Branding 101

In today’s world of too much choice and too little time, the competition for attention is fierce. Many products and services are so similar that it makes it difficult to convince consumers to commit. But despite that, there are some businesses that inspire loyalty beyond reason. Passionate and emotionally driven, this type of loyalty is triggered by one main thing-branding. But what is branding, really? And why is it so important?

• Branding is emotion: It is more than just a look or a logo. It is the emotional “gut feeling” reaction a business or person can elicit from customers. And with the advent of the Internet, branding has become the key to cutting through the clutter.

• Branding is perception: A set of perceptions people have about your company. It is a carefully curated emotional expression of your value that lives in people’s hearts and minds. 

• Branding is deliberate actions: The set of actions you take to cultivate your brand. When done right, branding becomes a beautiful symphony of design, language and experience, all combining to cultivate a very specific feeling. The hallmark of good brand strategy includes cohesiveness, consistency and clarity. Together, these three Cs create powerful psychological connections in customers. 

• Branding sets you apart from the competition: A good brand campaign leaves a mark on the customer, and stands out visually and with content. When customers have several options, branding helps them solidify their decision.

• Branding increases the value of your offering: Branding elevates your offering from a commodity to a unique product, allowing you to charge a premium. 

• Branding builds customer loyalty: Brand are people-driven and should remain consistent across all touch points, from the customer support to communication. The secondary hook to customer loyalty lies in a business’ ability to brand the necessity of its product or services.