Nowadays having a good branding is a must. A lot of people can’t find the difference between a brand and business. Your company stands for the organization that offers services or produces products.
Your brand on the other hand is the perception of people for your business. The built image or special identity makes your business what it is. It projects its values, ideas and personality.
Expanding your business means you offer more products, services or something like that to your clients. Building your brand is when you’re developing the idea that represents your company. See the difference of what is branding in business?
Unfortunately people too often use both terms for the same thing, but actually they aren’t interchangeable, because they stand for two different things. It’s not like a great business is incapable of being a brand, of course.
And when they grow together is magic, truly. But this doesn’t happen overnight. It takes a huge effort to develop your brand together with your company, and you may need to consider a few sacrifices along the way to balance the two out.
In the past years, business owners understood the importance of having a strongly communicated brand identity and design, but still it’s quite common for companies to put all their effort in one while neglecting the other. At the end it is a catastrophic situation leading to a loss of something which more often is profitability or power of the brand name.
If you don’t water both flowers one of them is going to die. Is as simple as that.
But let’s get a deeper look of the whole meaning of branding in marketing and its importance.
Branding definition in marketing.
The branding in marketing definition says this is the process of shaping your brand and creating a brand personality – name, logo design, website design or any other thing which is identifying your company, its services or products.
Branding is what makes you stand out among all the people doing the same thing as you. This is what grabs the attention of customers, makes your audience loyal and gives a great impact to your business in the long run.
But what does branding your business mean? Are branding and a brand the same? No, they are not. One can’t go without the other, but they are two separate things. One is the process, the other is the result because of the process.
Your brand (as we’ve said this is not your company!) is the feeling of people towards your company. Their perception of it. Branding includes all the actions you need to take to create that brand and cultivate it.
Unlike a lot of people think, creating a logo, is not branding. Thinking of a name neither. They are just some of the elements of branding, which definitely aren’t a summary of the whole, especially on their own. The reaction provoked in customers, and that special feeling derived from them – this is what branding is all about.
We hope you got the difference between branding and brand. The process and the result. When you design your logo, develop a brand voice, think of a name – this is branding – all actions you take to shape your brand. Creating your branding identity.
We’re sorry for the other “brand” term we’re using, but do you know what is brand identity and what part of the whole process it takes?
Brand identity definition. All elements we use to create a brand, such as logo, color, typography, design, etc. that make customers identify and distinguish us from competitors.
But it’s not all about visual identity. Your verbal brand identity is as important. These are the messages you address and your way of communicating. Here we’re speaking about tagline, brand voice, branding storytelling, copywriting.
The branding elements are quite important for understanding the whole process.
Mission statements and brand values.
The first are mission statements and brand values. This lays the foundation of the brand. The mission statement is what your brand is now and wants to be in the future. It’s the brain of a body, if we imagine your business as a person. The values are a set of guiding principles which are shaping your business in every aspect.
Which leads us to the next step – brand guidelines, also called “brand bible” and brand style guide. It is like a rule book on how to communicate your brand. It stands behind your business goals, keeps you different from your competitors, engages loyal customers, etc. The brand style guide includes all stylistic elements that create your components of brand personality, including color shades, fonts, and brand voice.
Next in line – logo. We can talk about brand logo design forever and still have something to say. This is the face of your brand, the first everyone sees. You need to create it with a clear mind of how you want to communicate your brand, what feelings to provoke and how to be perceived by your audience. Logo design is a significant branding element you must put a lot of effort in.
Another important component (not that there are non-important ones) is your web design. Again this is one of the first things users notice and it creates an immediate conclusion about your brand. First impressions matter.
Your website must engage visually, be pretty easy to use, and appear as a reflection of who you are as a brand. While creating it you must stick to the brand guidelines.
Last but not least – additional assets. Those are business cards, packaging, brochures, etc. Everything your brand might need to be branded. Again brand guidelines play a huge role here.
After establishing what is branding, how it works and what are the branding elements, it’s time to see actually why is branding important.
The meaning of professional branding for your business.
Branding helps you wake emotions in customers. It goes beyond all practical things. Let’s say you sell cars. You need to sell more than just cars – you need to sell power, confidence, strength, etc.
For example, when someone buys a car from you he will always see the practical part of things – that he chose the red colored one. But if your branding is good he will feel more powerful and fearless while using it. You got the point?
