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A round BMW logo divided into white and blue parts, an overbitten Apple apple, a red-white-and-blue Pepsi logo – we can bet that these iconic logos just popped into your heads. When we think of Red Bull, we automatically think of extreme sports and record breaking, and when we hear Chanel, we think of a classic suit cut and smell Chanel N°5. All these associations are the sign of good branding. But why is it so important to the brand?
Branding vs. corporate identity – are they the same thing?
Often these terms are used interchangeably. However, if we understand visual identity as all visual and graphic aspects related to brand communication, then branding is a much broader concept. It is a certain “personality” of the brand, so also the way the company communicates with customers, what language it uses, or what events it uses to promote the brand. However, visual identity is certainly a very important aspect of branding, which largely determines how our brand is perceived by consumers.
What will consistent branding give our brand?
Branding will allow us to create a memorable impression on consumers, but it also allows them to understand what they can expect from our company and services. It is a way to differentiate ourselves from the competition and explain what makes us a better choice. Your branding should be created to be a true reflection of who you are as a company and how you want to be perceived. It’s the constant building of the so-called “new”. brand personality that will make our customers feel emotionally attached to it, and this is what translates into sales results.
Branding is now more important than ever
Branding has always been an essential part of business, but now its role has grown even more. Through social media, consumers are bombarded daily with ads for more brands. This makes competition between companies more and more intense, which means they have to do everything to stand out.
To do so, entrepreneurs should invest in creating a strong brand that will attract and hold the attention of consumers. Effective branding will also give us an edge over our competitors. Distinctive color in advertising materials, organized events, specific appearance of company cars or employee uniforms – we can find our way to stand out.
Branding means that your brand will be better recognized
This is certainly the most obvious reason why every company needs branding. A good strategy will make our customers able to recognize our logo or product without a second thought. A company whose visual brand identity is well planned will remain in the memory of customers for a long time.
Even if the consumer does not intend to buy our product or service at any given time, consistent and distinctive branding will make him automatically think of our company when he is ready to buy. Branding has a very strong effect on the subconscious, so it is often difficult to measure its effectiveness, but in building brand awareness it is incomparable.
Branding can help build trust
Audience trust is one of the most important aspects for a company, but it is not easy to gain. Brand identity and professional branding can help us do this. Consistent colors used on the website, social media, logo and advertising materials make the brand appear more credible, experienced and therefore trustworthy.
Branding helps show potential customers that you are a credible, established company. You can use this to show people what they can expect from Your company. This is an investment you can make in your company to improve its position. Potential customers are sure to appreciate that you put work into your branding.
A consumer faced with a choice between a company with undefined branding and one with distinctive colors and graphic elements will choose the number 2 company in 9 out of 10 cases. That’s why it’s a good idea to make sure that we are the company.
Branding goes hand in hand with marketing
If you want your brand marketing to be effective, you need to take care of proper branding first. Using consistent colors, fonts and graphic elements in our marketing efforts will only enhance its effect. Just as important is consistent language and type of messages in our marketing efforts. In contrast, if we advertise without thoughtful branding, we miss a lot of opportunities to create an effective marketing campaign. Consistent branding can prove to be the best marketing tool.
Branding creates loyalty among customers
Most brands care about customers who will be loyal and keep coming back for our products or continuously use our services. With good branding, you can give your brand a more “human” face, making it easier for customers to make an emotional connection with your company. Branding allows you to build relationships with your audience, which can ultimately turn them into loyal customers. You can create a brand that people really care about and come out ahead of companies that don’t use branding to their advantage.
Branding affects more than just customers
Proper branding will not only positively affect our customers, but also increase the satisfaction of our employees. We must be aware that the basis of commerce is human interaction, and employees are the first line of communication of any brand – they are a kind of brand ambassadors. Consistent branding will help employees understand the company’s values and communication style. This, in turn, translates into their commitment to sales and customer service.
Although building branding is time-consuming and consists of many activities, with the help of visual identity specialists and having some patience, we can create a brand that will be memorable to customers.