Branding, the lovely word that separates McDonalds from A &W, or, Apple from Samsung. A little strange if you think about it as they both sell very similar products to their competitor.
Every person is given a specific DNA, much like your business has a Unique Selling Point (USP) which separates you from the rest. It’s critical in the modern “technology era” to have a plan to create an experience for customers, because that experience will ultimately make your business successful if executed right.
1. Branding creates trust
People by default are more likely to –purchase from a business that’s polished and well branded. Just imagine walking around town looking for a restaurant to eat at, and there are two restaurants beside each other; one restaurant looks dim, has a messy entranceway with leaves scattered, dirty windows and faded posters – the other has a bright logo, sparkling clean windows, vivid new signage and a well-lit entrance. Which restaurant are you going to trust more? Exactly.
Branding builds that initial trust for any consumer to even approach your business; whether it’s an online directory profile, your actual storefront, a flyer, or even a business card, it’s all about the first impression.
2. Branding inspires employees
Many employees need more than just work nowadays – they need something to work toward. When employees understand the identity of the business, the company vision and goals, it’s more likely the workers will feel the same pride and work harder. Having a strong brand is like turning the company logo into a flag and the rest of the company rallying around it. You know your brand has impacted an employee when they go home and they can sell the business to their friends and family like the owner can.
3. Branding generates new customers
Ever heard the expression customers create customers? Branding is the same way. A strong brand presence will help your business get word-of-mouth referrals. The same way you go to a restaurant, have a phenomenal experience with the staff, the product and the overall experience, then you refer that business to people you know. The most profitable companies in the world, small or large all have something in common – they’ve established themselves as a leader in their particular industry by first building a strong foundation with their brand.
“Your brand is what other people say about you when you’re not in the room.”
Jeff Bezos – CEO of Amazon
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