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Why Is Branding Important?

Branding, by definition, is a marketing practice in which a company creates a name, symbol or design that is easily identifiable as belonging to the company. This helps to identify a product and distinguish it from other products and services. The right brand identity will either gain you loyal customers or repel prospects away from your company.

Branding is absolutely critical to any business because of the overall impact it makes on your company. It is a way of distinguishing yourself from the competitors and clarifying what it is you offer that makes you the better choice. Your brand builds a true representation of who you are as a business and what your consumers should expect.

Gets You Recognition

The most important reason branding is important to a business is because it is how a company gets recognition and becomes known to the consumers. The logo can arguably be the most important element of branding as it is essentially the face of the company. This is why a professional logo design should be powerful and easily memorable, making an impression on a person at first glance. Printed promotional products are a way of getting this across.

Increases Your Business Value

Branding is important when trying to generate future business, and a strongly established brand can increase a business’ value by giving the company more leverage in the industry. This makes it a more appealing investment opportunity because of its firmly established place in the marketplace.

Generates New Customers

A good brand will have no trouble drumming up referral business. Strong branding generally means there is a positive impression of the company amongst consumers. They are more likely to do business with you because of the familiarity and assumed dependability of using a name they can trust. Once a brand has been well-established, word of mouth will be the company’s most effective advertising technique.

Creates Trust Within The Marketplace

A professional appearance and well-strategised branding will help the company build trust with consumers, potential clients and customers. People are more likely to do business with a company that has a polished and professional portrayal. Properly branding gives your company the impression of being industry experts and makes the public feel as though they can trust your company, the products and services it offers and the way it handles its business.

5 Rules To Follow

#1. Start with Competitor Research

Setting a baseline with competitor research before you get started is one of the most important things you can do to establish a solid branding design foundation. Start by making a list of your top 10 competitors. A simple Google search will provide you with a list of your competitors. What’s important is paying attention to what the market’s top competitors are doing right.

By gathering competitor research, it will give you ideas on how brands are used throughout every medium. It shows how these successful brands tell their story throughout different social media platforms, in ad creative, on their website, and within their company.

#2. Create a Powerful Logo

Logo design of a company can make or break its business prospects in the market. A perfectly created logo is capable of establishing a good rapport with the audience that a company and its business tries to achieve. But a wrongly designed logo fails to communicate a business message and ultimately harms business of a company.

Before you set out to design your logo, make sure that you have some insight of the brand. Keep this in mind that the logo must reach a particular set of people, which is the target market and target customers. So, write down what your business, brand and market is all about.

#3. Communicate your Brand Message

Your branding design needs to communicate the brand’s message clearly and really resonate with your ideal buyer. It is an important part of effective branding. Remember that your brand is way more than just a logo; it is everything that represents your company. It is developed from a story about your company and what it stands for—colors, marks, logos, typography, slogan, and so much more. You should convey your brand message throughout each creative action you take, whether it be an ad campaign or a new website design.

ARA Digital Marketing has a team of creative professionals that helps you figure out what your brand’s story is and how to tell it through your visual identity and your products or services.

#4. Keep Things Cohesive

Another important aspect many brands and designers miss is developing a cohesive brand across the board. It is now more important than ever to adapt your brand to fit the mediums you are working with. Every aspect of your branding should work together to tell a piece of the same story. Remember it doesn’t all have to look exactly the same. It should fit together like pieces of a creative puzzle to form a complete picture.

#5. Establish Clear Brand Guidelines

A great way to keep your branding design cohesive is to establish structured brand guidelines. Have hard-set rules about how your brand should be used and what kinds of manipulations should be avoided. Having a clear guideline of what can and cannot be done with the original branding will go a long way in keeping the original branding design intact. This is especially true in larger organizations when multiple departments will be working with the branding you create.

Your brand guidelines should include things like:

  • Core Values, Mission Statement, and Slogan – define your company
  • Color Palettes – all colors translated to CMYK, RGB, and Pantone
  • Fonts – all acceptable fonts to be used in branding and where
  • Styling – how combination of colors and fonts should be used to communicate brand message
  • Acceptable manipulations – i.e., logo can be used with drop shadow
  • Unacceptable manipulations – i.e., logo will not be curved

The principles of effective branding design outlined above give you the insights to determine exactly what you need from your new branding and what you should expect from your creative team. ARA Digital Marketing works to implement as many of these guidelines into your branding as possible. You’ll find your end result to be more appealing to your ideal buyer and more effective toward achieving your overall business goals.