This is a blog piece written by WordSmith, a professional freelance writer on Gigworks.
Building your brand identity is not an option, it’s a necessity!
77% of consumers make purchase decisions based on a brand’s perception.
That’s precisely why every single business owner admits that solid branding is critical to their business growth.
It’s so because branding translates into customer loyalty, which increases the value of your business. And the value will keep growing if you continue to invest in branding.
Alright. Before we jump into learning the obvious benefits or reasons why branding is worth your investment, let’s take a quick refresher on what branding is and why it’s vital for your business.
What is Branding?
In the most simple terms, branding is the image or reputation of your company in the eyes of your target buyers.
How people perceive your brand depends largely on the outermost layer of it – its identity.
A brand’s identity is built upon a name, logo, colour scheme, vision & mission, etc.
These are what people get to see on the periphery to recognize you in the crowd.
These characteristics set your brand apart from your competition.
Over time, people start recognising your business by your logo, colours, and even your tagline. That’s why it’s essential to keep your brand identity consistent throughout your customer touchpoints, such as your website, help site, social media handles, press releases, newsletters, advertisements, and other brand collateral.
Here’s an example.
What brand name pops up in your head when you see this logo?
.. and this one?
You got it.
These companies have invested a great deal in their logo branding. Put aside other important components of your branding strategy; a mere logo has the power to set you apart from the crowd.
5 Proven Benefits that Branding Can Bring for Your Business
1. Branding grows trust and connection with customers
Brand trust is a key factor that influences consumer buying decisions.
Investing in branding can prove to be the foundation stone towards building a trustworthy brand.
Cultivating trust brings in many benefits, such as increased conversions, customer loyalty, connection with customers, and credibility as a market leader.
2. Enables you to set a higher price for your products
Brands with excellent brand perception can charge a premium price for their products or services.
If it’s hard to believe – compare Apple’s product pricing with that of its competition, it charges 3x the money for the same thing. (I know you would mention quality as a differentiating factor, but quality differs by small degrees)
It’s primarily the brand recognition that attracts upmarket buyers.
Also Read: 5 Common Mistakes Made by Startups
3. Persuades customers to buy & employees to be proud of
“If you’re unknown, you’re unsafe. This means your website visitors will need to be persuaded before they feel comfortable enough to take a chance on your business”, says Neil Patel, the renowned SEO strategist.
People landing on your website would have reasons to stay back and finish their purchase if you have an emotionally intelligent web design and powerful messaging that converts.
Like how people want to ‘buy’ brands, people also prefer to ‘join’ brands. Investing a bit in branding would give your internal stakeholders a reason to be proud of their workplace.
Your brand is what your people say about you after you leave the room.– Jeff Bezos, CEO,Amazon.
4. Aids your marketing efforts
Your marketing folks must be burning their midnight oil to do everything they can to spread the word.
Marketing efforts become seamless when your target audience or potential buyers are aware of your brand.
Thus, branding gives wings to your promotion efforts.
5. Lifetime of returns
For the right things to happen to you, you need to do the right things. And the right thing in this context is to improve your brand image or perception. The tangible aspect of branding for your business includes improving your web visuals.
Remember – people don’t buy products; they buy brands.
Once you’ve brought your brand image to the cruising point, there is no looking back – it rains gold.
But the question you might have is – where do I start?
75% of people recognize a brand by its logo, 60% by its visual style, 45% by its signature colour, and 25% by its unique voice.
It’s never too late to have a brand refresh.
Here are some quick tips for you to get up and running in this regard.
- Get your logo designed or redesigned
We have already established the importance of a logo above. It’s one of the most recognizable brand identifiers, followed by other visual elements.
If you already have a logo, see if it needs a face-lift. If you don’t have one – get one.
- Put a strong brand message in place
Brands with a vision leave a lasting impression on the buyer’s mind.
The website, and each media that you use to interact with your customers, should reflect your core brand message and company values.
Apart from the homepage of your website, the About page is an important place that allows you to showcase the best of you, including your vision and mission statements to win your customers’ hearts.
Get it written afresh by a seasoned writer.
- Build and showcase brand collateral
Brand collateral is the media used to educate your target audience to support your sales operations.
This could include but not limited to your sales deck, newsletter, creatives used for advertising, product explainer videos, social media posts, and so on.
Make sure the brand collateral you get designed is in tune with your editorial and design guidelines, to ensure consistency in design across channels.
- Give your product packaging design a makeover
It’s been seen that brands with straightforward product packaging can go a long way. Hence, this is another critical area for you to pay attention to.
While getting your product packaging redesigned, make sure of these three golden rules:
- Simplicity of design
- Clarity of product features in different plans
- Honesty in your pricing (no strings attached)
Consider Hiring a Freelance Brand Designer
It may not be viable for startups to hire an in-house team keeping in mind all the hassle it takes to arrange interviews and the required infrastructure.
But that doesn’t mean you need to hold your growth plans loosely.
Consider hiring freelance designers and writers (and freelance services of any nature for that matter) to help you build a cohesive, consistent brand user experience.
Find the design services you need on Gigworks today!
With a bit of research, support, and time, we are sure you would be able to build a brand that your audience would be proud of.
All the best!