What is Branding and Why is Important?

What is branding? There are a lot of misconceptions about the terms brand, logo, and brand identity, and while it’s true that they all work together, they are different. Let’s dive into what all these terms mean and why is so important to have a solid brand identity.

The brand is not branding

A brand can be described as a company, service, product, or person, that has a voice and personality of its own. Branding is all of the ways you establish an image of your company in your customers’ eyes. It’s your what, your how, and your why. The purpose of branding is to simply and easily help your customers understand what you offer and how you’re different.

Your logo design is part of your brand identity – which is a different thing altogether. Your brand identity is the visual representation of your company’s branding. Designers design a brand identity that reflects a brand.

In summary, a brand is an experience and your branding works together to create the experience that your audience encounters when interacting with your business.

A brief history of branding

Branding in its earliest form dates all the way back to around 2000 BC and was purely used to depict ownership. The term derives from the Old Norse word ‘brandr’ or “to burn” and refers to the practice of branding livestock, and originally referred to a piece of burning wood. It wasn’t used as a verb until late Middle English when it came to mean “mark permanently with a hot iron.”

A very important event occurred in the UK in 1876. Bass Ale presented their barrels with their standard branding of a red triangle. Most people recognized it and thought nothing more about it. While the legal concept was new, the logo, the symbol, and the ale that it represented were not. Most people would know immediately what was in those barrels without even reading it. The branding had been used for years prior to the advent of the trademark, but now it was official.

No matter what size they are, the most successful businesses are the ones that have established themselves as a leader in their industry by creating a strong brand. A good, strong brand will bring major benefits to your company providing value beyond your actual products. People learn to trust your company through your brand and will rely on its structure and morals. So when you start to build your brand, make sure it is something that you can commit to!

Why is branding important?

A brand that’s easy to remember is easier to find. If your brand has unique properties and succeeds in attracting attention, then you’ll have a much better chance of having potential clients hear about you and easily find you as well.

→ It Establishes Credibility

Quality and cohesive branding highlight your business in the best possible light. Building credibility around your business is critical for people to trust you enough to make a purchase or a booking.

→ It Tells Your Story

Every brand tells a story with its branding – it tells your audience who you are, what you do, why you do it, and how your product or service is going to change their life for the better.

→ Branding Builds an Emotional Connection

By establishing yourself as a brand, you can deeply connect with customers and the general public. This connection is a gradual process that happens with time, but it starts by establishing a good reputation, letting your audience get to know you, and ultimately finding memorable ways to communicate.

→ Branding Opens Up New Revenue Channels

Building brand identity is one of the most effective ways of spreading the news about your business. Equally, it is paramount that your marketing efforts, logo design, social media communication, and reputation are congruent with each other to create a resounding impression on your audience. If that happens, you’re more likely to convince your audience to become your customers/clients and open up new revenue channels.

→ It Generates Refferals

A strong brand can generate referrals because people tell others about the brands they love. So, new clients can come through your current client’s recommendations or word of mouth, and that’s where your efforts on branding start to pay off.

Do you have any questions? Contact us!