Three reasons why branding is important
So you’ve decided to start a business. Now what? Developing a brand identity is a great first step in starting any business. What is branding? And why is it so important?
Branding is more than just your logo. Creating your messaging is just as important. Your brand is your company’s personality. How do you want people to remember and recognize you?
Let’s talk through an example.
Charmin is a toilet paper company, and aside from making sure they are known for soft TP, they fully embrace humor to do so. Can you think of any other company where their ad features a bear cub singing about how his heinie is clean? Along with that, they really make sure their Twitter followers understand that they are funny. Here’s one tweet; “On a scale of 1 to making the Kessel Run in less than twelve parsecs, how fast do you have to ‘GO’ after your morning coffee kicks in?”
Charmin has a very strong personality which brings me to why is branding so important. There are many reasons but here are the three most important.
You want your clients to know you without having to try too hard. You want to be able to show up anywhere at anytime and have people know the company you are representing. There are over 30 million small businesses in the US alone. You can see how hard it is to stand out. Now imagine trying to stand out without any kind of identification. As much as I hate them, McDonald’s is a good example of mastering recognition. Any yellow M immediately makes you think of the fast food restaurant chain.
Do you think you would buy from a company that didn’t have any logo or messaging? Maybe, but probably not. It’s like getting a friend request from someone you don’t know, and they don’t have a profile picture. Lexus is the #1 most trusted brand in cars. They did that through the quality of their product, of course, but their tagline is “experience amazing” (used to be pursuit of perfection). You know that when you buy a Lexus, you trust that you are getting a premium and well built vehicle.
Generate and inspire new customers
More than ever clients want to buy from companies they believe in. We are in a time where voting with your dollar is a very real thing. If you have a genuine identity, purpose, mission & values, people will want to buy whatever you are selling. Think about Nike. Their purpose statement is “bring inspiration and innovation to every athlete.” All of their print and TV ads are focused around achieving your dreams with high energy visuals. Along with this, they recently debuted the controversial Colin Kaepernick ad that said “Believe in something. Even if it means sacrificing everything.” Many people took to social media to show them burning Nike products and stating their boycotts. But guess what? Nike’s sales skyrocketed by 31%. By sticking to their values, they were able to inspire millions to stand behind them.
I want you to think about the personality your company has or the one you would like for it to have. Then research other companies that are doing this well. How can you apply the same idea to your brand while being unique?