Imagine a world where everyone dressed, spoke, and acted identically. What kind of world would that be? Individuality is the reason that every day is different and exciting. It teaches us new things and helps us decide what we like and what we don’t. Now, imagine a world without branding. Every shelf and storefront would look the same. But at the same time, their products or services are still very, very different.
Your brand is what gives your company a personality. It puts a recognizable face to your name and differentiates you from hundreds or thousands of companies trying to offer the same things you do. Are you sure your branding is sending the right message?
Brands come in all different styles, designs and symbols, but the one thing every brand should know is itself. Today’s consumers highly prioritize authenticity when choosing a company they want to work with (according to Crowdspring, 91% of consumers do this). And the most authentic brands are the ones that really understand who they are and use this understanding to create strong customer relationships.
Why is branding so important?
Your brand should live in the hearts and minds of your potential customers, giving them a deeper motivation to not only remember you, but choose you over your competitors when it’s time to make a purchase. A flashy design may look cool in your marketing, but if it’s not relating to the actual needs of your target audience, then flashy is all it is. Experts suggest that 90% of all purchasing decisions are made subconsciously, and that’s where a memorable brand really shines.
Branding combines both psychology and science in a design that represents a promise to your customers, but don’t forget that consistency is just as important as the visual itself. Some ads have the power to stick with us after just one run, but in reality, the more your potential customers are exposed to your brand, the harder it will be to forget. This brand awareness helps build recognition and trust that are both crucial to the authenticity that your customers desire.
How do you determine your brand?
Building your brand starts with establishing this personal understanding of your company. What makes you, you, and why you are exactly what consumers need. Here’s how you can get started:
Know your specialty.
What makes you stand out? These are your differentiators. Whether it’s a special personal touch to your process, an unrivaled value compared to your market, or a distinct backstory that drives the passion for what you do, make sure this important trait(s) is being told loud and clear in your branding.
Audit your current identity.
If you googled your company right now, what would you see? Are you being perceived in all the ways you want to? Maybe you’re getting lost in the strong messaging of your competitors and becoming an afterthought. Put yourself in the consumer’s shoes as you browse online and think about what you’d want to see from a company or if what you’re putting out there is enough motivation to click and learn more. Would you choose you right now?
Know your purpose and goals.
Ask yourself two questions: why is it you do what you do, and where do you want to be in the future? These two elements help create your brand vision. It’s important to recognize the purpose behind your business and what inspires you everyday because customers want to know this too! The passion that motivates you is the same that your customers will resonate with. And knowing the impact you want your business to have will guide your brand messaging in the right direction.
Now that you know what you need to do, and why you need to do it, let us help you get to it! Build a brand that truly speaks to the unique personality of your company and gives customers the confidence to choose you first, every time.