Today, consumers and clients are more vocal and proactive in finding out about a company’s background. Customers no longer settle for just purchasing the products or subscribing to services, they want to know WHO are the people running the company, WHAT the company stands for, and HOW the company will be able to relate to them on a personal level.
Companies these days are not only expected to uphold their names in the market or maintain the quality of their products and services. Companies are expected to build an overall reputation that needs to be consistent and the approach needs to be holistic – that’s what they call BRANDING.
If you ever wonder what branding is all about and what makes it different from business, I’ll gladly discuss with you a detailed and informative article about it and I hope it will be useful for you when you decide to maximize your opportunities in the market field.
DIFFERENT but NOT OPPOSITE
Okay… so before we start saying that branding is different from business, let me just make it clear that they may be different, but they are not completely the opposite of each other. In fact, they are leaning toward the same side… but not really the same. Let’s just say that the two have their fair share of similarities and a notable amount of differences.
So, let’s start!
Brand | Branding
There are variations in the definition of brand or branding. The most common definitions of these terms include “logo”, “personality” or “tone”, and the overall impact on clients. Yes, these definitions are somewhat true to some level. However, the most comprehensive definition that I’ve read on branding is that of Seth Godin’s, which states that branding is setting expectations, memories, stories, and relationships that makes a huge factor in the decision-making of clients when choosing one product over another.
So, let’s use that definition and discuss it further to give us a clearer picture when we talk about branding and business. Side-by-side, these two terms are very much related and studying how to succeed in creating a remarkable brand will ultimately make your name in the market place stand out.
IS BRANDING REALLY IMPORTANT?
The quick answer is YES – but this answer is pretty much useless if we don’t discuss the reasons why branding is important.
So, let’s do this!
Okay, the best way for me to show you just how important branding is, is by giving you a story that could most probably have happened to you in a similar way at one point or another, as a customer.
Have you ever tried buying something from any store and you later realize that when you start using the item, that you really like it and wish you could order exactly the same item again next time around… BUT no matter how hard you try to remember the brand, you just can’t. So what happens? There’s no guarantee that your next purchase will be from that same brand, and it would also be a loss would-have-income for that brand.
So you see, as an entrepreneur, building our own brand and making it standout is one of the most important things if we want to make it out successfully in this very competitive arena.
Admit it, when you’re the customer, you wouldn’t mind paying an extra amount higher than what others are charging… especially if you know that the brand that you are paying it to is proven and tested to have the right quality that you want to be delivered.
THE 5 C’s of BRANDING
Every product, every service needs to be needed. In order for your product or service to thrive, you have to offer something that solves your customers’ problems – thus, making your product or service indispensable.
So now that you have something important to offer to your customers, it’s time to convey the message to them in a clear and interesting way that will surely catch their attention. One way to make an effective content that communicates and makes a mark in the minds of your customers is through taglines.
Customers rarely react when you are being consistent… BUT, one slip of inconsistency will make them notice it and they could sway away from you if you are not careful. Consistency means your brand will have the same quality, the same look, the same feel, and the same message every time, any time, and any branch that they avail of your product or service. The secret to consistency is cohesion and repeating it over and over again because that is what gives customers the satisfaction that they need. This overall satisfaction is what keeps them coming back to us.
Once you set-up your brand, your community will follow. A community is where your brand’s “fans” are gathered, and this is a perfect venue to increase even further your customers because within that community are recommendations that are shared between every member. New members will come and they will eventually become part of your growing community too!
Saving this for last because for me personally, how your brand looks can create so much impact on your customers’ minds. By colors, I mean your overall image and the look that your brand projects – the design of your logo, the theme in your website, the interior design of your office and store, and even the uniforms of your staff. All these play an important role in how you will be perceived by your customers.
Are you homey and comfortable? Classy feels? Luxurious vibes? Family-oriented? Or it can be a combination of 2 or more! Overall, your brand’s colors and designs are what your first impressions will be to your potential customers… needless to say, you have to make it a good one.
Branding your business has become a must in today’s market world because a brand will give identity to your business. It’s not just about making new sales anymore, it’s about creating permanent connections and making sure that these customers are recurring and will be sticking out to your brand in a long-term perspective.
Do you need help branding your business? I can help! I would love to give you some tips that definitely worked for my clients who tried it in their business.
Let’s chat! Contact me at firstname.lastname@example.org