5 Reasons Branding is Important
You hear about it all the time. Brand, brand, brand. But what exactly does it mean and why would you even want one?
What’s a Brand?
A brand is a clear and consistent solution.
Wait . . . what? I thought a brand was a cool logo, snappy slogan, and a unique name. I mean, how hard can it be to pick a random word and slap an -ly on the end of it, am I right? There’s more to it, a lot more.
A brand can’t be a brand unless it’s crystal clear about one thing and one thing only. How it solves the problem it provides the solution for in the marketplace.
A brand identifies a problem and then solves it. But a brand can’t problem-solve without first understanding its customer.
A Little Bit of Research
You’ve identified a problem. Great! You could jump straight to the solution, and a lot of companies do that, but sometimes it’s better to stop and ask a target customer what they think a good solution might be.
Before you get too deep into branding, you want to make sure that your product is viable. Once you discover that you’re brilliant and your idea is going to be a smash hit, then you can move forward.
You identified a problem. You created a solution. You tested its viability. Now you can make the brand.
What a Brand Does
But once you understand what your customer wants (not what you think they need), then you can start thinking through the five foundations of a good brand.
Deliver a message
Confirm credibility
Cultivate emotional connections
Motivate buyers
Create loyalty
Let’s take a closer look at each one these branding essentials.
Deliver a Message
That’s right. A good brand delivers the message of your solution to your target audience.
Heard of Oshkosh B’gosh? Even if you don’t have kids, you probably have. They have a consistent message that resonates with their target audience — parents.
“Oshkosh B’gosh: We specialize in crafting high quality, affordable clothes.”
If you’re a parent, then that’s all you need to know. The product’s going to last without robbing your wallet.
A good brand delivers a clear and concise message to its target audience.
Confirm Credibility
We’ve entered the era of the dongle. There’s no denying it. And you, well, you just bought a new computer. It came with one port, something called a “usb-c.” With that presentation on Friday though, you’d better make sure that you have what you need to connect your computer to the company’s projector. So you navigate to Amazon and search for “best usb-c dongle.” There’re a lot of options:
Amazon Basics
Anker
FlePow
Hyper
Apple
Which one do you choose?
Why?
Without reading reviews is there one brand on that list that you trust more than the others, that if you had to (without any more research), you’d buy right now?
That’s brand credibility.
Cultivate Emotional Connections
I have certain brands that I always buy. On my desk right now, I have a Logitech mouse, keyboard, and speaker. I trust them and the message they deliver (and I like things to match).
Recently, I needed a webcam. Like everyone else, I Googled around and checked The Wirecutter and Lifewire. When they both recommended a Logitech camera, I sighed in relief. I really, really didn’t want to buy another brand. I’m emotionally attached to Logitech.
As dumb as it may sound, I didn’t want to let Logitech down.
A good brand connects with its target audience and lives in their hearts and minds.
Motivate Buyers
I have a friend who won’t stop talking about his new iPad Pro. He loves it. He wants me to love it, too.
As annoying as it might be, people tell others about the brands they like. People wear brands, eat brands, listen to brands, and they’re constantly telling others about the brands they love.
Strong branding results in positive impressions that are often shared from target to prospective audiences. This is good news for you because people regularly purchase because of familiarity and dependability.
Create Loyalty
Bud Light or Miller Genuine Draft? Apple or PC? Kindle or Nook?
I like the brands I buy. I’m loyal to them. I’ve got their backs in a fight. Don’t try and tell me about your new iPhone X, okay? I’ve got a Pixel 3 and it’s the best because, you know, it’s Google, which is way better than Apple. It’s just a cold, hard fact. Right?
Good brands cultivate customer attachment through high value and credibility.
In the End
A brand is so much more than a snazzy logo. It represents you because you, your staff, and even your marketing materials are the brand.
From beginning to end, your brand needs to be consistent and clear. It needs to solve a problem through a customer-centered solution.
Identify a problem.
Create a solution.
Test its viability.
The reason branding is important is because it delivers your message, confirms your credibility, cultivates emotional connections within your customers, motivates your buyers, and creates loyalty between you and your target audience.
Producing original content and maintaining a digital marketing plan can be overwhelming and time-consuming. Brand Viva Media is a Denver-based agency that creates custom content and marketing strategies for our clients. When you have the marketing plan you need, your brand gains exposure, customers engage more, and your business flourishes.