Whether you're an agency, an individual marketer, or an entrepreneur who's trying to 'make it' in the marketing world - you can probably relate to this.
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One of the biggest pain points for people within our industry is convincing prospects and other businesses about the importance of branding in Marketing. While there are aspects of our business that are more tangible; for example: a website, product packaging or growth in Facebook followers, there are several facets of marketing that aren't as tangible. Aside from that, brand perception and how many people have their business at the forefront of their mind when buying.
And of course, at the end of the day - the digital space is an extremely volatile place that has marketers like us running around like headless chickens trying to navigate a constantly changing landscape.
So the amount of hard work we put into navigating the changing digital landscapes that would otherwise be so much more difficult without us, then why the resistance? And what can you do to convince them?
Communicating the importance of branding:
One thing that we've come to learn is that people often think of branding as the 'fluffy' part of not just business, but also marketing. For example, a lot of businesses would rather you mindlessly and aggressively market on Facebook to get likes rather than building a solid brand. But is it so important? Why?
- Branding will set you apart from other businesses
- It makes your brand more of a 'human', aligning them with the right people, making these people more inclined to buy your product over everyone else's when they're ready
- It stops you from being just another 'product' or 'service'. This is so important, because without defining yourself as your own brand, you are essentially the same as the rest.
- It aligns every other facet of your business - how you communicate with customers, what type of content you should be making, and how you should be writing or producing it.
I mean, if Nike didn't brand itself the way it did, what would stop people from buying sportswear from somewhere like Kmart or Target? People buy from Nike because of the way they've positioned themselves - and you should start doing the same for your business, no matter how big or small.
Then comes the age old question:
"But why should I spend time, money and resources on branding when I can just spend that money on getting results right now?"
To us, the answer is simple. You're simply spending money on not having a long term direction if you're solely results driven.
If you can get your branding right first, it'll be easier to create valuable content for the right people. And when the time comes and they need your product or service - guess who will be on the forefront of their minds? YOU.
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FAQs
How does branding contribute to the success of a business?
Branding contributes to the success of a business by enhancing its recognition and recall value in the minds of consumers. A strong and well-established brand can attract and retain customers, increase customer loyalty, and command higher prices for products or services. It also helps businesses stand out in a crowded market and creates a sense of trust and reliability among customers.
Can branding affect customer perception?
Yes, branding strongly influences customer perception. A well-designed and consistent brand identity can create positive associations and impressions in the minds of customers. It can evoke emotions, communicate a company's values and promises, and shape how customers perceive the quality, reliability, and overall experience of a product or service.
Does branding impact customer loyalty?
Yes, branding plays a significant role in building customer loyalty. When customers have a positive and memorable experience with a brand, they are more likely to develop a sense of trust and loyalty towards it. Strong branding creates a connection that goes beyond the product or service, resulting in long-term customer loyalty and repeat business.
How does branding influence purchase decisions?
Branding influences purchase decisions by creating familiarity, trust, and positive associations in the minds of customers. A strong brand presence increases the likelihood of customers choosing a particular product or service over competitors. Branding also helps simplify the decision-making process for consumers, as they are more likely to choose a brand they recognise and trust.
Is branding only relevant for large businesses?
No, branding is relevant for businesses of all sizes. Regardless of the size of the business, creating a strong and consistent brand is essential for establishing a unique identity in the market and building customer loyalty. Branding allows businesses to effectively communicate their value proposition, regardless of their size or resources.
Can branding change over time?
Yes, branding can evolve and change over time. As businesses grow and adapt to changing market trends and consumer preferences, it may be necessary to rebrand or refresh the brand identity. However, it is important to ensure that changes align with the core values and essence of the brand to maintain consistency and retain existing customers.
How can branding support long-term business growth?
Branding supports long-term business growth by establishing a strong market presence, fostering customer loyalty, and creating a competitive advantage. A well-recognized and trusted brand can attract new customers, increase market share, and drive customer retention and repeat business. Successful branding also allows businesses to expand into new markets and explore new opportunities for growth.
