The Brand Experience

WHY IS BRANDING SO IMPORTANT?

Take Molton Brown for example. Without their iconic logo and label on their shampoo bottles, it would just be another bottle worth nothing. The fact is, without branding. You cannot price higher or create returning customers.

BRANDING PROMOTES RECOGNITION.

People tend to do business with companies they are familiar with. If your branding is consistent and easy to recognize, it can help people feel more at ease purchasing your products or services.

YOUR BRAND HELPS SET YOU APART FROM THE COMPETITION.

In today’s global market, it is critical to stand apart from the crowd. You are no longer competing on a local stage, your organization now competes in the global economy. How do you stand out from the thousands or millions of similar organizations around the world?

A STRONG BRAND GENERATES REFERRALS.

People love to 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. On the flip side, you can’t tell someone about a brand you can’t remember.

A STRONG BRAND HELPS CUSTOMERS KNOW WHAT TO EXPECT.

A brand that is consistent and clear puts the customer at ease because they know exactly what to expect each and every time they experience the brand. Take Starbucks. If your a recurring customer, they most likely know your name and order automatically. They do this to create a sense of familiarity. Why would you change your routine and go to another coffee shop that isn't familiar. They do this to make you stay away from their competitors. 

YOUR BRAND REPRESENTS YOU AND YOUR PROMISE TO YOUR CUSTOMER.

It is important to remember that your brand represents you, you are the brand, your staff is the brand, your marketing materials are the brand. What do they say about you, and what do they say about what you’re going to deliver to the customer?

YOUR BRAND HELPS YOU CONNECT WITH YOUR CUSTOMERS EMOTIONALLY.

A good brand connects with people at an emotional level, they feel good when they buy the brand. Purchasing is an emotional experience and having a strong brand helps people feel good at an emotional level when they engage with the company. 

A STRONG BRAND PROVIDES YOUR BUSINESS VALUE.

A strong brand will provide value to your organization well beyond your physical assets. Think about the brands that you purchase from (Coca-Cola, Apple, Ralph Lauren) are these companies really worth their equipment, their products, their warehouses, or factories? No, these companies are worth much more than their physical asset. Their brand has created a value that far exceeds their physical value. For example, do you think that it costs $500 to make an Ralph Lauren shirt ? The answer is no. They are allowed to price higher because of the brand they had developed. Think of it as social currency. Same as apple. Their stores are the most unique and effective out of all places. They allow you to meet with friends and have a good time. They do this in the hopes of you bringing more friends and more and more until someone buys a product from them. 

IN CONCLUSION

Your brand needs to represent your entire organization. When your organization is clear on the brand and can deliver on the promise of the brand you'll see higher profits and returning customers in no time.

If you need assistance with your brand, from creating your initial brand strategy to the visual identity elements, email us for a FREE consultation!