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10 February 12

Why Is Branding So Important?

There is a buzz word that has been around for while now, some get it, some don’t and why is it so important anyway?

What am I talking about? Branding

Branding is more then your logo, your business cards and the product or service you sell. It is the thing that people remember and say about you when they leave your store.

  • What is the essence of your business
  • What are the businesses values
  • What is important to you
  • What do you people to think about when they think about your business?

You may here people say “This is very off brand” or “This is on brand” for something to be off brand simply means that it is not congruent with the business. When something is on brand it’s aligned with your brand message. For example I was going for a run a couple off weeks ago and I noticed an old, slightly batted ute that had signage saying ”Designer Constructions”. My first thought was “Man, I wish I had a camera” the next thought was “LOL! That is so OFF brand.” Because there is no way I would trust that company to build me a designer anything and I didn’t even see or talk to anyone.

Branding is a crucial element to your business and it needs to filtered though every facet of your business. From stationary and signage right through to your customer service and your product, it all must be aligned, complement and speak to each other….to have continuity through out your business.

Food for thought; your business brand also needs to be aligned with your personal brand. But why if I am not the face of my business? I hear you ask.

Your business is an extension of you, therefore it needs to aligned with your own personal values. If you want your business to grow and have longevity then this is an important thing to consider.

When you create a strong brand you can expect:

  • Delivers the message clearly
  • Confirms your credibility
  • Connects your target prospects emotionally
  • Motivates the buyer
  • Concretes User Loyalty

Things to consider when you are thinking about your branding;

  • Understand the needs and wants of your customers and prospects. You do this by integrating your brand strategies through your company at every point of public contact and beyond.
  • Your aim is to create a brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot.
  • As the economy gets tougher and tougher it's important to spend time investing in researching, defining, and building your brand. Your brand is the source of a promise to your consumer. It's a foundational piece in your marketing communication and one you can’t afford to be without.




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