Updated: Mar 6
The meaning of branding has developed over the years. Previously, it was thought of as a visual way to communicate with customers. This included things like maintaining a consistent logo and branding colours. However, things have changed. Branding has become more than that, and ‘the power of a brand lies in its ability to influence purchasing behaviour.’ Clearly, branding is more than just business recognition, and this evolution is why exceptional branding is no longer just an option.
Branding creates trust with potential customers and repeat customers. A brand is a company’s identity. Every business needs to focus on its brand promises and its brand values. Brand promises show your target audience who the company is by making it clear what the company’s aims are. Does your company aim to send your products to your customers in record time, or is it your company’s aim to care more about quality than speed? Brand values show what you stand for as a company. Do you want your company to be known for great teamwork or for transparency? These are the things that need to be included in your brand.
Your brand should also include information about how you would like to communicate with your target audience. Choosing the right brand tone will help you target your potential customers accurately. Once you have created your brand tone, values, and promises, it’s important to stick to them. Keeping these elements consistent will help you to build trust with your target audience, leading to potential sales conversions.
Without It, the Value of Marketing Is Questionable
Many businesses focus on selling their product or services to their target audience. Although this should be a focus, it lacks promise if the foundational work has not been done. The amazing promise of doing business on the internet, coupled with the acceleration of communication technology, has led to endless possibilities. Companies are able to sell on a global scale like never before. This is great for business but has also led to the market in many industries being saturated, and so the power truly lies in the customer’s hands. They get to ask the question, why should I buy from you?
This is also where branding comes in. Branding includes consistently showing your target audience what separates you from the competition. Sharing this with your target audience is important because it tells them why your company is unique and why they should choose your company over the competition. Once you have defined the many elements of your brand, you will be able to create your marketing campaign around it.
What Is Your Company’s Personality?
When reading a good book, each character has a personality type and a background story. Characters often have catchphrases, and they even have a dress code. If a noteworthy company turns that book into a film, the above characteristics will stay the same. This is exactly what your brand personality should be like.
An exceptional company allows the personality of their brand to stay consistent, allowing potential and current customers to have a quality customer experience. It shouldn’t matter how your customers meet your company. Whether it be on Instagram or when purchasing in a shop, the personality should stay the same. Not only does it help the customer to have a great buying experience, but it allows your employees to know exactly how to make sure the customer receives the customer experience in the intended way.
Exceptional branding will allow your customers to understand who your company is and why they should purchase from your company. Exceptional brands ensure consistency, allowing the target audience to be able to enjoy their customer experience regardless in which form they meet your company. Your brand is more than just a visual cue, it’s your company’s identity and this is why exceptional branding is no longer just an option.