Dear small businesses, We need to talk about branding

Dear small businesses, We need to talk about branding

How can I persuade you that branding is important? Give me two minutes and I promise you start to understand why branding is important. And hopefully, you’ll want to learn further why branding is essential – especially for new small businesses.

Do you have a plumbing business, a beauty product, a pop-up restaurant owner or another type of business? Whatever business you do have addressing the phrasing might help… would I catch your attention if I changed the word ‘branding’ to ‘reputation’. Your reputation is important to you, right? The impression you leave is key to branding. If you want to be successful, that first impression must serve two purposes: it must explain what makes your company unique and it must present you in a favourable way.

That’s where branding comes in.

If you’re still not convinced – read on to learn why branding should not be ignored…

Branding is marketing

Why? Branding is a crucial element in your branding. Your brand is built through the channels and mediums you choose, as well as the demographics you target, right?. Avoid having a marketing focus that is too limited or you run the risk of being “pigeonholed” and losing the capacity to enter new markets. On the other hand, a marketing approach that is too wide may prevent you from leaving a distinct impression on customers.

If you’re branding in the right way – you’re also marketing your business in the right way too. For instance, if you are creating a Facebook ad, you want the different elements of your paid ad to reflect your brand.

That includes…

  • Tone of voice – how you write to your target audience in the headlines and description
  • Images you use – does your images reflect your brand and purpose of the ad?
  • Call-to-actions – you’ll also want call-to-actions to reflect your brand and ad purpose
  • Fonts – any fonts you apply to your images should be consistent with your brand
  • Colours – you should have primary, secondary and accent colours under your branding

Branding supports any advertising you do. Branding is part of your marketing efforts.

As a small business owner, you need to consider the areas of branding that needs improvement. Remember, what I said earlier about reputation? First impressions are important to obtain customers and to grow your business.

That leads me on to the next part…

Branding Improves recognition & trust

A logo is one of the key elements of a brand since it serves as the “face” of a company and is what consumers are most likely to recognise. Professional logo designs are straightforward enough to be memorable while being potent enough to convey the appropriate message about your business. However, branding goes far beyond your logo – it’s the content you put in front of your customer (or clients). That’s your logo, marketing material (business cards, flyers, brochures, etc), your website, email marketing campaigns, paid ad campaigns and not forgetting your social media platforms.

Your tone, wording and other visual assets should all be distinctive and recognisable. People will remember you and connect everything you do when your branding is aligned to your content output. Imagine if your branding comprised of the colours dark red and light grey, but your email marketing campaign included bright red and dark grey? Similar, yes, but those ‘similar’ colours are not part of your brand – dark red and light grey are. The more consistent you are with your branding, the more trustworthy your brand will appear to your target audience.

Now that you’ve gone through that, let’s talk about what trust and recognition can do for your business…

Branding generates leads & revenue

With good reputation, your brand will foster leads and more revenue with the right branding in place. But first, let’s go back to trust. As you read above, branding may help your brand generate interest with a great logo or consistent content output. It’s crucial to remember, though, that a great brand also inspires confidence in both the market and your customers. Developing a strong brand can influence how customers view the value of your goods and services, and their propensity to make a purchase from you.

By incorporating your company’s brand strategy into all of your marketing efforts, you may strengthen your brand’s credibility with consumers and gain a competitive advantage and market awareness. The procedures are interrelated. And as a result, the likelihood of an easy purchase increases as your target audience start to trust the products and services offered by your business!

In a nutshell, because customers develop an emotional connection with a brand when it personalises their experience and that can only be down with applying branding to your marketing strategy. Branding is important in helping businesses increase sales. Customer loyalty is increased by a strong brand identification, and this increases sales for your business.

branding also provides customer retention

This one is super important. Your marketing strategies become increasingly more effective at generating sales leads when your brand becomes sufficiently well-known within your target market. It’s crucial to understand that branding helps retain current clients because it keeps them interested in your company’s image and promotional materials. Customer retention is impacted by this customer experience.

When you successfully implement a brand strategy, you can control the experience and journey of your customers, keeping them interested and engaged so that they frequently choose to do business with your brand. After their initial engagement with your brand, a loyal client base drives them back to the buying funnel.

It is crucial to build a brand with customer retention in mind. As they tell their larger social circle about their interactions with your brand, devoted customers can become your finest brand ambassadors. Most potential prospects trust personal referrals more than any other form of marketing. In light of this, it is clear how crucial it is for your brand to not just stand out from the competition but also to fulfil its value promises.

The more satisfied a customer is with your brand, the more likely they are to tell other potential customers about your goods and services. A referral campaign would also be quite successful in this situation. Such marketing initiatives support the development of credibility and trust, as well as the strengthening of client connections and loyalty to encourage repeat business.

Summary

We said earlier to replace ‘branding’ with ‘reputation’, but really, branding is all about business and marketing.

Did you find this content useful? Why not share it on Twitter, LinkedIn or somewhere else?

If you’re a small business looking to improve your branding, in any way, we can help you close the gaps and move your branding in the right decision. Contact our team and we’ll help you to develop your brand.

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