With online advertising and social media cluttering the internet it can seem harder than ever to set your business apart from the competition. One way to ensure you get both viewed and recognised over your competitors is through branding.
Branding is the background which supports your marketing and advertising, helping you stay memorable and consistent to your clients and potential future clients.
Below are some of the tried and tested benefits of branding:
1. Separate yourself from your competitors
Industries can quickly become overcrowded with businesses offering the same product or services, so how do you make sure you stand out from the crowd and attract the right attention? You can be doing everything right, offering top quality with exceptional customer service, but the hard part is getting the clients to experience this from you in the first place. By establishing a strong brand you become recognisable, similarly to the “putting a face to the name” philosophy. Every review, passing comment or one of your own adverts reminds them of your brand, what you do and your reputation. People learn to appreciate your name and trust it, simply due to recognising your brand, setting you apart from the competitors.
2. Gain your customers trust
These days there is a huge divide between the big companies and small businesses. Customers tend to stick to what they now, the big brands they see advertised on TV etc rather than buying from a small business. Branding can help with this, becoming memorable and recogniseable through your branding allows you to build a familiarity with your customers, gaining their trust and their business.
3. Branding is magnetic
Everyone appreciates their existing customers but at the same time, we are all trying to gain new customers and more business, that’s how you grow. Branding is extremely useful for this, as your brand grows it becomes more magnetic, allowing you to be found organically. Their friends mention you, they see an ad from you on Facebook, etc. Making sure your brand is recognised is essential in gaining new customers, if they feel like they already know you, they are more likely to use your services.
4. Maintaining a professional appearance
We have already established how important it is to remain recognizable as a brand, but customers associate branding with large established companies. By utilising branded apparel you can keep your staff looking smart as well as boosting your brand and marketing. When a customer see branded uniforms which match the consistent brand of your company they immediately view the business as professional and trustworthy. It gives your customers the experience that staff are experts in their field, offering reassurance and confidence in your business.
5. Promote loyalty
When a customer has a positive experience from your business and brand they are more likely to return. Not only will they return, but your brand will be associated with this positive experience. Whenever a friend or acquaintance mentions your business this positive experience is reflected in the brand and therefore more likely to be passed on.
6. Consistency makes you brand appear dependable
Consistency is a big part of a business, if someone has a great experience with your business initially but a bad experience the next time, it shows that your business does not offer consistent services. Customers are always looking for a business which delivers what they with great customer service every time. By keeping your branding consistent, from font to design, you can display consistency, which encourages the potential customer to expect the same from your business.
7. Keep it personal
By keeping your brand consistent you can remain recognizable and gain the trust of your customers. However it is also a great opportunity to showcase the personal side to your business. Use your brand to display what you do, and what they can expect from you through your brand voice and aesthetics. Customers want to feel like they know your business inside and out, and this is easiest to deliver through your branding.
8. A new level of marketing
Once you have established a consistent brand, people will think of your business, knowing exactly what it is by just viewing a logo. Advertising will be easier than ever when your brand is synonymous with your business experience and services.
9. It keeps your advertising and apparel orders simple
Branding does not work when it is inconsistent, but if anything this makes life so much simpler when running a busy business. By ensuring your brand is always kept the same this can then be utilised in every aspect of your business, from uniforms, business cards, flags, adverts and apparel rather than a new design for each item.
10. A clear brand displays your worth
In an overcrowded industry it can be difficult to charge what you are worth, in order to remain competitive against your competition. With a clear brand established, you immediately display your business as a professional and established business, allowing you to target the correct clientele and confidently charge what you’re worth.
