The term “branding” seems to appear wherever you look these days!
“Branding should be your top priority“… “You are your brand“… “Creating a strong brand will help you to attract your ideal clients“…
So, you know that your brand identity is a pretty important part of your business, but you’re not sure how a consistent image and a striking colour palette is going to determine the success of your business. Don’t worry, I hear ya!
Today’s post answers the question of “why is branding important?“ and looks at how a professional brand identity can uplevel your business and your income.
First thing’s first…
It is important to understand that your brand goes beyond the design of a beautiful logo or a pretty website.
In essence, your brand represents your entire customer experience from start to finish. It encompasses elements such as your overall aesthetic, communication style, social media experience and the values which drive your business.
Your branding is your audience’s first impression of your business. It has the ability to make or break your success. In fact, you have literally seconds to make an impression. If you’re not convincing your audience to stick around, then you can say goodbye!
There are no second chances when it comes to first impressions. Particularly in this day and age, when we are constantly being bombarded by an endless stream of flashy advertisements. Therefore it is critical to ensure that your brand is aligned with the overall style and message you want to convey to your customers from the very beginning.
With that said, it is also important to remain true to who you are when creating your brand identity. If your brand feels like an extension of who you are, it will be much easier to convey your personality and the immense passion you have for your business. This will allow you to engage with your clients more effectively.
So why is branding so important when it comes to the success of your business?
Below, I have listed several reasons why a professional brand identity is a must if you’re serious about the success of your business.
1. Branding allows you to express your unique vision, style and creative flair.
One of the most important tools for creating an authentic and soulful brand, is your unique vision, style and creative flair. This is what will set you apart from the competition because it is unique to you.
“No one is you and that is your power” – unknown
The challenge is to avoid downplaying your style due to a lack of confidence or fear. Although this is sometimes easier said than done, it is important to give yourself permission to dream big, to see yourself as the best version of you.
It is only through truly celebrating your creative flair and style, that your business will be able to reach its full potential. This will also allow you to connect and engage with your customers on a higher level.
2. Branding allows you to attract the right type of clients for you.
When it comes to attracting the right type of clients, there is a significant difference between attracting a client who feels the need to control every part of the process and a client who feels genuinely confident in your services and your abilities as a business owner.
The right type of clients will inspire you, motivate you and remind you of why you chose to become a business owner in the first place. Clients who engage with your brand, love your style, trust you and connect with your values, will automatically encourage a more positive service experience.
3. Branding allows you to be distinctive and get noticed.
Regardless of the size of your business, there is a need for visibility. Creating a strong brand identity through your website and social media platforms is essential when it comes to getting noticed.
For instance, when I first launched Style Maker Studio, I was able to gain over 600 Instagram followers in less than one week. This was largely thanks to the power of effective, appealing and consistent branding. I made sure that everything posted was in line with the overall feel and style of my brand.
Now, this was also due to engagement, hashtags and posting frequency (I haven’t just sat back, doing nothing). But this shows, what professional and effective branding can actually do for your business.
Consistent engagement in the form of online newsletters, blog posts, social media updates etc., with your target market is key. When it comes to getting your brand out there, the options are limitless. Allow yourself to dream big and think outside the box. You don’t always have to follow the crowd and do exactly what everyone else is doing.
The key is to maintain a consistent image in terms of your aesthetic and communication style to avoid confusion.
4. Branding allows you to communicate a clear process and expectation to your clients.
As mentioned earlier, your brand goes beyond the simple design of a logo or a website. Essentially, your brand represents your client experience from start to finish. From the overall aesthetic to the quality of service your clients should expect to receive as a result of doing business with you.
It is vital to consider how your business and brand will be perceived by your target market, every step of the way. Presenting a clear and cohesive message to your clients will encourage a sense of trust and loyalty. Your clients will know exactly what to expect from you.
5. Branding allows you to establish an emotional and instinctive connection with your audience.
Establishing an emotional connection with your clients relates back to the need for transparent and consistent communication. It also relates to the importance of sharing your unique story with your target market. We often find it easier to form emotional connections with people who are relatable.
Presenting an authentic image will enable your target market to become familiar with your personality, the values which are important to you and your unique style. Be proud to share your story, to show the ‘real’ you. It is far more likely that your target market will connect to an honest and heartfelt image as opposed to one which feels and looks forced.