WHAT BRANDING IS AND WHY IT IS IMPORTANT FOR YOUR SMALL BUSINESS
A crowded market is a reality in the 21st century, and branding is your guide to stand out from this mess.
WHAT IS BRANDING?
Branding is brand management. It is every single action taken to convey the positioning of your business in the market.
This positioning is communicated through your brand universe – visual, sensorial, and verbal. (Remember, branding is not just your logo or your Instagram profile. These are only parts of a whole.)
Everything a brand communicates must be aligned with its purpose, story, and beliefs. It must be done consistently to build reputation and credibility, generating an emotional connection with the customer. Put simply, the goal of a branding project is to touch the audience’s heart.Your brand is what other people say about you when you’re not in the room. – Jeff Bezos, CEO, Amazon Click To Tweet
WHY IS BRANDING IMPORTANT FOR YOUR SMALL BUSINESS?
First of all, if you are in business, you are a brand – no matter the size. Therefore, you have competitors. How, then, will you stand out in the extreme clutter of the marketplace? Branding.
Great brand management is what makes Starbucks more than just a cup of coffee. It’s a strategy applied to each product, to each store, to each employee, providing the same great experience they want their audience to have. This consistency builds a tribe of passionate and loyal followers, increasing the brand reputation and its recognition in the market.
Brand management also boosts sales. Passionate customers don’t choose brands based on price; they choose brands based on perception, trust, and the feelings they have for it.
Thus, if you want to have your tribe, it’s time to change the way your customers look at your brand.
A branding project will put in your hands the strategy to position your business in the market after immersion sessions that will bring your brand purpose, core values, attributes, and story to the surface, and all of that will be communicated to your customers and stakeholders through your brand ecosystem.
It is a never-ending process. It needs constant care to spread your brand statement to all your customers, employees, and stakeholders.
It’s hard work, but it will be worth it!
Do you want to change the way your brand is perceived by your audience?