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The Importance of Branding your Business

Starting a new business is a daunting task. There’s so many avenues that need to be explored when it comes to finances, staff, structure and everything else, that sometimes something like your branding may get forgotten about. Many people don’t consider their branding of their business all that important, particularly if they are in an industry that does not have a strong focus on appearance (construction for instance). However, neglecting your branding can be a huge mistake, as branding is one of the main aspects of your business that can help create a sustainable and memorable name for yourself.

Brands are a lot like recipes, they have many ingredients, which on their own may not mean much, but when they are put together in a certain way, they can create amazing results. For the most part, a good brand needs to consist of four major elements:

  • A logo
  • Colour palette
  • Typography
  • Graphics

These four aspects individually, do not amount to much, but when they are used together, they create an overall brand. The key to ensuring your brand and business remains memorable is consistency. By always using your chosen colours, typography and graphics, people will begin to recognise your business from even a quick glance, this is called brand recognition.

Cadbury's
Cadbury's chocolate is instantly recognisable from it's purple packaging.

Whilst creating a recognisable brand is important and the main benefit for excellent branding, there are other reasons to spend a lot of time perfecting your business brand.

Seperating yourself from competition

Creating your own unique brand is essential in seperating yourself from your competitors. Your industry may be saturated with many different businesses offering the same product or service as you, often it is your brand that will be the defining factor as to whether a potential client decides to use you.

For example, imagine yourself with the choice of two businesses, both offering the same product, for the same price. Business A has poor branding, they have spent little time on it, and it looks as though not a lot of effort was put into it. Business B has consistent branding that looks unique to the business, and instantly tells you what that business is about — you would go with Business B.

It’s visual information

That consistent branding also tells a story to your potential customer. It tells them what kind of business you are, and this is very important depending on your business. Choosing the right tone of voice can make or break a brand, a beauty company with a colour palette of bright yellow and black, may not seem as inviting as a pale pink and white palette.

It is these small visual cues that help customers determine what you offer as a service, without having to navigate to your website, or give you a call — it’s a form of instant visual information

A memorable brand generates referrals

Creating a brand that is recognisable ensures it is easier for customers to refer you to other potential customers! Make it so that your brand is so memorable that they instantly know what you are called, or a defining feature of your branding (logo, mascot etc.)

For example – “I used Sparkles for my window cleaning, they’re the company with the Soap Bubble mascot!” Make sure you are memorable, for the right reasons!

Brands create trust

When a company presents themselves in a professional way, and when there is social proof that their products and service are quality, prospects will trust that company and feel more comfortable giving it their hard-earned money.

These are just some of the reasons why creating a professional brand for your business is super important, and should not be overlooked.

Are you thinking about getting your old business a rebrand, or perhaps you have a startup and need to create something from scratch? Get in touch, and we can help you stand out from the crowd.

 

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