Why is branding so important and what does it mean for your business?
Most business owners understand that branding is important to their business and marketing it, but WHY is it important, WHAT is it's purpose, and HOW do you use that branding in your marketing plan?
WHY is branding important?
The simple answer is to make sure that people recognize and relate to your business, product or service.
WHAT is the purpose of branding?
Simply to create the picture that comes to the customers’ mind when they require a service or product you offer and then recommend it to others.
HOW do you use your branding in your marketing plan?
Your name, colors, logo, designs and verbiage all play a part in branding your business. Use these tools in all of your marketing efforts: Design, Print, Web, Social Media and Media advertising to engage and attract your target audience.
The 4 concepts to focus on when it comes to your branding.
1. Your Logo
A logo is considered the frontline representative for a business. It provides the business with an clear image. Customers tend to remember a logo rather than the name of the company. A simple and good looking logo will often be easier to remember than the name of a service or product. Making your logo unique will help your customers differentiate it from your other local businesses and competitors. Your logo is the identity of your company!
2. Your Customers & Brand Bonding
We all grasp the concept that brands build customer loyalty and lead to repeat purchases. So how do you get your business brand to reside within the hearts and minds of your customers, clients, and prospects? It really boils down to the sum total of their experiences and perceptions, some of which you can influence, and some you cannot. First you will need to understand the underlying needs and wants of your customers. This can be done by integrating your brand strategies through your company at every point of contact (See "HOW to use your branding in your marketing plan" above.)
Here are 3 points that may help you understand better about creating brand loyalty:
Customers In today’s world seek more than a product; they are looking for an experience! Take BMW for example, BMW has really hit the mark on a sensory package–it’s the feel, the sound, the smell that let you know you’re behind the wheel of the ultimate driving machine. As brands are battling for higher affinity, it has become fundamental to connect and engage with your customers on a regular basis.
Identify what your customers want. Today customers look for the next level of experience. Give them special treatment: complimentary beverages, private lounge areas, special magazines to read, handheld electronics to play with as they wait, whatever it takes to make them feel like a King or Queen. You can also provide them with incentives just because they love it! This can be done by offering referral packages, a bonus if they add on or upgrade services, a private VIP area. When you do these things customers tend to bring more profit to your company and most likely will stay loyal to your brand.
Consistently deliver high quality. A quality product or service will land you customers, but consistency creates brand loyalty. Keeping consistency is simple; deliver good quality and an experience that is above their expectations!
Referrals are all about making your brand talk-able. Brands make it easier for current clients or customers to refer your brand to others. Word-of-mouth advertising is priceless. Convey to your customers the uniqueness and importance of your business and tell them why your brand is effective, exciting and important to them; more than any other brand. Once you have established that then LISTEN! Listen to your customers and make sure that your brand has a starring role in the conversation. Do what you can to find ways to connect with them and get their feedback.
4. Value Added
Brands add value! This means that your brand adds something different that no one in the market is currently offering. Go the extra mile and do something so spectacular! Think outside your daily routine to better serve your customers by proving to them they are your highest priority, everyday! Stay in sight of your customers as often as possible. Your customers should always be convinced that you are the best in providing that certain product or service. Reward customer loyalty and keep trying new, innovative ideas