DEFINITION OF BRANDING
noun: the promotion of a particular product or company by means of advertising and distinctive design. “The process of branding should be considered in global terms.”
This is the simple definition of what branding is but there’s more to it. Most people make the mistake of thinking branding is only visual (website, logo, and name) but in order to create a brand identity it involves creating a plan.
Branding is your messaging, and visual identity. It also includes the user experience and how they interact with your brand. The reputation of the brand and how people perceive it when you’re unable to explain it.
1. You Get One Chance to Make a First Impression
If you’re looking to establish a business you might ask yourself why is this important? Do I really need to do it? Here are five reasons why you should invest in branding:
You get one chance to make a first impression. That first impression can either gain or lose your subscriber, consumer, or stop someone from engaging with you.
Visitors tend to abandon a website in 10-20 seconds if there isn’t any value for them.
When someone interacts with your brand you want them to have a good first impression which can be achieved through branding and modern relevant design.
Design communicates what your message is and welcomes the customer visually. It also tells your consumer which market you’re in.
All markets have revenue, but if there isn’t a clear distinction for your consumer they probably won’t return and the chances of them buying from you are slim to none.
2. Good Design Builds Trust
“If people like you, they will listen to you, but if they trust you, they’ll do business with you”
– Zig Ziglar
Have you ever visited a website or received an email or postcard and the design and presentation makes you wonder if this is a legit business?
A badly designed website or visual asset is similar to walking into a store that looks like it hasn’t been cared for in years; it’s falling down, the racks are dated and the paint is weathered or marked.
In a nutshell it looks and acts antiquated.
When you have a website, a logo, business cards, and social media that is consistent and conveys a sense of modernity, you can gain a customers trust.
A well-designed brand tells your audience you cared to find out what works visually and in turn makes them trust you. It take 3-5 visits before a viewer takes action.
A trustworthy brand guides the viewer, entertains the viewer, educates the viewer or all three in some cases.
3. Recognition
A highly recognizable brand should do so without a logo, and you need more than just a logo to make that happen.
Brands that are cohesive include logos, social media, packaging, colours, blog posts, graphics, icons etc., they all set a tone.
If your social media posts are being viewed, you want them to be highly recognizable with your style without seeing the logo.
You want people to look at your Instagram or graphic and say “Oh that must be_______.” Brands that are identifiable are a mood, and give a feeling of belonging.
A good brand lets you know it’s there for you.
4. Differentiation
Knowing your market and who your competitors are should inform how you can operate differently from them. This is paramount when building a business.
It also applies to your branding. What makes your business different? Does your logo and brand design reflect the differentiation? Since the pandemic many large companies have refreshed their brands to reflect an emerging new era.
For example, let us look at Nike, Puma, and Reebok.
What do they all have in common? They’re all athletic wear brands but what makes them different? How are they different from each other?
Have a look at each of their brand guidelines below:
Nike Pro Services Elite | Puma Brand Guidelines | Adidas Brand Guidelines
Maybe it’s the design geek in me that loves to look at company’s brand guidelines but you can learn a lot about a company from looking at them.
Did you notice, the colours, the logos, and the messaging? It’s all different between the brands, yet they all sell the same things.
Starbucks and Tim Hortons (if you live in Canada you know Tim Hortons) audiences are different from each other yet their target audience isn’t the same. They both have their company messaging, but it’s not the same and they both sell coffee.
5. Make Memories
Human beings are visual and we’re all affected by what we see in one way or another.
The chances are greater that you’ll remember what you saw than what you’ve read.
When you create a highly identifiable brand that invokes your message, you have a stronger chance of being remembered by a potential subscriber or customer.
The more your brand is seen increases the chances of your ideal consumer bonding with it because they identify with your brand.
When your packaging design is memorable it can speak to today’s consumer. Providing memorable experiences creates an emotional bond with your brand.
Branding is More than a Logo
There is a huge difference between branding your business and asking for a logo design. When you brand your business you create a full experience from the messaging to the visuals throughout your customer’s journey.
Meaning, you take into consideration how you communicate with them and how they will feel or see.
You take care of their experience every step of the way. For example, if your customer finds you on Instagram, then visits your website and makes a purchase, and receives that purchase, all of the experiences should feel cohesive.
It should be enjoyable and memorable.
Everything from your Instagram post to receiving the item should feel like the same experience and not like they’ve encountered a different business throughout the buying journey.
The best way to accomplish this is through your branding (messaging, logos, fonts, colours, patterns, etc). They should be the same throughout that whole experience. They should be a mood.
Epilogue
All of these reasons should be considered for your business. You turn your visitors into buyers by creating trust. When your brand looks professional, you increase your chances of gaining business and creating a loyal relationship with your customer.
If you want to take your business or blog to the next level, you will need to brand your business.
While I highly suggest using a qualified professional designer, you might find that the investment can be out of your price range. Other options may include buying a pre-made or semi custom brand kit that fit your brand’s style.
They’re usually more affordable than a custom one of a kind brand. I have some brand kits available here. You can also learn to DIY your brand with tutorials or purchasing a course if you’re prepared to put in the time.
