In a competitive market place, the importance of developing your company brand should not be underestimated. Your brand is like the face of your company; it communicates your company’s values to consumers and promotes a recognisable identity that allows people to make an instant connection with your product or service.
Why is it so important?
Branding is the quickest way to communicate your company’s message to customers. Getting your brand design right can express the values of your business simply and effectively and allow people to make an instant connection between your brand and your business.
Implementing the correct branding strategy can also contribute to the credibility of your business. It’s important to recognise that business credibility cannot be achieved overnight, it is a gradual process of attaining and maintaining excellent customer service and delivering what your customers want. As your company becomes more established within the marketplace, however, your brand will provide a clear association with your company’s products and values, and will help to really cement your business in the consciousness of your target customers.
Good branding can create a bond between your business and your customers; if people can identify with a brand they are more likely to stay faithful to it. It is not unrealistic to state that effective branding generates an emotional response from customers, a sense of involvement and identification with a product or ideal. Capture the imagination of your target group with your brand and you will undoubtedly add to your customers.
Successful branding is more than customers recognising a logo. As you develop your brand and customers choose to invest in it, your brand will become synonymous with the distinctive qualities that will make your business stand out from the competition.
The Benefits of Creating a Strong Brand
A strong brand identity can influence the consumer to choose your products (or services) over those of your competitors. Once your brand is established and trusted in the minds of those consumers they are more likely to buy other products from the same brand with confidence, often at a premium. This process is crucial to success; as you continue to raise the profile of your brand and establish consumer confidence, the brand becomes more important than the product as the consumer becomes loyal to the brand. Creating and developing your brand, therefore, is not about making a sale but about leaving consumers with a clear and lasting impression of your company, your products and your values.
Where to Begin
Your company values are integral to developing your brand identity and the best place to begin a successful branding campaign is by identifying what you consider to be your company’s strengths. These could include things like excellent value for money, the ability to meet deadlines or outstanding customer service. The important thing about identifying your brand values is that those values are relevant to your target client group. If, for example, you work as a mobile hairdresser and your client group is predominantly pensioners, it would be more sensible for your brand values to reflect friendly customer service and affordability rather than cutting-edge, high fashion styling techniques. Whatever you identify as your company values, it’s essential that you deliver on them consistently.