What is branding? And why is it so important?
Have you ever wondered what branding is? And why it is so important? You may think a logo, business card and letterhead are all that make up your branding, but it is way more than that. Branding, by definition, is a marketing practice in which a company creates a name symbol or design that is identifiable as belonging to the company. But branding is also your company’s personality. How customers perceive you. Things they pick up based on your customer service, the apparel or uniforms you wear, and the content you post on social media. It’s what people say about your company when you are not around.
Branding is so important because it is the first impression of your business to potential customers. Do they get a good impression or bad impression from your branding? Will they remember you? A memorable brand, logo, color scheme, etc. is called “top of mind” awareness. This means when a customer comes time to need your services, they will remember your company over your competitors.
What are the basic parts of a brand?
• The business name. The base of your brand. The starting point.
• Your company logo and color scheme. Does it reflect what you do and who you are? Check out this info about color psychology.
• Any printed material with your company logo (business cards, brochures, signs, flyers, etc.)
• Online presence (website, social media, google page, etc.).
• Your mission statement (core values). Also called company culture. What makes you different?
• Have a concise logo and use it. If you don’t, there may be branded materials about your company that each have a different logo or no logo at all. Which can be confusing and unprofessional looking to your customers.
• Stick to your color scheme. 2-3 colors, used together or separately, for your printed and online items. If you color is blue, try to stay to the same shade of blue and not fluctuate between shades. Pantone color codes are a great way to keep your brand colors matching.
• Writing a mission statement is a great way to jumpstart or redefine your brand.