Some people think that branding is just a logo and some colours you use for your business. In fact, some business owners probably feel the same way. However, branding is so much more important than that.
When you walk into a large supermarket, and you head to the tinned soup section (stick with me!), you’re usually met with so many variations, flavours and brands. Which do you choose? One of the most popular brands in the UK is Heinz. But, do you choose because the label on the tin is pretty? Or do you choose because of what the brand stands for? Heinz has built a trust with consumers for years, and you know what to expect with a Heinz soup. You expect a level of quality and a taste most have known for years.
This is where branding is bigger than just a logo, colours or packaging. It’s how clients, customers or consumers perceive your brand.
What are the benefits of a strong brand?
- Recognition
A well thought out brand will help you stand out from competition and keep your existing customers coming back. If new customers hear about you or see your marketing, you’ll need to make a good impression so they will remember you. - Loyalty
Clients will keep coming back to you if they have an emotional connection to your brand and the content you are putting out. The more people trust you, the more they will come back and recommend you to others. - Perception
If clients believe you are giving the best service, great value and quality, you are in a really good position against your competitors. People would buy Heinz over a cheaper supermarket equivalent expecting the quality to be better. - Pride
A strong brand will help attract the best candidates for new jobs, as well as help keep existing customers. If you can create something you all believe in and have pride in, employees will be excited to represent you. - Growth
With a strong brand foundation, you’ll find it easier to expand your business and grow. Increasing recognition, building loyalty and creating a perception of quality, all adds to your overall position.
Strong Businesses can still have weak brands
When was the last time you looked at your company branding and asked ‘is this still fit for purpose?’ You may have created your brand years ago when you first started and not really thought about it since.
Over those years, you may have grown bigger, and have more presence in your sector, but your brand may not have kept up.
If your brand is inconsistent, outdated or unclear, it will hold you back from achieving bigger things. This includes how you look visually, how you sound in your content and how your team talks about the business. Brands need to evolve to fit the business you are at present, which may be different to where you started originally.
A good time to look at your brand
What’s happening in your business will help you decide if it’s a good time to look at your branding.
You may need branding support if:
- Your business has evolved, but the brand still reflects who you used to be
- You are entering new markets or launching something new
- Your marketing is inconsistent and lacks direction
- You feel confident in the work you do, but not in how you present it
- Your sales team is building your reputation, but the brand is not backing them up
Here is a quick checklist to see if your brand is working for you
- Does your brand reflect the size, quality and ambition of your business?
- Are your brand guidelines applied consistently across all materials?
- Can your team clearly explain what makes you different?
- Does your visual identity earn trust with clients you want to work with?
- Is your messaging consistent across your website, marketing and conversations?
If you’d like to discuss your brand or find out more about a brand strategy, we can help.
Big Reputation can help you look at your brand as a whole, see what we can do to develop it further and create a set of brand guidelines to use across your business.