but it can also influence the financial stability and worth of a business.
Essentially, a well-established brand often commands higher prices for its products or services because consumers perceive them as high-quality or premium, a direct outcome of effective branding. It’s another reason why branding is important. This higher pricing can increase profit margins, contributing to the financial growth of the company.
46 percent of consumers say that they would pay more to purchase from brands they can trust.
What this means is, in the business world, companies with strong brands are seen as more reliable and lucrative investment opportunities, which can lead to greater interest from investors and potentially higher funding.
In terms of company valuation, the perception of consumers significantly impacts how much a company is worth. The more positive the perception, the higher the company’s value tends to be. This is largely because a strong brand can generate loyal customers, which ensures a steady revenue stream for the company.
Loyal customers often become brand ambassadors, advocating for the brand among their social circles, thus leading to new customer acquisition with lower marketing costs. It’s another reason why branding is important. In the event of selling the business, a strong brand can significantly increase the selling price. Brand equity, the value derived from consumer perception of the brand name of a particular product or service, can be one of the largest single assets a company holds.
Companies like Apple, Google, and Coca-Cola have immense brand equity, greatly enhancing their overall company valuation. Therefore, investing in branding is not merely about shaping consumer perception and driving sales, but it also contributes directly to the financial growth and valuation of the business. It’s clear that these companies see why branding is important.
The Takeaway
The essence of a successful business lies not just in offering exceptional services or product offerings, but also in crafting a brand that resonates with your audience and stands out in the crowded marketplace. In order to build a strong and impactful brand is no easy task; it requires expertise, creativity, and a deep understanding of your business and its customers. At 28Lions, we know why branding is important and the steps involved to transform businesses into powerful brands that not only attract attention, but also build lasting relationships with customers.
Choosing to partner with our agency means placing your trust in a team that’s dedicated to bringing your brand to life. We bring a wealth of 20+ years experience and innovative strategies to the table. Our team works closely with you to understand your business, your vision, and your target audience. We then craft a custom-tailored branding strategy that aligns with your business goals and amplifies your voice in the market.
Why branding is important means more than just creating a memorable impression. It builds credibility, fosters customer loyalty, and ultimately drives business growth. It’s an investment that pays dividends over time. With our agency at your side, you’re not just building a brand – you’re also building a brighter future for your business.
If you’re ready to differentiate your business from the competition, create meaningful relationships with your customers, and drive your business towards sustainable growth, then now is the time to invest in your brand with us. Take the first step towards your brand’s success story and reach out to our agency today. Let us show you the power of effective branding and how it can transform your business.
Nicole Andrew is a 20 year brand designer, Level-C certified brand strategist, educator, and co-owner of 28Lions, a branding & marketing agency that helps service-based entrepreneurs turn their expertise into powerful brands.