Your company brand may very well be the difference between potential clients choosing your company’s services over an alternative. Companies with successful branding create a recognizable image for themselves and are then associated with said image, colour, slogan or campaign. Branding is a massive part of how companies are viewed and how often people will spend their money on the services offered by them, but why is this the case? Let’s analyze.
What defines a brand?
A company’s brand can essentially be defined by anything; as long as it’s unique, eye-catching and successful with their target audience. Certain brands are so effective and iconic they can be recognized by colour alone. A great example of this is the world-wide fast-food chain, McDonald’s. This company has built up such a successful brand over the years, they often don’t even put their logo on their advertisements. The iconic red and yellow colouring coupled with their unique lettering makes them instantly recognizable, and therefore reinforces people’s association with their brand.
How does a successful brand resonate with audiences?
Any company no matter the size must understand one crucial aspect in marketing; your brand must be seen as favorable to your potential clients. Your services can be almost, if not identical, to your competitors, but the client must feel that your company is the one for them. A great way for your company to do this is through your branding. If your company is known for its witty advertising, clever marketing strategies and good customer services, you are putting your business in a position to receive both return and new customers. Remember, whilst branding is important, good customer management and quality services are also a must. These, too, will reflect your brand.
How does one build a brand?
Building your business’s brand is all reliant on what unique aspects of your company’s image can be retained by your target audience. For example, say you are a business that sells furniture, and you choose to run an ad campaign on the radio. You must consider factors like when the advert will be broadcast, on what station the advert will be played and what your audience will remember from your advertisement. This is why so many advertisers focus on repetition, especially in audio-only adverts. Repetition of things like the services you provide and especially your brand name will allow the audience to retain the information you are trying to relay, consciously or subconsciously. Lastly, whilst all these factors are essential, it is crucial that your brand has a unique, captivating or possibly even humorous element to it. If you can do these things, and your target audience can relate to your message on some level, you have begun to build a successful brand for yourself.
Final thoughts
To answer the initial question posed in this article, yes. A brand is extremely important to your business, as it defines how your image is seen by the general public and the audience you want to attract. It is important that your brand is unique, eye-catching and contains elements that people can associate with your company. It is a way of assuring that your potential clients will be able to remember and identify your business in such a way that it gives you an edge over companies that may offer similar services.