How to benefit from exclusive branding
Branding is a term that is often used in a generic way but, especially for small businesses, it can distinguish you and help you to stand out from the competition.
“Branding is the art of aligning what you want people to think about your company with what people actually do think about your company. And vice versa.”
There are some common misconceptions about this topic:
1 | Branding is just a logo.
This is not true. The logo is just one part of branding. It is definitely the most recognized part of your business, but it is only the tip of the iceberg.
2 | Branding is only for large companies
This is also not true. When you think about branding, you automatically think about big corporations like Nike, Shell, Starbucks. But the truth is that every business has its own branding or visual identity.
Your business is always communicating something to your target audience. It may show that you are attentive to details, it may show that you are confused and have no idea what you are doing, or that you are modern and uncluttered. How does your business come across?
Here are some exclusive brand benefits:
1 | Branding brings a visual image of your business to your customers
Most of us have a visual memory. We remember things the way they look. When you think about memories, people or places, an image usually comes to your mind.
The same goes for your business. The look of your brand gives your audience images to remember and to associate your business with.
For example, when you think of McDonald’s, the first thing that comes to mind are the yellow arches in the shape of an "M". When you think of Coca-Cola, you envision the handwritten letters and the wave of the bottle. In the case of Nike, the ‘swoosh’ is immediately recognizable.
The same goes for your brand. What mental image do you want to convey to your audience?
2 | Your branding makes your business memorable and recognized.
Your image is not just the one that’s printed. It involves the total customer experience.
Let's say you are a personal organizer. Your customers find you through your website, which was developed in an organized way to present you and your services without the confusion of social media.
At the time of your initial face-to-face meeting, you have a card that follows the same pattern as the website. When the service is finished, you offer templates with your brand and color palette for more continuity.
In other words, everything is coordinated. The image you want to convey is consistent with the one that the customer perceives. This type of presentation and professionalism makes your business memorable.
3 | Your branding sets you apart from your competitors.
Branding gives you the opportunity to stand out from your competition and to differentiate you from other similar businesses.
For example, let's take a look at FedEX, UPS, and DHL. They offer the same services, but their brands are entirely different so you can remember which one you chose.
4 | Branding creates an emotional bond and inspires customer loyalty.
We are all guilty of preferring one brand or another. Whether it is a juice shop, a car, or a brand of toothpaste, we have a preference when it comes to just about anything.
People develop a bond with their favorite brands, which in turn creates loyalty.
Who remembers back to the 80s when everyone's dream gift was the most popular brand of backpack? If you are from Rio de Janeiro/Brazil, like us and you are over 35 years old, you know what we’re talking about. Every year, we didn't want anything for our birthdays or for Christmas; we only cared about getting a new backpack in time for the next school year.
And just like this beloved backpack (ai..ai…), that should be your business: your target audience's dream purchase that makes them always come back. Whether it’s based on service, quality or experience, the customer loyalty is there.
5 | Unique branding attracts the attention of your target customers.
When your visual identity is designed exclusively for your business, it will attract the attention of your customers, thereby increasing sales of your products and/or services.
But how do you go about developing your branding? Where do you start?
The site that you’re reading this post on right now is an example of branding. Within our site, you can:
- access our portfolio to see our work style
- check out our services page to know how much your investment will be
- schedule a virtual meeting so that we can get to know each other!
This is how putting a visual identity on your business can bring you more customers over time.
Let’s chat if you’d like to learn more about how your business’ branding can be improved.
xx
Cris & Dani
