The Importance of Branding

Branding is one of the most important, yet often the most under-appreciated investments a business can make. Branding is a business’ first impression, so it is worthwhile to take time to get it right. A good brand means your business stands out from the crowd. It means your customers understand what you do with just a glance, and will either engage immediately, or will happily remember you later.
As the “identity” of a business, branding extends to each and every aspect of a business’ marketing strategy and materials.  This identity is woven into websites, stationery, business cards, packaging, marketing materials, brochures, ads, and other printed collaterals.

The Importance of Branding Your New Business
New York | March 17, 2009
… “Early branding of a small or emerging company is key to business success. It is the quickest way for your company to express what it is and what it can offer. Inaccurate branding of a new business can make it difficult for people to grasp why the business exists in the first place.

For startups and small businesses, branding can often take a backseat to other considerations, such as funding and product development. This is a mistake, as a company’s brand can be key to its success. Dollar for dollar, it is as important and vital as any other early steps.

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The Art of Positioning Your Brand and Why You Can’t Afford to Screw It Up | Jim Joseph | July 19, 2013
… “Positioning is built from what you know to be true about your customer. It takes the benefits you’ve outlined and makes them meaningful to customers. In its simplest of forms, positioning is the mental space you want to occupy in your customer’s mind. It’s the first thing you want your customer to think about when they hear your brand name.

In my column, “Connecting With Customers: How to Market to Their Emotions”, I discuss how an emotional connection with your customer is the key to being a brand. But that emotional bond should be reflected in the positioning statement for the business. Positioning is more about emotions and less about the facts.

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The Importance of Consistency in Branding
Marketing Mojo for Small Businesses | Sarah Matista | June 7, 2013
… “Your brand identity needs to remain consistent so that everyone has the same idea of your business. For example, if the logos and colors on your lawn signs are different from those on your flyers, you might be losing business without even knowing it. A customer’s purchase decision is a very fragile process, and you should do as much as you can to make it an easy decision.

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What Should You Pay For Branding?
Blog |
… “The key activities and deliverables on a quality branding project can be broken into three main categories, which are: brand analysis, brand strategy, and brand systems. The diagram below shows what what the folks at Distility consider a pragmatic set of deliverables for such projects.

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