What is branding? And why should you care about your company brand? You’re not Amazon, or Apple, or McDonalds. You have small (but hopefully growing) business in Connecticut. You probably only work in your own town or city. You’ve gotten to know your neighbors and they’re your customers. So why think about branding?
What is Branding?
Branding is the way you are perceived by everyone out there. Most people think about branding as your company name, your logo, and your company’s visual elements, but it’s actually more. Much more.
Branding is what people think of when you think about a company: your messaging, values and customer experience. It’s your products and services, and how they work, and if they keep working. It’s the unique personality of your business, the keys that set you apart in a crowded marketplace.
More than creative
It’s a strategic imperative. Another name for a “brand” is your reputation. Do customers associate you with a great experience like Apple or Amazon, or a disappointing one. Think about some brands that have been in the news: Southwest. Volkswagen. And Blackberry (do you even remember them?) So you can see how powerful a bad reputation is.
Branding can help with
- Trust and Credibility: who do you trust when you’re shopping? Some of the most trusted brands in America are Band-Aids, Amazon, and Kleenex. You probably use these brands. It’s because we all trust them.
- Differentiation: You’ve got to stand out from your competition, or your customers will choose your competition. Your brand makes it easy to remember who has the best products and services. A strong brand clarifies what you stand for.
- Memorability: think about your grocery store’s Cereal aisle. It’s a sea of boxes and brands. A strong brand makes it easy for customers to remember their favorite. So I’ll bet that you have a box of Honey Nut Cheerios in your kitchen. Right? Wouldn’t you like to be that memorable?
- Loyalty: When your customers feel a connection with your brand, they’ll keep coming back, and even see you out. That’s why we shop at Amazon, have an iPhone in our pockets, and get pizza from Dominos.
- Premium Pricing: When you’re trusted, different from your competition, and memorable, you can afford to charge more, and consumers will happily pay. That translates into increased profit.
Your Niche
When you reinforce your brand and create your Niche you’ve gone far beyond “logos and colors.” You craft a cohesive identity that builds a loyal customer base. There are few investments that you can make that are stronger than a recognized and trusted brand.
Find out about a simple branding tool that is guaranteed to reach your best prospects at the right time. In Connecticut call (203) 655-3920. Nationwide call (800) 862-8896. Or you can email by by clicking here.
