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Branding is one of the most important things you can do to build and grow your business. In fact, it’s one of the first things you should do when starting a company. If you already have a business up and running, it’s never too late, but the longer you wait to develop solid branding, the more difficult the transition can be. Here are 3 reasons that branding is a vital investment for growing your business.
People are visual creatures. We may not be aware of it, but there are thousands of colors and patterns that we immediately associate with certain things. Your brand is a kind of visual shorthand that connects the right consumers to your product. For instance, if you make a product specifically for lumberjacks, using a rugged looking typography, plaid and forest colors, and wood thematic images is a great way to communicate who your product is for. Whether you’re doing your own branding or working with an industry-specific branding agency, your brand should send a clear and concise message.
Not only should your branding quickly tell consumers who your product is for, but it should also quickly tell them a bit about you. Your brand is essentially the personality your business would have if it were a person. So, is your brand quirky, intelligent, mischievous, playful, no-nonsense? When you figure out the personality of your brand, you can incorporate it into your branding strategy to let people know right off the bat who your business or company is.
Not only does your brand immediately tell consumers who you are, but your brand also tells others something about your consumers as well. Someone walking down the street carrying a Gucci or Prada bag tells people something about them. When they like what your product has to say about them, they like your product. Both Nike and Adidas sell athletic shoes and gear, yet some consumers are die-hard Nike fans while others remain steadfastly loyal to Adidas. This is called brand loyalty. It’s not just the products that consumers are passionate about, it’s the entire brand entity.
If your brand is the personality of your company, then developing a branding strategy is similar to building a dating profile. When you know the kind of person you want to attract, then it makes it easier to choose the right words, images, and descriptions to attract that person. Not having good branding is the equivalent of trying to get a date on a dating site without creating a profile or offering any information about yourself.