What is branding and why is it so important?

In short, branding is the way in which your customer perceives you when they hear or think of your company name, service or product. This includes everything they think they know about your brand, including factual information, such as your bright yellow packaging, but also emotive elements, like for example that it’s luxurious.

The common misconception is that branding is simply a logo or slogan. Although these elements are a key part of it, it does, however, go far beyond this.

Let’s start by breaking down what a brand is. A brand is a well-crafted collection of tools that together define your business and your goals. The tools within your brand should work together seamlessly as well as hold their own when used individually.

Branding is the entire experience someone has with you/your business.  For a quick rundown, this is what Branding can do for your business:

Good Branding:
Makes you look professional.
Builds trust.
Builds relationships with your audience.
Draws in consumers (makes you money).
Helps define your purpose.
Creates clear expectations.
Defines you from your competition.

Bad Branding:
Makes you look unprofessional.
Makes people question.
Doesn’t build relationships.
Repels consumers.
Has a lack of purpose and clarity.
Makes you equal to or less than your competition.
Branding is important because it either makes you a sought after Brand or a reluctant Brand.

A brand represents a sum of people’s perception of a company’s customer service, reputation, and advertising. When all of these parts of the business are working, overall the brand tends to be healthy.

But on the flipside, we all know a company that offers great products or services but has a really tarnished brand due to poor customer service. I’m not going to name any, but everybody can straightaway talk about a brand that they have had a bad experience with, and sadly, it only takes one bad experience to absolutely tarnish your whole brand image that you might have spent years trying to build.

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