Branding! It’s your company’s identity. Your product may be the best in the world, but it won’t get far without some form of branding online. Your online presence matters more than ever if you are to succeed. Otherwise, you just another grain in the sand.
So yes branding is important, like, very, very important. Especially if you are a small business. And I will go through why that is in this post.
But for those of you who are new to a business or are just starting to learn the ropes of what it takes to really get your name out there, we will go through what branding is in the first place.
By definition, branding is when your company creates an identity for itself, in the form of a name, a symbol or a unique design. Branding makes your company stick out among other companies that provide the same service as you do.
Some fine examples of branding include Apple’s logo, a very recognizable one or BMWs unique grill design on their cars as an example of design branding.
There are many ways for you ta make a design or logo become instantly recognizable when people see it.
Why is it important?
Branding can help determine how people see your brand and may have an effect on your company’s awareness. When done right, a brand could mean that your company will be instantly recognizable, and if you provide great products and services, then people will see your logo or design and immediately think, “Ah it’s by them! Then it must be good!”
Other points that make branding important include the fact that it:
Increases Your Company Value
Having an identity and establishing a strong brand can increase the value of your business as it makes your company an appealing investment. A company with no brand will tend to get looked over by potential investors.
Increases Trust in The Marketplace
Because of this increased value, there is more trust in your company. Presentation and strategic branding can build the trust of your customers, current, and future as people are more likely to go for a well established and recognizable brand. Giving your self this reputation means that people will believe that you are an industry professional in whatever field you are in.
May lead to an increase in customers
A good strong first impression through branding will definitely generate an increase in the customer base. If the service you provide to first customers is good, it will get them talking, and with branding, it will be easy for them to remember who you are as they let others know of your service. Word of mouth is only enhanced through good branding.
It Lets Employees Take Pride
When employees work for a strong brand and stand behind it, they will feel a sense of pride in what they do, especially if the service they provide is good. When your company becomes reputable through branding, many future employees will definitely consider a place in your company, especially with a good reputation.
It Supports Advertising
Branding is built upon components, one of them is advertising. Advertising techniques and strategies can really have an effect on branding and how people perceive the brand. Take for instance Old Spice’s way of advertising their line men’s deodorant and body wash and how their adverts have also become viral videos.
It Gets You Recognised
I said it before and I feel like I should say it again, you need to get recognized in order to find a box to stand on these days. No one is going to go to some nameless company to provide them with products or services. Sterrific has helped me to see that, as I got in contact with them to help promote my brand along with providing a great SEO service as well.
But Thread Carefully
Now because branding and your company image are very, no, EXTREMELY important, to your company’s name and image, research and proper planning must be done prior to an advertising campaign with your brand. You might make a tiny mistake or a big one, either way, people will notice. In the age of cancel culture and memes, that is something you would really want to avoid.
That being said, here are some examples of unfortunate branding practices by some large companies.
H&M Monkey Blunder
Back in 2018, H&M faced some backlash for the use of a black child to model for a sweatshirt that real, ‘Coolest Monkey in The Jungle,’ now for those of you who need clarity on the matter, calling a person of color, a “monkey” is really offensive, so to use a black kid to model for that sweatshirt would be the cause of some anger.
Boeing’s 737Max Crisis
You must have heard about two separate accidents last year that involved Boeing’s 737Max aircraft. These incidents got Boeing into a lot of trouble as family members directed their anger to the plane manufacturer. It didn’t help when it was revealed that the plane itself was faulty and many airlines had to cancel their order and ground aircraft. But this was all fixed in a system update, but the damage was done.
Kenneth Cole and the Uproar in Cairo
Back in 2011, clothing brand, Kenneth Cole caused some outrage over the internet due to a tweet they posted which took advantage of the current protests in Cairo during the Arab Spring. Needless to say, the fact that a company used the suffering of the Egyptian people to advertise a sale in their store is not cool.
Hopefully, by looking at these examples, you can see how much research should be done on your branding, but you must also make sure that your product is up to par as well, like in the case with Boeing. Now I know these are big companies, but smaller ones can really suffer too, like this matress company that completely went out of business because of an ad they put up on TV.
Hopefully, through reading this post, you have learned and understood the importance of branding and what it can do for small and large companies alike. And how a good branding strategy can really determine your image to the world.