Branding is tantamount to a company’s identity that not only sets it apart from competitors but also resonates with target audiences. But when branding falls short, it can significantly impact a company’s bottom line.
By definition branding is the process of creating a distinct identity for a company involving the development of a unique name, logo slogan and visual style to create a memorable and recognizable brand. Branding also encompasses the overall experience a customer has with a brand, including its social media presence, customer service and website.
Companies often mistakenly believe a new logo is brand enough. But going beyond the logo to provide the messaging, values and experience for customers is needed in today’s crowded market.
It is important for companies to incorporate consistent branding across channels through steady messaging, visuals and tone across websites, social media, packaging, etc. Developing a clear brand style guide and enforcing it companywide is imperative to avoid brand confusion.
Confusion often also is a result from a lack of a clear brand strategy, not knowing what the brand stands for with no defined mission, voice or personality. Companies should invest in a brand strategy that defines core values, has a clear tone of voice and unique positioning.
It also is tempting for many companies to mimic their successful competitors versus creating a unique identity. Instead, a company should focus on differentiation and identify and highlight its unique value proposition.
Many companies also make the mistake of ignoring their audience and developing branding that doesn’t align with customer needs, language or expectations. While the fancy new website may look good, does it meet your customers’ needs? By using audience research, surveys and feedback, a company is better able to guide its branding decisions and meet expectations.
Companies also often fall short in their branding efforts by neglecting internal branding. It is important that employees understand and embody the brand as well as feel empowered to be brand ambassadors.
Branding is ever evolving as are market trends and customer expectations. Companies must regularly review and refresh branding elements while staying true to their core identity.
Companies need a strategic, consistent brand to celebrate their unique voice as well as differentiate themselves. Without a strong brand, a company is just another company.