Beyond just a memorable logo, good branding increases the value of a company, provides employees with direction and motivation, and makes acquiring new customers easier. So what exactly is a brand?
The short answer is: everything.
A brand represents the sum of people’s perception of a company’s customer service and reputation. When all of these parts of the business are working well together, the overall brand tends to be healthy.
1. Branding improves recognition
One of the major components of a brand is a logo because, as the “face” of a business, it’s what people instantly recognise. A professional logo design is simple enough to be memorable, but powerful enough to give the desired impression of your company.
2. Branding creates trust
Just as people are more likely to purchase from a business that appears polished and legitimate, customers need to feel comfortable before committing to a business.
Website and promotional material featuring the same look, feel and colours of the logo, reinforcing the sense that this business is a reputable, consistent and an expert in its field.
3. Branding supports advertising
Advertising is another important component of a brand. Both the medium chosen and the demographic targeted for advertisements help build a brand. Placing your logo on apparel, packaging and printed material to spread the word about the business and stand out from the competition
4. Branding inspires employees
Many employees need more than just work — they need something to work toward. When employees understand the mission of a business and its reason for being, they are more likely to feel that same pride and work in the same direction to achieve the goals the business owner has set. Having a strong brand is like turning the company logo into a flag the rest of the company can rally around.
5. Branding generates new customers
Branding can also help a business get word-of-mouth referrals. After all, would a client be able to tell a friend about your company if they couldn’t remember the brand or logo. The most profitable companies, small and large, have a single thing in common. They have established themselves as a leader in their particular industry by building a strong brand, starting with a strong logo.