Have you ever thought about this? Everything you know about every product you use is due to branding. It is the connection between the company and their customers and vice versa. Branding is essential for every business . . . whether small, startup, partnership or corporation.

Beyond just a memorable logo, good branding increases the value of a company, provides employees with direction and motivation and makes acquiring new customers easier.

So what exactly is the value of a strong brand?

The short answer is . . . EVERYTHING.


Here are 6 reasons why branding is important to your company: 


1. Brand Consistency Builds Trust

A consistent brand throughout ALL of your businesses’ marketing pieces gives a message that your business is stable, credible and can be TRUSTED. It shows that you know what you stand for and that you are there for the long term. Building a strong, recognizable brand will help you connect with your existing customers, sell to new ones, and encourage loyalty and recognition. Like any other business task, successful branding requires careful planning and a smart strategy. Branding should give a clear message that you are serious about what you do and that message should be unwavering throughout all your marketing. From your brand, signage on your store front, banners for your store windows and trade shows, logo gear, business app, to your web presence, your brand message should be consistent in look, feel, style, message and color. Your brand should be consistent throughout ALL your marketing pieces, even the type font that you choose to use for your written message text. All should be consistent!

Customers are more likely to purchase from a business that appears polished and legitimate.

Branding gives companies a chance to let customers see the business for what it really is. This is the chance to be honest and open about what your company represents. The look, feel and message conveyed will separate you from your competitors in your industry. 

As customers get to know your business, they will begin to trust you. In order to build trust, you must give customers a reason to try you out. The brand must be spot on as the first customers will determine how many more (or less) customers you will receive. And, of course, you have to follow up with exceptional customer service, experience with the product/services and positive online communication on social media so they keep coming back for more and sharing you with others.


2. Branding Supports All Marketing Media

Marketing is another important component of a brand. Both the marketing medium chosen and demographic targeted for advertisements help build a brand. To spread the word about the business and stand out from the competition, add your logo to promotional pieces, such as product packaging, apparel, shopping bags and all printed pieces. The website should also feature the same look, feel and colors of the brand, reinforcing the sense that this business is a reputable, consistent expert in its field. Adding your brand to all your promotional pieces and logo gear or swag would offer a brand impression to your target audience and it would turn the logo into a walking billboard — in other words, free advertising to get the business recognizable.

A company’s marketing efforts have a direct impact on sales and market share, but they are not the only factors that influence industry performance. A positive brand image is vital to business success, and a brand is much more than a familiar name presented through traditional advertising strategies. A brand encompasses the consumer’s complete experience with both the product and the company. Much of the company value is due to the branding of the company. A strong brand often guarantees future new business and return business.

Branding can reach so many people in so many outlets. It reaches people offline, online, mobile and niche markets.


3. Branding Builds Financial Value and Protects Your Company

Whether a company is in the position to borrow funds for expansion or rolling out to an IPO, being perceived as more valuable will make the process advantageous for the owner. The greater a company’s devotion to building its brand value, the better the financial return from its efforts. A unified, consistent brand means your business is positioned for any future expansion it wants to make.

A strong company brand also brings value to your company if you decide to sell it or if you are looking for investors or partners. It positions you in a place of leverage and power to receive the best price for your company or to get the best investor dollars for expansion or support. A strong brand stands the test of time.

A brand is an asset. The image you present to the public is a huge chunk of your business. The worth is just as much as revenue and sales. A lot is at stake; finances, creativity and time is on the line. Branding will make the difference between revenue/sales and debt/liquidation. 

Branding protects you from competitors who want your success. Without it they will have no problem making copycats of what made you popular and claim it as their own. They can carry the same or similar products, but they won’t be able to take your brand, style and originality away from you.

Brand enables you to charge a premium, helps you grow your company and makes it easier to work through difficult challenges throughout the longevity of your company.

Your brand is the identity customers come to know. The importance of branding your business cannot be overstated. Branding is how customers perceive your business. Hopefully your brand is the reflection of joy, trust, loyalty and a lasting good impression!  Company branding usually begins with a new company logo. Many times, businesses do not understand the importance of properly branding their company.


4. Branding Association Inspires Employees

A strong brand message can create a culture that your employees want to be associated with and project to others.  Many employees need more than just work — they need something to work toward and be a part of and associated with. When employees understand the mission of a business and its reason for being, they are more likely to feel that same pride and work in the same direction to achieve the goals the business has set. Having a strong brand will turn the company logo/brand into a reason the employees can rally around and want to stay with your company. It creates passion to inspire those working with you in your company to become a team and be inspired during times of growth and stay through any business challenges that may arise.


5. Branding Generates New Customers and Builds Loyalty

Branding can also help a business get word-of-mouth referrals. Customers will want to tell others they are associated with your company and will want to share your marketing pieces or wear your marketing swag if they are proud of your brand. The most profitable companies, small and large, have a single thing in common . . . they have established themselves as a leader in their particular industry by building a strong brand, starting with a strong logo.

People are more attached to companies that have a brand, than companies that don’t. Brands create a bond filled with good memories and good experiences and customers will never forget it. That connection can’t be strategized . . . it just happens.


6. Branding is Remembered

One of the major assets of a brand is a logo because, as the “face” of a business, it’s what people instantly recognize and remember. A professional logo design is simple enough to be memorable, but powerful enough to give the desired impression of your company. When your brand message is conveyed clearly and effectively throughout all your marketing pieces your potential customer will choose you over your competitor, because they conclude that you have the experience required and are capable of giving them the great quality service and product that they want and need.

Call the Brand Experts at AK Branding with your questions at 425-890-7271.  Let them help you brand your company properly.    www.akbranding.com