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If you’re a die-hard fan of popular brands like Nike, then you can probably recognize their products a mile away. The single swoosh logo design makes the company instantly recognizable. This is regardless of whether it’s on their footwear, apparel, or sports teams.

So, what makes brands like Nike so famous? One word: branding! Everything from the quality of their creations to their product diversity and social media presence leaves a lasting impression. It’s why customers line up for hours, waiting to purchase the latest version of a product from a brand they adore. This post sheds more light on the importance of branding.

 

5 Reasons Why Branding Matters

1.   Enhances Brand Recognition

One of the most incredible benefits of branding is improving brand recognition. Recognition refers to how easily the target audience can distinguish your brand from others.

Take KFC’s for instance. Even if you’ve never tried their insanely delicious fries, you can recognize their products just by a glance. The iconic red box with striking arches on the front filled with a handful of their delicious golden sticks makes you go, “Yap, that’s KFC’s!”

Brand recognition doesn’t happen overnight. It requires strategic advertising using visual elements like your logo, colour palette, and brand messaging. This is why it’s so important to be consistent in your branding. It builds familiarity with your potential customers.

 

2.   Fosters Trust

If there’s one thing you should strive to gain or earn from your customers, it’s trust. Trust will keep customers coming back, even when new players emerge. One factor that reinforces this trust is branding.

To illustrate this, consider two companies, A and B, that offer identical products or services. Company A has crystal-clear, pro-quality branding. The owner has gone to great lengths to choose a logo and colour scheme that effectively represents their vision and brand messaging.

Company B, on the other hand, has inconsistent or no branding at all. If you had to choose between the two, you’d most likely select company A. Their branding elements convey professionalism, making it easy to trust them.

 

3.   Improves Customer Engagement

When most businesses think of improving their customer engagement, the first thing that comes to mind is social media. Sure, these networks offer the perfect platforms to interact with customers. But, they are not the only way. Branding can also boost customer engagement depending on how effectively it’s done.

Branding a firm involves identifying its unique value proposition or purpose. Simply put, it’s recognizing the primary reason(s) why your company exists in the first place. Identifying this purpose influences your decisions, actions, and, more importantly, interactions.

When customers can identify a business’s core value, they’re more likely to engage with it. They might reach out to inquire, sign up for your email list, or go all in and make a purchase. No matter how small the engagement is, it paves the way for reinforcing and nurturing relationships with new customers.

 

4.   Increases Brand Equity

Another reason you should invest in branding is that it improves brand equity. In case this concept sounds foreign, brand equity is the value a business gains through customers’ positive perceptions.

If customers view your company in a positive light, they’re likely to buy from you and become loyal to your brand. Over time, such customers become brand ambassadors, recommending your products/services to their friends and family. This only translates to more revenue.

 

5.   Gives You a Competitive Edge

Marketing experts estimate that consumers view anywhere between 4,000 and 10,000 ads daily. This goes to show how competitive the marketplace has become. It also means that consumers encounter an array of brands every day.

With this in mind, businesses must make first solid impressions if they want to stand out or gain any competitive edge over their rivals. Here are five branding tips that are sure to leave a lasting impression on consumers:

  • Well-defined brand values: The first thing you need to do is identify your brand’s core values. What sort of principles guide your day-to-day operations? Do they resonate with your audience and match your offerings?
  • A compelling brand story: Another branding element that can set you apart is having a well-crafted narrative. How did your brand start? What inspired you to create the business? How is it different from others?
  • Visually striking representation tools: The visual elements of your brand can also enhance the impression you leave on first-time clients. In fact, this is what customers see first before they decide to read about your values or history. So, take your time and invest enough resources to make these features unique. These include the logo, colour palette,
  • Consistent engagement with your audience: Lastly, ensure the voice and messaging you convey through your marketing channels are consistent. The more consistent you are, the more familiar your brand will feel to new and returning customers.

 

Attract Top Talent

Branding not only helps you attract and retain loyal customers. It also positions your company in such a way that it attracts top talent.

When employees are searching for firms they can work for, they’ll usually type keywords like “best brands recruiting near me” or “top businesses to work for.” This is not surprising as most people naturally gravitate towards companies that treat their staff well.

So, if you want to hire the cream of the crop, be sure to invest in branding. Take time to establish your company’s reputation by having an effective branding strategy. This way, you can portray your business as dependable and professional.

 

Conclusion

There’s no denying the fact that branding takes a lot of work. This process constitutes all the elements that distinguish your business from the pack. From visual identity to brand messaging and customer engagement practices – all these factors make up branding.

This can leave you wondering whether it’s worth it. Truthfully speaking, the benefits you’ll gain from effective branding can’t compare to the efforts you’ll have put in. These perks include better brand recognition, increased brand equity, better customer engagement, and more.

Paul Simiyu

Founder and Team Lead of Simpaul Design, a brand strategy and design agency in Nairobi, Kenya. Here at Simpaul Design, we work with brands across various categories with a focus on connecting with consumers and building brands that people want to be a part of. We specialize in brand identity and strategy, UX/UI, and brand transformation.

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