Branding is the process of creating a strong, positive perception of a company, its products or services in the customer’s mind by combining such elements as a logo, design, mission statement, and a consistent theme throughout all marketing communications. Branding is a way to build an important company asset, which is a good reputation. Whether a company has no reputation, or a less than stellar reputation, branding can help change that. Branding can build an expectation about the company services or products and can encourage the company to maintain that expectation, or exceed them, bringing better products and services to the marketplace. Effective branding helps companies differentiate themselves from their competitors and build a loyal customer base.
Important of Branding in Business
1. It will help you focus on a specific target market
By laying claim to a particular feature or benefit through positioning, you’ll be forced to focus your services accordingly. This, in turn, will cause you to be perceived as an expert in those services, which increases your value to prospects. Specialists grow twice as fast as firms that describe themselves as generalists.
A brand identity helps you to differentiate your business from the competition and appropriately position your brand. Developing a professional, creative identity design can help you to stand out to potential customers in your market.
3. A Brand Voice Is Not Singular
Identifying the right voice for your brand is about more than just choosing one that sounds good on radio advertisements or TV commercials. In many companies, the brand voice is not exclusive to a single person but is embodied by everyone that has an affiliation with the company.
Just like the human voice, a brand voice carries a spectrum of emotions, and it behaves differently depending on the context or scenario. The distinctiveness of your voice should come through in its consistency; no matter what the circumstances, it should always embody the agreed upon brand values.
4. The importance of knowing your audience
Your visual strategy really begins with understanding who your audience is and who you’re trying to attract. If you don’t know this, nothing about your visual brand, or marketing and operational efforts in general, will matter. Keep in mind, the visual aspects of your brand aren’t for you. They are for your consumers, so be sure to have that in the back of your mind at all times.