Branding in marketing helps you offer more than services and products. You start to offer emotions and it has a huge overall impact on your business.
Let’s see some of the biggest branding benefits that could change our business for the best.
1. Branding recognition
There is no way of talking about something else first. One of the biggest branding perks is how recognizable your brand gets.
Don’t even think of underestimating the power of familiarity! Knowing something provokes trust and it is human nature to like things that are safe. The importance of brand identity is huge for branding recognition!
When you go grocery shopping there are some colors, typography, shapes you immediately recognize and feel attracted to among a sea of others. Because you know them even if you haven’t tried their products.
This is strong branding – seem familiar to someone without him actually knowing you. The right branding strategy includes creating an impactful logo, aesthetic and easy to use website, and other brand assets, that come in handy while carving out a distinct style.
2. Stand out from the competition.
It doesn’t matter in what area you’re developing – there is always competition and people trying to be the best. With businesses it is a constant battle of dominance, regardless of the industry.
The branding elements help you to solidify who you are, what you believe in and what you value. What makes you special and unique among all of the companies that do the same as you and provoke customers to choose you before other competitors.
3. Customer loyalty
When people stand recognizing and choosing your business, it’s easy to make them return again and again with a good branding strategy. You make them your “ambassadors” by pushing all the right buttons with engaging branding and from there build customer loyalty.
Lighting that special emotional spark has the power to transform a regular customer into a brand enthusiast, by different branding techniques like psychological impact of colors and typography for example. It connects the audience on a deeper level.
4. Keeps you consistent
When you have already established the main idea you stand behind, brand philosophy, website design, values and long-term goals, your components of brand personality (logo, voice, colors, etc.), brand guidelines to follow – it’s easier to continue.
It helps you remain consistent, because you have the foundation of your branding strategy. As with everything – the beginning is hard, but then you learn how things should be done.
This provides a consistent experience for your customers, and they know that regardless of the way of interaction (face to face, through social media, etc.) what will be their experience.
5. New products and price sensitivity
A huge plus of branding in marketing is that it opens the doors of a lot of things, but with less risk. If you consider launching new products or services, and you have already built a loyal audience, there is a huge chance people will purchase whatever you present them.
Customers are immediately interested just because they’re already familiar with your brand.
The same goes with prices. Strong brand gives you the ability to raise prices and don’t worry too much about losing a big part of your audience. Your followers know you are good at what you do, they are emotionally involved and won’t turn their backs for a few more bucks.
6. Higher employee motivation
As a person who owns a business you must understand the importance of the people working for you. They are as significant as the customers.
Making strong branding for your business, would provoke in them feelings of loyalty, too. They will feel proud to stand behind your brand and be part of the team, the community. When they are full of joy and actually like the brand values and philosophy work flows.
And this on the other hand influences customers.
Why do you need help to create the best branding strategy?
Business without branding can’t go far. You must think of your branding strategies while making the first steps towards developing a company.
We are hoping you understood the main things from our article and really think about the importance of brand identity, brand guidelines, etc. Creating a whole strategy could be done from one person, especially someone who is not a professional.
If you give people the wrong impression of your brand, the things you aim for and believe in, etc. it’s really hard to go back. Believe us, rebranding is a really hard job.
Or if your different branding elements are fighting with each other and don’t suit one another well. Not communicating nicely, giving diverse impressions, provoke opposite feelings – it is crucial really.
Like for example, if you are selling luxury goods, but you choose a color palette with dominant yellow color. Yellow has nothing to do with luxury. Nothing! It’s the color of youth, joy, careless mind, sunshine.
Or if you offer sport cars and decide to have round logo design shapes. No, no and no. Round shapes are for soft, delicate things. Oval shapes, circle, and ellipses – they stand for warm feelings, feminine logos, delicacy, and love. Nothing to do with power, speed and fearless emotions.
Finding the perfect branding for your business as you may suggest until now is pretty hard. The way you speak to the customers, the way you offer things, the way you “look” at them – all this needs to correspond with one another and with the impression you want to express.
The meaning of branding in marketing is too big, to neglect.
This is why counting on a team of experts it’s more than obligatory in that situation. They know what will show who you are best and communicate it with your audience smoothly.
If you are interested in the services we offer about branding or anything marketing related, please fill the form and the end of the article.
Let’s develop your brand together!