Why we should care about our business branding

Jan 23, 2024

 

Branding isn’t just a label or simply your logo. Branding is EVERYTHING; It’s the way a company paints its heart onto the canvas of our lives, creating a masterpiece of emotions and experiences. It’s the story built up within and around your business.

Imagine a world without brands—a monochrome existence devoid of personality and meaning. Brands infuse colour into our lives, painting vivid landscapes that resonate with our hopes, dreams, and aspirations.

They become part of our identity, shaping our choices, influencing our preferences, and becoming companions on life’s journey. Think about a favourite car that carried you through life’s adventures or a familiar scent that transports you back to cherished moments. That’s the power of branding—creating connections that transcend mere transactions.

When a brand resonates, it’s like finding a kindred spirit in a crowded room. It speaks our language, understands our needs, and stands by us through highs and lows. It’s not just a product or any old service; it’s a trusted ally, a symbol of reliability and assurance.

In a world teeming with choices these days, branding is the guiding light that helps us navigate choices. It’s the compass that directs us toward what feels right, what feels like home.

That’s why we care about branding. It’s the heartbeat of our shared experiences, the symphony that harmonizes our desires with offerings, and the invisible thread that weaves together the fabric of our lives.

Richard Branson once said “Branding is everything. A young girl once came up to me and told me I could be famous because I looked just like Richard Branson!” We all know Richard Branson to be the owner of the Virgin empire. Even though Virgin has lots of different offerings, they all have one thing in common, the brand identity.

 

 

But what do we mean by brand identity?  

Brand identity is the unique fingerprint of a company, the sum total of its personality, values, and visual elements that distinguish it from others. It’s the captivating overall look and feel a brand creates through its name, logo, colours, typography, tone of voice, and overall aesthetic.

Think of it as a brand’s DNA—a blend of its mission, vision, and values that sets it apart in a crowded marketplace. It’s the consistent voice that resonates across every interaction, imprinting a lasting impression on consumers’ hearts and minds.

For example – You can probably tell a Marks & Spencer advert on TV within seconds from any of their competitors.

 

 

You might buy from Sainsbury’s, Morrisons, Lidl, Aldi for a number of reasons, such as price, quality of goods, customer service, marketing, ethics and a whole load of other reasons. But you buy into them because of how they look, feel, treat you and support their community.

A strong brand identity isn’t just about looking good; it’s about evoking emotions, building trust, and forging connections. It’s the promise a company makes to its audience—communicating reliability, authenticity, and a distinct character.

In essence, brand identity is the visual and emotional language that a brand uses to communicate with the world, leaving an indelible mark that goes beyond products or services. It’s the key to recognition, loyalty, and a lasting relationship with those who embrace the brand’s story as their own.

So ask yourself these five simple questions:-

  1. Do I have a brand identity?

Do you know your brand’s essence – your story, history, values and mission. What does your brand stand for and what is your foundation. Do you feel proud of your brand and promote it well?

  1. Is it consistent?

Do you embrace your branding (logo, fonts, colours, tone of voice etc)? Is it used across your website, social media, products, uniform (if you have one), clothing, literature, flyers, shop signage etc. The more you do this, the more memorable you will become and the more people will notice you, use you and recommend you to others.

  1. Understand your audience

Invest time in working out who your products and / or services appeal to. What are their preferences? What’s important to them (as well as your business), what are they interested in and how would they like to see it presented to them. Check to see if you’re speaking the same language, can fulfil their needs and forge a positive, genuine connection with them.

  1. Be Authentic

This is one we cannot stress strongly enough in today’s world. It’s like your own personal magnet to attracting the best type of clients for your business and with the emergence of social media over the past 10+ years this has given every business, and we do mean EVERY business, the ability to showcase why someone should use you above your competitors. Stay true to your brand values, ensure your actions align with your word and you won’t go far wrong. Authenticity builds trust, fosters long-term relationships and encourages others to recommend you.

  1. Evolve and adapt

Embrace change. Whilst lots of us don’t like change and prefer things to stay always the same, change is inevitable. Someone once said, the only one constant in this world is change. Change is happening around us all the time. To thrive and grow whilst staying true to your roots it’s worth keeping an eye on the latest trends, social shifts and technological advancements. Adapt your brand to the latest trends without losing your brands heart and soul.

Hopefully this has given you food for thought and if you’re struggling to work out your own business brand identity or feel it’s not reflected in your social media, website, online digital presence then why not get in touch. We’d be happy to explain how we can help showcase your brand and business in your own unique way to those that matter most to you – your current and potential customers.