The American Marketing Association defines a brand as a, “name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.” Branding is the foundation for setting your company apart from its competitors. It’s your company’s identity and DNA and encompasses everything from your logo to how you interact with customers.
Why is Branding Important?
We Live by Four Basic Tenets When Developing Your Brand Identity:
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BRANDING IS YOUR IDENTITY
Branding goes beyond your name, tagline and logo. Your brand is who your business is to the world. What is your value? What makes you special? Differentiation is key for a dynamic brand. Your brand is your mission, vision and story wrapped up in one unique package.
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A GREAT BRAND IS MEMORABLE
If people can’t remember your brand, they won’t be inspired to do business with you and it will put a damper on word-of-mouth buzz. Individuals buy from businesses they know, trust and like. They feel comfortable using products and services from a brand they recognize.
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BRANDS MUST BE MANAGED ON MULTIPLE PLATFORMS
Getting your message out there and keeping it consistent is only achievable when your brand is searchable, recognizable and accountable. You want to be on your customers’ minds, so you’ll need to manage your brand on different platforms (your blog, social media sites, your website, etc.).
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SMALL BUSINESSES WILL FAIL WITHOUT BRANDING
Sad, but true. Your ideas and outstanding services aren’t enough to cut it in today’s brutal business climate. Your brand is your story and stories are essential to attracting and keeping customers. Good branding reaches people on an emotional level and builds relationships.
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