You’ve heard branding is important for your business, but why? Maybe you don’t even know what branding is, so how could you possibly know why it is important? Some simply think that branding is your logo and part of it is, but good branding goes way beyond an icon with your business name on it. Branding is a collection of all the elements that make up the design and recognition of a business. It reflects you, your values, and who you’re targeting as an audience. These elements can include your logo, website, marketing, and any other uses of your companies overall design.
Now that we’ve established what a brand is and includes, here are 5 reasons why you should care about your brand.
1. Your Brand Speaks to a Target Audience
Let’s say your brand is very fresh and modern looking. At first glance, an audience might think that you’re targeting a younger, business-minded crowd, but your idea is to target an older audience. You’ve just directed a completely foreign audience to your company and that audience then becomes confused as to why they were targeted. Your brand should speak to the audience you are targeting. Know your audience first and what they will be drawn to, then create something with similar elements to other brands that particular crowd is looking for. That’s not to say “steal other brands’ ideas,” but you can use the same words to describe various ideas, so use that to your advantage. If you would describe your audience as young, trendy, and modern, then you should be able to describe your brand in the same way.
2. We Do Judge Books by Their Covers and Your Brand is Your Cover
Your logo could be the first thing someone sees of your business. If they’re drawn to it, they will probably want to know and see more of what you have to offer, but if it blends in with all the other covers around it, most likely your audience will just pass you by. Create a brand that makes a good first impression, and you will keep your audience coming back.
3. A Brand is a Direct Reflection of You and Your Employees
People are drawn to companies they feel they can trust. Your brand speaks loudly in this aspect of business; if your logo and branding is professional and includes colors that reflect trustworthiness, that is what’s going to come across to your audience. If the branding is sloppily done, your target audience can quickly be turned off to your customer service you provide, even if it is exceptional. Make sure to use the right elements and colors to display a certain message to your potential customers.
4. Some Brands Are Memorable, Some Are Just Not
It’s obvious that most, if not all business owners want their business to be memorable. A boring logo will definitely not be memorable. You want to create a brand identity that not only catches the eye of your audience, but also sticks in their mind. The next time they need services that you provide, they should be able to remember your branding and come to you first.
5. An Awesome Brand will Stand Our from the Competition
This last reason ties in nicely with point number four: if your brand is memorable, more memorable than your competitor’s branding, customers will most likely choose to come to you first. If you put your brand or logo next to your competitor’s, would yours be the first one that your audience is drawn to? This is the ultimate goal of a brand and sometimes can take a long time to master. It is better to take your time creating a brand than to rush into a brand that doesn’t reflect what your company is really about.
To recap, a brand is important because it is the first thing you audience sees of your business, and if it doesn’t reflect who you are as a company or isn’t memorable, it will be buried under all of the other great brands that live in the customers’ minds. Take time to make your brand speak out through the noise of all the branding going on in this world. You can do it; We believe in you!
About the author:
Madison is a web and graphic designer at LaGwana. She enjoys all things art and music related and loves bringing a creative edge to the company. In the future, she wants to continue writing as well as designing, expanding her skills as she goes.