Your brand is how people perceive your business. If it’s positive, clear, and easily absorbed, your branding can practically sell your products and services on its own. But when your brand is neutral or even negative, confusing, and difficult for people to easily grasp, it actually can be counterproductive to your business.
Branding is important because it’s how people understand your business, not just your customers. In fact, people besides your customers are more important to your business because they represent your potential market share, not your actual market share. So developing branding that can instantly and positively be grasped by people is essential to the success of your business.
What Is a Brand?
A brand is more than just a logo, a catchphrase, or even the quality of your products or services, although all those things go into it. Your brand is the idea of your company. It’s how people think about your business.
Consider the branding of some of the world’s most successful companies. Brands like Microsoft, Disney, Starbucks, and Ford work because people understand them. They may not know all of the individual products or services each business offers, but they immediately and positively respond to their branding.
These companies have developed successful branding not just by offering top-quality products and/or services through the years. They have focused on branding messages in everything they do, from advertising to logo development to the way their employees behave when interacting with customers and clients.
The brand you choose for your business will determine your ultimate success or failure. Consequently, branding isn’t something that should come as an afterthought. Instead, it should be the starting point in creating every level of marketing for your company.
Don’t leave branding to amateurs. Lytron Design has been helping small businesses just like yours create effective, emotionally bonding branding that can attract new customers and grow your business’s reputation.