What Is Your Brand and Why Does It Matter?

Modern branding goes far beyond deciding on the name of your company. Instead, it includes both visual elements and intangible ideas that describe what your company is about. Chances are, you don’t simply want to let people know what products you offer- -you likely also want to share how they can enhance your customers’ lives and what being part of the company means to you. In this fast-paced world full of new information, people are asked to processed quite a lot on a daily basis, the need to stand out is greater than ever. So how can you cut through all the noise to grab the attention of an audience? By building a brand that people will remember.

What is a brand?

Your brand is much more than simply the name of your company. A brand is the perception that consumers have of a company, product, or person. It uses words, images, and concepts to build a recognizable personality that people identify immediately. It paints the full picture of what your large or small business has to offer and what sets you apart from your competitors. Visual elements of branding include everything from a well-designed logo that conveys the tone and purpose of your business to the carefully-chosen colors, fonts, and other elements of graphic design that subtly show customers what your company is all about. Other aspects of your brand can include your company values, causes you partner with, and innovative ideas within your industry that your competitors haven’t thought of yet. Branding goes far beyond a slick logo, a catchy jingle, or an iconic tagline. Building the right brand will help form a series of emotional and psychological connections that make something both memorable and desirable to those it reaches.

Why is branding so important?

Although choosing a company based on its logo and colors may initially sound superficial, these elements are crucial when it comes to making sure your current and future customers understand how the goals and interests of your company align with their personal goals and interests. Making the right branding decisions that portray your business exactly how you want it to be seen by your target audience can make the difference between potential new clients quickly deciding that your company is the right fit for them and moving on to find a better match.

This is why it stands as perhaps one of the most important aspects of any successful business. Think of a mansion with four floors, two dozen rooms, a garage you could store an airplane in, and a small army of professional waitstaff at your beck and call 24/7. Now imagine that this mansion was built on top of a sinkhole. No matter how fantastic and well-built that mansion may be, it will eventually collapse due to a weak foundation. Your brand is the foundation of your business. If it isn’t solidified, what you’ve built will not stand the test of time.

Let's get to building the brand...

Building a solid brand starts with figuring out the core principles of your business. Authenticity is key at this stage because it shows that you believe in what you are doing, and people only follow the things they can believe in. Have you ever used a service and discovered that it didn’t do what it was marketed to do? That service most likely didn’t receive any repeat business, because there was an inconsistency between their brand and their actual identity. Be honest, open, and consistent with who you are, and you’ll start to build the foundation you need.

It is an investment to build a unique brand. Shaping the perceptions of consumers can often mean the difference between a successful business that stands out and another product or service that gets lost in the daily noise. In this day and age, it can be hard to find that unique voice that makes people sit up and take notice. But it doesn’t have to be. Contact us today, and let our professional team help you with building your brand and increasing your success.