Benefits of branding
Branding isn’t a dirty word, so I’m here to reclaim and simplify it so branding can be easily understood and applied. Today, we begin with the benefits.
While you likely know what a brand is, it may help to clarify that it relates to how someone experiences your business, product or service. You can also think of it as how people discover and appreciate the work you share.
And branding? The goal is to communicate your vision and purpose and earn space in the minds of your audience. The process involves creating an identity, such as a logo, fonts and colours, though it can also extend to content, taglines and photos.
Here, I introduce the three areas I cover as a business, then share ten reasons why branding matters.
Strategy: a plan for your business, product or service that takes you from A (the here and now) to B (your vision)
Styling: the visual appearance, which may encompass a logo, graphics, images, colour palette and font choices
Storytelling: a method for telling your community who you are, what you and, perhaps most importantly, why
I’ll be delving into these topics in a new column on another Substack publication, so I’ll be sure to share my introductory article, plus the three in-depth ones.
Why branding matters
1. Standing out
We’re trying to be seen and heard in a sea of people, so it pays to be considered when approaching the plans and goals for your business or creative practice, the look and feel of the platforms you use, and the tone and style of your content.
2. Gaining credibility
A congruent brand style conveys a sense of authority and expertise. When potential customers perceive you as a trusted professional in your field, they’re more likely to choose your products or services.
3. Charging your worth
Securing your first clients or customers can be challenging. Often, new businesses price their offerings low to gain traction. However, a brand that radiates quality allows you to command prices that reflect the value.
4. Fostering loyalty
Branding can create a lasting emotional connection when it reflects shared values and resonates with your audience. They return for more, refer friends and family, and become loyal to your business, product or service.
5. Repeat business
Those who experience your brand authentically will remember you, and they will become your most valuable asset. When they need your products or services, they’ll actively recommend you to others, and this can help you grow organically.