If you’ve started your own brand and your own business, then you probably have some idea of how important it is. Between networking and brand recognition, you have to put a lot of work in. And some days it may seem like it’s all for nothing. But branding is incredibly important. It’s what tells your customer about you at a glance. Here’s how:
When you get into branding, you’re telling people what matters to you. If you market with a bunch of hot young things partying it up – you’re rocking the YOLO set of values. If you go with an upscale, intimate campaign, you’re implying that your company has “rich” values. Your brand shows your values – so choose wisely!
Your brand also gives your consumers or clients a glimpse at your story. Where your brand started, what inspired you, where you plan on going. Giving your audience this kind of window into your organization can pull your them in and help them feel emotionally connected to your brand.
So let’s say you go with all ‘clean,’ ‘fresh’ colors. You have a lighthearted campaign with a focus on fun and family. You have wholesome values, but do fun events with mass appeal. Congrats – you’ve started a “vibe” for your brand. This is a great time to start suggesting when and where your brand is best and appropriate. If you need some ideas for figuring out how to convey your brand, look at some popular Youtubers. They have mastered the art of conveying their vibe in their descriptions, the backgrounds they use, and the titles of their videos. All it takes is a few seconds to figure out what they are trying to do.
While it doesn’t have to be on the nose, your brand should inspire consumers to believe your product or service is superior. Look at your clean colors, your recycling logos, your fun ad campaigns, your health-conscious choices – doesn’t that make you better than the similar brands out there? Focusing more on what you are than what your competitors aren’t will also give you a more positive and trustworthy vibe. It implies that you don’t need to bash the competition, because they truly aren’t competitors.
Most importantly, excellent branding gets your name out there. If you have an amazing product that no one’s ever heard of, they will look up what it is, find your most famous competitor, and buy from them. You need to combine a memorable name with efficient SEO and marketing practices to come out on top. Proper branding helps you to be THE product or service, not a product or service. (Think of how many people call sodas “cokes” or ask for a “kleenex” rather than a tissue.)
There are a lot of great reasons to get into branding and do a good job. These were just our very general, but essential, top picks. While there may be a lot that goes into the perfect branding campaign, you should always remember to have fun with it. Look to your competitors, your company values, and your company’s history to devise an outstanding branding campaign.