Let’s talk branding. It’s a popular word that we see sprinkled all over our Facebook groups and Instagram feed, but what is it really about? It’s more than just a logo or color. It’s about the overall visual image of your company. It’s about how your audience feels about your presence when they’re scrolling through their social media feeds.
Is that important? You bet! The way that people feel around your brand can turn them off, intrigue them, and even turn them into buyers.
What is branding, anyway?
“Your brand is what other people say about you when you’re not in the room.” - Jeff Bezos, founder & CEO of Amazon.com
Your brand is your first opportunity to show your audience what you’re all about. It’s the first stepping stone to help your customers decide whether or not they would do business with you.
I am often complimented on my Instagram account and my website. In the beginning of my business I carefully constructed what I wanted my brand to be, and everything I publish fits into that brand. Your logo and color scheme is a start - but it goes beyond that. A solid brand will have a main color scheme, pleasing aesthetics, an overall message, a consistent voice, and products that match the brand. It’s the overall experience a customer has with your company.
Why is branding so important?
Your brand is the first impression people get when they visit your website. I have heard that you only get 7 seconds to make a good first impression, but I feel it’s much quicker in the online world. As I’m scrolling through my newsfeed I don’t typically stop unless I see something that catches my eye and is appealing to me. Your customers are no different. If your brand is cohesive, well designed, and appealing, your audience will be more likely to notice you. What’s more than that, they will be more likely to do business with you. For more on using your brand to make a great first impression, check out this article.
Building trust is crucial when you’re making sales, building an engaged following, and booking clients. The truth of the matter is this - people buy from those they trust. Having an effective design shows your audience that you are focused and consistent.
In this digital age, people are very visual. They want to see images that are appealing and grab their attention. When your brand is on point and consistent it becomes memorable to your audience, and they are less likely to forget you.
The brand you choose for your website or product is essentially it’s voice. By giving your brand a voice, you are building for it an identity that can stand on it’s own. An identity is something that your audience can relate to far more than just promotions and advertisements. Relatability builds trust, and trust procreates an engaged and loyal following.
What does a bad brand mean for my company?
The same way as a good brand can build trust, a bad brand can break it. Do you remember how we said your brand was your overall experience with a company?
I have talked with a lot of people who have had bad experiences with DirecTV, including myself. The bills were constantly changing, the customer service was not very friendly, and I didn’t see the value for the price tag. But, because DirecTV is one of the top satellite providers, people will continue doing business with them. This is an example of a bad brand.
The Make-A-Wish Foundation, on the other hand, is on the opposite end of the spectrum. Even if you’ve never worked with them directly, we can all agree that their mission is incredibly powerful and uplifting. This is a stellar example of a good brand.
Both companies are well known, established, and do have a strong brand going for them. But what if the Make-A-Wish Foundation suddenly found itself with a big competitor? Chances are, because the Make-A-Wish Foundation has already established such a positive brand, the competitor wouldn’t stand a chance.
Now, if another company had come about and surpassed DirecTV, it seems a lot of people would jump on that wagon without a second thought.
When you build trust with a good and strong brand your audience is so much more likely to be loyal to you. That is why branding is so important.
About the author
Angela is a creative virtual assistant and social media manager with a passion for working with female entrepreneurs to streamline their workflow and find more freedom in their business. She’s a small town country girl, determined to break out of the conformity of the 9-5 and build a legacy for her children to be ambitious and to walk in faith. Visit her website at www.contentstudio.site.