Branding matters. Full stop. Believe me, it does.
Imagine your poorly branded business now. A boring slogan; a company name that can barely be pronounced and only you understand; an unattractive and meaningless logo; and absolutely no strategy. Now picture it being 5x more attractive and productive because your slogan is catchy; because your logo is iconic and meaningful; and because your company name is bold, different and memorable. Ideal customers now approach your business; they are already convinced they want your product or service. Imagine all your advertising efforts and marketing strategies actually bringing you efficient results! All this because you got branded!
That is what branding does for you.
“Find out who you are and do it on purpose,” (Dolly Parton) is my favourite summary of what branding entails. It is as simple as that, and at the same time so broad it sometimes gets confusing and overwhelming for startups.
A more technical viewpoint would define ‘branding’ as a medium which allows you to create a
unique name and identity for a product in the consumers’ mind, mainly through, but not limited to, advertising campaigns with a consistent theme.
There is never one branding article that can contain and talk about all the aspects of branding into detail. There is always something more you can do. However, the one value you will see across board is: CONSISTENCY. Consistency is key or all your efforts will prove futile. Consistency requires that you take one path and you stick to it. It is not advisable to be ‘all over the place’. It confuses your consumers as to who you are and whether they can trust you. And if you’re going to choose one path and stick to it, you must definitely ensure that you get it right from the beginning. That is where all the hard work is; the beginning; the skeleton; the framework of your brand.
Where do you start from? Remember a good start is quite crucial. Good starts consist of a brand strategy. A great brand strategy covers everything from company name to slogan to company colours and the impact of the colours (http://www.theworkspaceglobal.com/the-importance-of-colour-in-branding/), logos and brand execution on your overall outlook; the perfect alignment of all these factors with your overall goals as a company. By doing this, you can aim for measurable and attainable goals. Note that all of this begins with the type of clients you want to attract. I call it your ‘ideal audience’. Let’s face it, you can’t please everyone. Every experts would tell you to ‘focus’.
In conclusion, there are three key steps that I believe are necessary for every business to follow in order to be an exceptional brand.
- Align your corporate and personal goals.
- Stay consistent.
- Be known for something good. Helps if you’re great at it too!
Congratulations, you are on the path to being a brand guru.
*’Why Branding Matters ‘ article written by Efua A. Dufu for The Workspace Thrive Blog