The importance of company branding

Creating a product or starting a business is always an exciting venture. One of the most important aspects that need attention is your brand. This process isn’t just about giving your product or business a name. It is all about building an image or identity around it that people can associate your product or service with. The kind of image that you build determines how people will react to what you have to offer and its overall success.

What it can do

1. Professionalism and credibility — with the right branding your business can command an unspoken authority. It lets customers know what you are all about and the advantage of working with you.
2. Awareness — the brand image that your business is displaying allows for a trusting relationship which potential customers connect with. Once you have created a brand the selling process becomes much easier. They will immediately recognise the product or service on offer and the positive feelings it evokes.
3. Increasing loyalty — company branding will allow you to interact with your customers indirectly. Often it appeals to the subconscious and works with the emotions of consumers which increases over time. This also serves to keep your brand top of mind and motivates consumers into the buying process.

Important points to remember

• Understand your customers — since branding builds a relationship between the consumer and manufacturer, it is important to understand those you are catering to. By defining, intimately knowing and understanding your target market it becomes easier to create success. This method not only allows you to meet the expectations of customers, but also to exceed them.
• Understand your product — not only is it essential to understand your market, but what you are selling as well. By knowing your product inside out you will be able to know its strengths and weaknesses. This makes it easier to tailor it to specific consumer groups. It also helps you improve your product range or service.
• Marketing collateral — there are numerous ways that you can build a company brand. It is a good idea to make the most of each one. The logo design, letterheads, business cards, brochures, websites and product packaging are only a few examples. By making the most of all these avenues you can communicate your message to customers clearly and consistently.