Branding encompasses everything to do with the your overall customer experience. When defining a brand, you must take into account your company’s logo, website, social media interactions, and customer service philosophy among other things. But why is branding so important and how does great branding affect your company?
1. Branding Enhances Recognition
While your logo isn’t everything, it is still a major component of branding as it helps customers to instantly recognize your company. You should therefore put special emphasis on your logo design since it will ultimately represent the face of your company.
A memorable logo will have a professional design, be simple enough for people to remember and respect basic design principles. Sometimes a simple icon is enough, for instance, the logo of Top Tests features a simple outline of a car which instantly indicates what the site is about. Adding an icon isn’t always necessary when creating the company logo, but it might more easily identify your service.
2. Branding Builds Trust
When you portray a professional appearance, it builds trust and credibility. Customers are more open to buying from a company that appears sophisticated and legitimate. Trust is the foundation of any relationship and branding will help you form personal relationships with emotional connections with your customers.
3. Branding Motivates Employees
When your brand strategy is clear, it will provide clarity to your employees. It will guide their actions and show them how to meet your company’s goals. Branding will help your workers understand your company’s mission and the reason it was created. This will also give them a sense of pride and greatly improve employee engagement.
4. Branding Generates Referrals
Impactful branding will help you generate more referrals. Word of mouth referrals can only be possible if a brand leaves a lasting impression on a customer. So, make sure that your brand image and direction is consistent across all platforms and focus on quality first if you want to stand out and get quality referrals.
5. Branding Reassures Customers
If you have a consistent brand, you’ll put your customers’ minds at ease because they know what they can expect each time they experience your brand. By reassuring your customers, they won’t hesitate to buy from you, which leads to more revenue and profits. Powerful brands are consistent and go to great lengths to make sure that the quality of their services, the way their staff interacts with customers and their approach to customer service remains the same at all of their locations. Consistency builds trust and is one of the most important aspects of good branding.
Branding begins with a simple idea on which you build upon and commit to deliver to your customers. Your brand should permeate every facet of your organization. Having a clear strategy will enable you to build brand loyalty which will ensure that you maintain your existing customer base while expanding it at the same time.