Article

Rick Barron
Rick Barron 6 September 2019

The Basics of Branding

Branding is one of the most important aspects of any business, large or small, retail or B2B. An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does "branding" mean? How does it affect a small business like yours?

Branding is one of the most important aspects of any business, large or small, retail or B2B. An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does "branding" mean? How does it affect a small business like yours?

It’s really very easy, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors'.

The foundation of your brand is your logo. Your website, packaging and promotional materials, all of which should integrate your logo, communicate your brand.

Brand Strategy & Equity

Your brand strategy is how, what, where, when and to whom you plan on communicating and delivering on your brand messages. Where you advertise is part of your brand strategy. Your distribution channels are also part of your brand strategy. And what you communicate visually and verbally are part of your brand strategy, too.

Consistent, strategic branding leads to strong brand equity, which means the added value brought to your company's products or services that allows you to charge more for your brand than what identical, unbranded products command.

Defining Your Brand

Defining your brand is like a journey of business self-discovery. It can be difficult, time-consuming and uncomfortable. It requires, at the very least, that you answer the questions below:

  • What is your company's mission?
  • What are the benefits and features of your products or services?
  • What do your customers and prospects already think of your company?
  • What qualities do you want them to associate with your company?

Do your research. Learn the needs, habits, and desires of your current and prospective customers. And don't rely on what you think they think. Know what they think.

Value of Your brand

Every brand, even if it’s not a big one, has value. It might be small or it might be large, but it has value. Your brand also matters probably a bit more than you might think, especially if you are just starting. Building a recognizable and valuable brand is part of every business, though we don’t think about it in those terms necessarily

Branding Improves Recognition

Being recognized is important to make sure advertising is more effective and people are return customers. Becoming a recognized brand, even if just in a single small niche or your part of town makes you familiar, which is one of the first steps to building trust with potential new customers. Making sure that your brand is coherent across all platforms and conveys the message you want to share ensures that you are recognized and remembered the way you want to be.

Branding Supports Design

When you go to start advertising, build a website, or even make a flyer or business card, having a brand supports all of those design efforts and saves you money in the long run. Branding and the guidelines we create with it helps make sure future design work follows the same rules and creates the cohesive brand you want. It also saves anyone designing for your company time and effort as they know exactly what your brand is.

Branding always makes for better marketing. The key is everything matches and makes sense. When you create a brand you are really putting into graphics, and words, the story of the company. It’s who and why which makes the job of marketing easier and more effective when you do something.

No matter your size, your brand has value and should be a tool and asset you use to bring more success to your business. Hopefully, this list has helped you see some more value in your brand, and see where it can be when created thoughtfully and with purpose.

About the author

Hi, my name is Rick and I thank you for reading this article!

I explore to learn new stuff every day and here I will share all my experiences and thoughts with you.

You can also find me on Twitter and Instagram. :)

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

A company website is crucial for any business's digital marketing strategy. To keep up with the changing trends and customer buying behaviors, it's important to review and make necessary changes regularly...

Digital Doughnut Contributor
Digital Doughnut Contributor 25 March 2024
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 3 April 2024
Read more
The IoT-Connected Car of Today—Case Studies

The IoT-Connected Car of Today—Case Studies

Imagine a world where your car not only drives itself, but also says intelligent things. This would look like an impossibility about five years ago, but today the IoT is already breaking fresh ground for tech...

Ronald van Loon
Ronald van Loon 10 March 2017
Read more
10 Factors that Influence Customer Buying Behaviour Online

10 Factors that Influence Customer Buying Behaviour Online

Now is an era where customers take the center stags influencing business strategies across industries. No business can afford to overlook factors that could either break the customer experience or even pose a risk of...

Edward Roesch
Edward Roesch 4 June 2018
Read more
AI-driven Personalisation Dominates the Future of Travel and Hospitality Marketing

AI-driven Personalisation Dominates the Future of Travel and Hospitality Marketing

Travel and hospitality marketing is on the verge of dramatic transformation. Personalisation of marketing communications is moving from dream to necessity, and the change is putting marketers in the driving seat.

Michael Nutley
Michael Nutley 3 December 2024
Read more