Some people may think of branding as just a business’s logo, but it is so much more than just a visual representation of your company. Branding is one of the most powerful tools in effectively communicating your business’s goods and services, and is an important part of how you as a business owner can create your messaging to your target audience. Your brand is the “personality” of your business, and establishing a strong one is the first step in building an effective marketing strategy. Kymera specializes in branding and brand strategy. If you’re ready to learn more about how to turn your business into a recognized and successful brand, contact us today.
What Is Branding, Exactly?
Branding is the broad term used to define your brand’s identity. Branding is everything from a logo, brand colors, to the tone you utilize to communicate with your target audience. Your “brand” should represent your business and be something customers can easily identify with and feel connected to. Creating a strong brand is important, because buyers align themselves with brands who speak to their values and interests.
Creating a Brand Strategy
Once you’ve created your business concept and your brand identity, creating a strong brand strategy is the only way to effectively market your business. If you have identified who your target buyer demographic is, you can utilize your brand to determine where and how to market to your potential customers. Think of not only where they buy, but how. Are they young and tech savvy? If so, digital marketing is a great avenue to reach your buyers. If your buyers are less likely to browse the internet and prefer a more traditional approach, traditional marketing approaches such as direct mail can be a great way to reach your audience and turn them into loyal customers.
Why Is Branding Important?
Branding is important because it allows your customers to feel connected to not only your products, but your company. Branding also establishes your business as a major shareholder in your field, while establishing more brand trust and creating more cohesive advertising campaigns.
Branding Makes Your Business Recognizable
Even though new businesses come into the landscape every day, it’s important to make your brand stand out among your competitors. Having cohesive branding will allow people to instantly recognize you. Think of a company like Apple. Even if they are introducing a new product to market, buyers have instant recognition of their brand because of their iconic logo and the way they message. Even if a potential buyer may not be familiar with that specific product offering, they are familiar with Apple and their long history of offering top of the line technology. Creating a strong, recognizable brand is key to holding market share in your industry.
Branding Builds Customer Loyalty
Building brand trust is the cornerstone to customer loyalty. As more product offerings continue to become available to consumers, buyers are now more likely to buy from a brand they recognize and align themselves with. A recent study revealed that the millennial generation is more likely to buy from a brand who focuses on sustainability rather than one who offers products at a lower price point. Knowing this, brand such as Toms, who offers footwear made from sustainable materials and donate a pair of shoes to a person in need for every pair purchased, have created a strong brand and a loyal customer base. Utilizing what your potential customers value as part of your brand will create loyal purchasers who think of your brand as their go-to all of the time.
Branding Helps Target Your Marketing
With a strong established brand identity, you can also target your messaging to consumers. Messaging is more than just putting out an ad on a sale or special; messaging is speaking to your audience in the tone they will respond to and align with best. Does your target audience respond to more informal, familiar messaging? Use that as part of your brand. Is your target buyer demographic more technical and formal? If so, your brand should also use language and messaging that conveys a technical, educational tone instead of a familiar one.
Creating a cohesive brand is the first step in a successful marketing strategy. A strong brand will allow potential customers to understand your business, and will create loyal customers with those who have already found you. Branding also helps increase your visibility and hone in on your advertising campaigns to ensure all marketing messaging is targeted and successful. If you are ready to build a brand and set your business up for success, contact us today. We at Kymera are experts in all things branding and can help create the strategy to take your business to the next level.
