8 Reasons Why Branding is Vital for Your Marketing Campaign
Branding has been in existence for thousands of years for a plethora of reasons. In the ancient times, it meant marking animals for ritualistic purposes, in the middle ages, livestock were branded to identify their owners.
In the twentieth and twenty-first century it branding has evolved to mean more than a mark burned into an animal's hide.
Branding has wormed its way into the business world and consequently affected marketing as well.
So much so that marketers define branding as a marketing practice of creating logos, designs and a name to promote a business.
If you've read other articles on branding in previous posts in this blog, you'd agree with me that although branding and marketing are so intertwined, branding is way more than just a marketing practice.
(Haven't read the other posts on this blog about branding? I gotcha, the links are at the bottom.of this article)
This is maybe one of the most over flogged benefits of branding for businesses. Well, it is so because it is true. Branding makes your business easily identifiable and sets apart from competition. This is why businesses are advised on the need to have a unique brand identity. What is the point of branding when you copy and paste a competitor's identity? If you this, I'll tell you for free that the chances of your brand to blow is are next to none.
It is true that people tend to trust a person that looks put together over a shabby looking person. It's the same for business too, consumers tend to trust businesses that seem legit over the ones that do not. A brand gives your business a "legitimate" status. It is an assurance that your real and you know what you are doing. This would enable people trust your business and improve the ROI of your marketing campaign.
One of the most powerful tools branding gives a business owner is a brand story. Your business story is the answer to the "why you do it" question. It accesses and captures the emotions of your consumers. A sure recipe for a failing business is one that has no returning customers. If this is the case with your business, you really need to work on your brand.
A loyal consumer base is the magic portion your business needs to grow and remain afloat. To this day, word of mouth remains the best method of marketing. Only consumers who have a measure of emotional connection to your business would refer your services to another person.
It goes without saying that your brand identity would make advertising efforts easier. Brand identity is the most basic statement of who you are and what you can do.
Advertising efforts would hold more away when you have a name and logo to focus your efforts and remind your consumers about your business and what it offers.
5. Increases Sales
The recognition, brand loyalty and trust branding gives your business would definitely drive up sales. Your brand on its own is enough to increase the value of your business. This would also make other businesses and investors more inclined to associate with your business.
Branding holds the core values, mission and vision of your business. These would serve as guidelines that your marketing efforts using any kind of marketing strategy on whatever platform would aim at achieving. This would further drive the message of your brand home in the minds of your target customers.
7. Increases Productivity
People naturally tend to put in more effort in a task when they believe they are making a difference. When you involve your employees emotions through your brand story, values, mission and vision they would work with their heat and not for the paycheck.
When your business expands and expand it will, your brand values would ensure that the same services and products offered in one branch would be replicated in the others. This would make marketing efforts easier as consumers would expect the same qualities in all products and services of your business. The consistency would also.enable consumers to recognize your brand insight by the elements of it's identity such as the logo, brand name, color or tagline. A good example of this is the Swoosh for Nike and the bitten apple for Apple.
Branding is what differentiates businesses that have a passion, vision and mission from others that do not. Some business owners are in it for just the money and it's okay but if you belong to the former class of businesses I mentioned, then you seriously need to consider branding. Your message is valuable and your business will make more of a difference if you take the right steps and cement it's place in the minds of people and the world at large.