Creating a business is not easy. Creating a successful business at times may seem all but impossible. Proof of this can be seen by the number of small businesses that are created every single year and then fail. While there are a lot of factors that contribute to the success or failure of a business, one of the major contributing factors is branding.
When people think about branding, they mistakenly believe that it is just creating a local or a graphic element that represents their business. In truth, branding includes the entire experience that your customers have when they interact with your business. This encompasses everything including your logo, social media, your company’s website, what your employees say when they pick up the telephone, the personalized packing tape they see when your business sends them a product, and the way your staff interacts with customers. Branding is what makes your business unique. It is what makes it different from all of the other businesses that are currently out there. Branding is what influences the perception that your customers have when they think about you and your business.
It’s important to understand that branding is not something that happens by accident. It requires planning, creativity, and hard work. When you see a company that has a good brand, it is the result of a well thought out and strategic plan. Unfortunately, many small businesses avoid spending the time, money, and energy needed to successfully brand themselves. They do not understand how important this aspect of marketing is for the future success of their business.
One reason why branding is key is because people are likely to do business with a company that they feel an emotional attachment to and that they are familiar with. When a business is easy to recognize and when the colors, logos, and slogans attached to the business are consistent, people feel more at ease when purchasing services from said company.
A second reason why branding is key is because it allows your business to distinguish itself from the competition. This is very important especially now that businesses are competing on a global scale. Your business is not just competing with the brick-and-mortar store that is on your same street. It is also competing with the thousands of online stores that sell products very similar to yours.
Creating the right brand is not easy. It requires strategy. But in the end, it pays off.