What is Business Branding?
Business branding is a marketing concept that encompasses a wide variety of
marketing practices and strategies. It is a very broad concept that many business
owners struggle to fully understand. Branding can include anything from packaging
design to advertisements to social media posts to in-store experience—etc. etc. To put
it simply, business branding involves creating and maintaining a recognizable, unique
and stable brand for your business by associating your business with specific symbols,
phrases, words, and designs—such as logos, slogans, etc.
In other words, your business’s brand is basically what comes to mind when a customer
or potential customer thinks of your business or hears its name. When you think of
Starbucks, for example, their circular logo that features a siren wearing a crown topped
with a star is likely the image that first floats into your head. The image of that crowned
mermaid is present on every cup of coffee, gift card, and merchandise item Starbucks
sells and has become synonymous with Starbucks itself. That’s an example of
successful branding.
Branding can be very, very powerful and is definitely worth pursuing. In fact, successful
branding can be the difference between a potential customer giving their business to
you or choosing one of your competitors instead.
How Can Branding Help Grow Your Business?
Successful branding requires a lot of time and effort, but it is absolutely crucial to your
business’s long-term growth and success. There are several reasons why branding is
so important for growing a stable and successful business.
1. Gain Recognition
It sounds simple, but just getting the word out about your business can be a
struggle—and it can make all the difference between failure and growth and success. In
order for your business to grow, it has to be recognizable.
Branding your business makes your business more recognizable. Establishing symbols,
designs, slogans, etc. that are associated with your brand and using them to advertise
your products and services helps your business gain more widespread recognition. It
also helps establish a sense of familiarity with your company among the base of
potential customers in your area.
2. Give Your Business a Personality
In addition to designing specific words and images to represent your business, branding
can also include more nuanced marketing practices such as establishing a unique and
stable “voice” for your business.
Branding your business gives your business a personality. Successful branding can
transform your business from a cold, unknown corporate entity to a warm, familiar face
with its own unique voice that intrigues and attracts customers.
Giving your business a personality and a voice through successful branding practices
helps your customers feel more connected to your business. It helps customers feel like
your business understands them and their needs and makes them more likely to choose
your business over a competitor.
3. Expand Your Reach
In order to increase your company’s customers and profits, you have to expand its
reach. Branding your business can help you expand your company’s reach by reaching
potential customers in multiple different ways through multiple different types of media.
The more symbols, words, designs, phrases, etc. that you can successfully associate
with your business, the more likely it is for more potential customers to come into
contact with your brand and choose to do business with you.
4. Build Customers’ Trust
This might seem obvious, but people are more likely to do business with companies
they feel like they can trust. In fact, focusing on building up customer trust and
confidence is one of the major strategies smaller businesses use to compete against
giant faceless corporations. In order to grow your company, it is crucial to establish your
company as a trustworthy business that prioritizes customer service. That can be tricky,
but branding makes it easier.
Successful branding gives your business a unique voice and a personality of its own. It
establishes familiarity and recognition among potential customers, which in turn helps
build these customers’ trust in your company and makes them more likely to do
business with you. A positive reputation is priceless for any business, and devoting
resources to branding strategies can help you build up that coveted positive reputation
for your company more quickly.
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