We may be adept at recognizing the world’s biggest brands, but many companies fail to realize that the brand strategies of these giants work—on a much smaller scale—just as well for small businesses.
Branding is a bit of a buzzword in the marketing and advertising world lately, but it’s not always clear what we mean by it. As a result, you can be excused if you’ve ever wondered, “What is branding, and should I be using it?”
Learning the basics of branding can help you gain control of your company’s marketing efforts and generate more customer engagement. Here’s what you should know.
1. What Is Branding?
Let’s start with the branding definition. At the most basic level, branding is how you represent your company to others.
Your business’s branding includes all of the tools you use to identify your company. This will include your business’s name as well as symbols, designs, colors, and logos. You’ll use these branding tools in external and internal communications, including marketing and advertising.
Branding can also include non-physical aspects of your company, such as the types of content you use in your advertising and marketing efforts.
If you’re in the market for a new brand, it may be a good idea to step back and start with branding 101 as you consider the creative direction of your company brand.
2. Why Is Branding Important?
Branding affects how people—including your target customers—perceive your brand. Your brand is essentially the face of your company, and it’s how people recognize you in a crowd.
The right branding can even increase customer loyalty. When customers see branding information on a repeated basis, it can establish your company as an authority in their mind. This professional branding, in turn, can give you more leverage in the industry and help you generate new customers—and more revenue.
3. How Does Branding Affect Your Content?
Most of the time, we only think about the visual aspects of a brand, like the logo or business name. However, all of your content and messaging should come under a consistent brand umbrella as well.
Crafting content according to a well-defined “brand voice” and according to your company values can help you showcase your brand’s core vision and messages, which in turn affects the success of your business.
4. What Does Personality Have to Do With a Brand?
Deciding who you are as a brand can be tricky, but outlining it can greatly help your advertising and marketing efforts. Your brand’s personality includes human characteristics that your customers can relate to, including passions, dislikes, and other traits.
People are more likely to buy from brands they perceive to have a personality similar to their own. Expressing your brand’s personality through your website, social media, and even your actions can help elicit a positive response from your target audience.
5. How Does an Audience Impact Branding?
The best brands are designed to pull in a target audience, so yours should be crafted to build meaningful relationships with the people who are most likely to buy from you.
Tailoring your brand messaging, and even your brand design, to reflect their desires, passions, and challenges can make them more likely to interact and engage with your company.
Consider Consistent Branding Today
Now that you’ve stopped wondering, “What is branding, anyway?”, it’s time to start considering how to brand a business for success. Working to create a consistent brand can keep your company top of mind among members of your target audience, which in turn can increase engagement and revenue. So what are you waiting for?
Seeking more insights into the advertising and marketing strategies that move the needle? We’ve got you covered! Check out our other posts to learn more.