Most of us, when buying a product, buy more than just said item. For many of us, we buy into the brand and what it stands for. Think about it, Starbucks is more than merely a coffee, Nike is more than simply a workout gear, and Tesla is more than a car brand. So why do people buy from these companies? Because people have associated certain feelings with them as a result of their branding. Their unique identities place these brands front and centre in the marketplace and differentiate them from their competitors. A strong brand identity is a core part of your company and influences whether or not you are successful.

Branding defined

But what is branding? It’s common to assume branding is your logo. Although it’s a central part of your brand identity, branding goes much deeper than that. 
At Wild Digital, we define branding as how your target audience views and perceives your company. It’s a strategic positioning that determines your tone, values and mission statement. It dictates how you communicate with your customers, the types of images and colour palette you choose, and your position within the marketplace. Allowing people to make associations with your brand and build your reputation.

“Your brand is what other people say about you when you’re not in the room.”

Jeff Bezos

Fouder of Amazon

The importance of branding

So what are the advantages of having strong branding principles in place? 

Measuring concrete results from branding isn’t easy. But it’s actually your most important company asset, and it will influence your success and growth. Because how people perceive your company will impact everything from your marketing strategy to your bottom line and the type of talent you attract. And the opposite can happen if done badly or not at all. 

So here’s why branding matters: 

Separates you from the competition

Consumers don’t engage with you simply to buy an item. Your brand is an experience which can offer something beyond a product or service. That experience and reputation is a way of positioning yourself and standing out in a crowded market. 

For example, for the New York based photographer Noah Kalina, we channelled his branding and reason for being across his new website. By sharpening his visual identity, Noah’s website now communicates his brand and what makes him unique as a photographer. Helping him distinguish himself and demonstrate why companies should do business with him over someone else. 

Drives your marketing efforts

It’s a lot easier to create stories and marketing messages once you know who you are, who you’re talking to, and how you want to present yourself. 

Your brand story is the backbone of your marketing strategy. It gives your company a united tone and feel across all touchpoints, both online and offline. With it in place, it’s easier to create concrete goals and decide on KPIs which support your brand mission. 

Sparks recognition and builds trust

Branding shows potential customers that you’re an established, credible business. It builds your brand recognition and, over time, earns you the confidence of consumers. These people are more likely to return when they know what to expect, or when they’re certain their expectations will be fulfilled.

For instance, Leadinfo is a market-leading lead generation software whose website didn’t convey their winning personality and product in a compelling way. A strengthened brand identity and a new website, with updated copy that speaks to their target audience, placed Leadinfo on the map. Many clients and partners expressed positive sentiments about the brand’s new website; there was a 200% increase in website visitors, and more customers signed up in the following six months compared to the previous year. 

If you’re missing branding elements, some can see this as a red flag, making it harder to build trust. Because without branding, you don’t have much to show for your business. 

Builds a loyal customer base

You don’t just want customers who recognise your brand and buy every so often. The aim is to foster a community that continues to come back and pick your offering above anyone else. Good branding gives your company a personality and values which people will relate to. You can appeal and connect to their emotions via your purpose and associated values. Creating a brand that people actually care about. 

Helps attract talent

Beyond external values and perception, a strong brand offers internal benefits too. Working for a company held in high regard or that has a positive reputation leads employees to feel more fulfilled, satisfied and take more pride in their work.

It will also be easier to attract high-level talent as your branding will resonate with candidates. Your authentic communication will allow people to quickly see what you’re about and if it appeals to them.

So there you go.

Those are the basics of branding and the principles we follow when helping clients develop their brand and identity. 

Before you launch your company or kickstart your branding process, make sure to know what drives your company, how you will achieve and support your brand purpose, and then fine-tune your offering, pitch, and marketing strategy. 

Aligning these elements will ensure you stand out from the crowd, attract your target audience in addition to top-notch talent and build a loyal fan base of followers.