As customers, we interact with products and services based on customer experiences. Brands are then strategically cultivated as per the experience they want to provide when making a purchase. Does this statement confuse you? Learn just how branding works to personalize experiences:
A brand is a set of features such as the name, logo, voice, tagline, design, and other elements. It distinguishes one company or organization from another and influences the consumer’s experiences when interacting with a business.
On the other hand, branding suggests using research and development to apply value-added features to the company. Doing so allows prospective consumers to associate your brand directly with your products and services. The primary aim of branding is to connect with the consumers and also with the heart of your business.
Why Leverage Branding in Marketing
A brand is an organization’s most valuable asset that gives it an identity that extends beyond products and services. It makes the business more memorable, allowing prospective consumers to distinguish your brand from competitors across most mediums. Additionally, it aids advertising and marketing efforts with added impact and recognition.
Moreover, it’s capable of influencing the customer’s purchase decisions. Consumers who connect with the brand spend twice as much compared to those who don’t. Consumers and employees feel a sense of pride working in a highly regarded and reputable workplace.
7 Important Branding Terms to Know
Here’s a list of brand-related buzzwords that further illustrate the importance of branding your business:
Brand awareness: speaks about how familiar the public (especially the target audience) is with the brand. It’s imperative to emphasize this as consumers are unlikely to purchase from a brand they’re unaware of.
Brand extension: is as simple as an attempt to extend the brand using new products and services in markets and industries. This helps individuals and companies leverage equity for diversifying production and generating more revenue streams.
Brand management: takes a brand’s creation and maintenance phases into consideration. It involves control over tangible and intangible elements of a brand.
Brand identity: speaks precisely of the brand’s personality and promises to its customers. It communicates the product or service specifications to the audience in an attempt to evoke emotions.
Brand recognition: measures your target audience’s ability to identify your brand through your jingle, logo, tagline, advertising, and packaging.
Brand valuation: refers to the commercial value of your company based on recognition, trust, and consumer perception.
Brand trust: computes how strongly customers believe in your brand or feel confident in your business.
Ideally, your brand should be treated as if it were a person. It should have each of these three things: (1) identity, i.e., who it is, (2) personality, i.e., how it behaves; and (3) experience, i.e., how consumers remember it.
Putting Branding to Work
Branding is a lifelong process that only works when you do it right. Once you’ve covered design and creation, your next move should be to integrate the strategy throughout your business model. But you want to be peculiar about regions that touch the target audience, such as:
A website is the single most prominent part of a brand’s identity. According to a recent study, 92 percent of consumers visit a brand’s website for reasons besides purchasing commodities. So, splash your selected typography, color palette, and logo across the pages to gain more return on investment. The product descriptions, calls-to-action, and web copies also reflect your brand voice.
If you produce physical goods, it’s likely to be the most tangible way consumers interact with your brand. Hence, your product package should reflect your branding in terms of size, color, design, and feel.
Social Media Channels
Aligning the cover art, imagery, and profile photos to reflect the brand makes your business more recognizable. Also, ensure the captions, posts, and information offered on these platforms use your brand voice to establish consistency.
Whether in print or digital, ads are frequently used to establish awareness regarding the brand. Branding makes ad creation far easier since you’re already aware of how the advertisements should appear.
Those handling customer service should be instructed to follow brand guidelines since they frequently interact with prospective consumers. Please encourage them to use taglines, logos, imagery, and brand voice when engaging with customers.
Seek Professional Branding Services
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