15 Feb The Importance of Good Branding for a Business
Creating a good brand identity for your business – no matter what the size of your company or the industry you operate in – is vitally important to your success. With the potential to attract new customers, spread your company message and get noticed in a competitive marketplace, it’s well worth understanding what makes branding ‘good’, and how to achieve this.
Good branding portrays your business values
Your brand must reflect your business values and specific offering, resonating with your target audience to attract their attention and custom. This means firstly understanding how you want your business to be perceived by asking yourself two key questions: what is our unique selling point (USP)? and why should people choose to work with us?
For example, if you own a plumbing business, your USP may be your transparent pricing model. As for why customers should choose you: you’re reliable, friendly and honest. If your branding looks harsh and uninviting, there will be a clear discrepancy between your business values and their portrayal via your logo, business cards, signage or any other marketing materials. Your branding should unquestionably portray your business values – without it, you will likely be missing out on customers.
Good branding understands its audience
Branding is a vital means of communication, showing your existing and potential customers why your business is so great and relevant to them. You cannot communicate with your customers unless you understand exactly who they are, so building a profile of your target audience is a useful exercise: considering the age, interests, values and behaviour of your market.
Once you have created a profile of your target market, you will need to ensure your branding captures their attention. In order to win their business, you will need to reflect their values and interests back at them via your branding. For example, if you own a clothing shop and your target market is 18-25 year olds with an interest in quirky fashion, your branding will need to be suitably fresh and trendsetting to make sure they take notice.
Good branding is identifiable
Your branding must ensure you stand out from the crowd: in the competitive digital age, this is more important than ever. Consumers use the internet to make an informed choice about the companies they use, enabling them to place their own values before all else. Consumers are no longer restricted to using local or well-known businesses and instead make use of search engines, social media platforms, review sites and more to decide which companies deserve their custom.
To win business, your branding must be unique and identifiable. If a potential customer lands on your website and your logo, colour scheme and wording immediately strikes a chord, they are far more likely to buy from you than anyone else. Conversely, if your branding lacks personality or fails to showcase the values of your business, then that consumer will simply divert their business elsewhere.
Good branding is more than just visuals
Branding is much more than just a visual representation of your company – it’s about the words you use, too. Your brand values should be reflected in your website content, flyer copy and social media presence: anywhere your brand appears should communicate with your audience by considering aspects such as tone of voice, vocabulary and pace.
As an example, if you are a legal firm dealing with matters relating to family law, you will likely wish to come across as warm and approachable whilst at the same time professional and authoritative. You will do this by not only considering your design assets, but also the way you talk about the services you offer – adopting a tone that does not alienate your potential clients, and instead invites them to learn more.
Whether you’re starting a new business or considering a rebrand, please get in touch with our friendly team at Dynamic Panda to explore your options further.