What is Branding and Why is it Important?
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Gone are the days of simple three line advertisements in the newspaper. Modern marketing is much more complex and challenging; it requires skill, strategy, and technique. But, step one in marketing your way to the top is creating a strong brand or branding.
If you’re wondering what exactly branding is, ask yourself, what makes you drink a Coca Cola, slide into a pair of Levis, or purchase Nikes versus their competitors? It is the story these companies communicate to consumers every day. Nike, whose name is taken from the the winged Greek goddess of victory, along with it’s signature “Just Do It,” slogan promotes the message of speed and invincibility. It's the message consistently conveyed throughout the years and throughout the media, that a pair of Nikes will make us the fastest, the strongest, and the best version of ourselves.
Branding by definition is the marketing practice of creating a name, symbol, and design that gives authenticity to, identifies, and differentiates a product [or service] from others...including its website, packaging, customer service experience, and promotional materials. Branding strategy is determined by how, what, where, when and to who you plan on communicating your efforts. Overall, branding is key in creating consumers’ perception of a company, product, or service.
Contrary to popular belief, branding is important not only for huge corporations, but also for small businesses because:
1. For starters, having cohesiveness and unity with your color palette, logo, and design shows a strong sense of professionalism, legitimacy, and credibility.
2. Having a consistent and memorable logo will increase brand recognition. Creating familiarity between your product and your customer may be what sets you apart from your competitors. Ultimately, the goal will be to create customer loyalty.
3. Having a strong brand creates clear expectations; Consumers will know what to expect from their experience
4. In a world with an endless amount of choices, highlighting your company's unique mission and virtues will give you a competitive edge.
While the process of branding can seem overwhelming, you’ll be met with a positive reception in addition to countless other benefits. And you don't have to do it alone! You can start creating your brand today by contacting us for help with your logo, website design, and much more. You can also check out our recent work here.