Marketing 101: Benefits of Branding Your Business
Posted by Norma Shepardson on Thu, Mar 10, 2011 @ 12:25 PM
We spent time a couple of weeks ago to let you know what you shouldn't do when it comes to rebranding your business, but thought it was important to take a step backwards and discuss the importance of creating your brand in the first place.
You likely have heard talk of branding one's business, and surely you know branding when you see it even if you aren't totally sure of what it is. The Golden Arches, bright primary colors, and 'I'm Lovin' It' campaigns? I'm sure you guessed McDonald's. The retro-styled DD, bright pink and orange color scheme, and 'America Runs on Dunkin' slogan? Dunkin Donuts has made an impact in our minds using these marketing tactics. These companies spend millions of dollars to be sure that they have bulletproof brand identities in place so we automatically make those associations.
Sure you think, these larger corporations need to have strong brand identities and can spend a ton of money on getting them just right. Don't pass it off as just for the big guns, though...it is vital for small to medium size business to have strong brand identities as well, and you don't need to drop millions to get there.
Here are a few benefits of branding your business:
- A successful brand will create customer loyalty, and will constantly build awareness even when you are not engaged in an active marketing campaign. Consider your brand a marketing campaign that never ends.
- Your brand image will show your clients and customers that you care enough to put forward a professional image, and have the diligence and creativity to present what makes you unique in your market.
- Both new and established customers will place increased trust in your business.
- Your branding lets customers visualize your services and offerings. It's always good to put a 'face to the name,' so let your branding be the 'face' that your customers see.
Seriously considering your brand identity should be a priority for 2011. It is an investment in your business that will continue to pay back on itself as your company grows and expands.