Why Brand Is Important
Think of companies like Nike and Coke and their huge success. What makes them so successful? Well, there’s quite a few different reasons, innovative marketing is definitely one and some pretty awesome branding too.
Image: Google and Business Insider
It’s difficult not to think of running shoes without first thinking of Nike or Adidas. Nike’s logo is iconic and clever in that it evokes a sense of motion and movement, which is exactly what their brands represents.
Coke on the other hand, has also well and truly embedded their logo and brand into what seems like everyone’s DNA on this planet! As one article explained, do you ever hear anyone say, I’d like a cola? It’s always let’s have a Coke. That is the simple power of branding right there people.
Regardless of whether you’re Nike or the local grass roots skincare company around the corner, branding does matter.
Your brand is essentially your promise to your customer and has the power to instil a sense of trust which people can connect to and as a result become loyal customers. A recent study found that “46% of consumers would pay more to purchase from brands that they feel they can trust”.
While branding consists of many elements, a logo is one of these, and is important to get right. For small businesses starting out, think carefully of how this piece of imagery will communicate to your customers. Is it consistent with your business values and what you are offering?
Also be aware if your business is evolving and your customer base is changing. If you developed a logo quite some time ago, considering tweaking or refreshing your brand could also be a solution.
We recently assisted the team at Austchrome with a full re-brand, including brand strategy and identity development, tagline, key messaging, copywriting, brand style guide and master assets, website design, stationery templates and digital marketing assets. By providing these services we were able to assist Austchrome in futureproofing their brand. Haynes Group was another recent project we worked on for a brand refresh.
Once you’ve established your logo and taglines, you need to make sure your branding is then rolled out consistently across all mediums. Whether it be your website, social media, corporate identity and advertising, keeping each touch point consistent will help you to present a united, professional business front that offers continuity for all who visit your business whether it be a physical or digital presence. One report found that “consistent branding across all channels can increase revenue by 20%”.
In addition to the benefits of brand for building your customer base, having a strong brand also provides more motivation for your employees as it represents your values and mission as a business. It provides an emotional connection for your employees to work towards other than simply being a job that sells a certain product or service.
As we can see from the likes of Nike and Coke, your brand is one very valuable asset. It’s what your customers invest in and connect with. Taking the time to get this right will help your business put its best foot forward right at the outset.
Does your current logo and branding represent your business values? If not, get in touch
