The Importance of Branding
A brand is simultaneously objective and subjective (as paradoxical as that sounds). It’s what people know your brand sells and what comes to mind when they think of it. For example, Rolex sells hand-crafted Swiss watches associated with luxury and sophistication. Rolex is not literally selling the intangible concepts of luxury and sophistication but capitalizing on its positive brand association and recognition.
Branding encompasses everything about your business and how your audience perceives what you say and what you’re selling. A business’s name, slogan, logo, color scheme, website, product design, core values, target market, partnerships, and customer communication are all part of its overall branding. So why is branding so important for small businesses?
Leaves a Lasting Impression
A well-designed logo, catchy tagline, and cohesive visual identity can make a lasting impression on a potential customer and are often the first point of contact between the consumer and your business. When it comes to branding, people definitely “judge a book by its cover,” and psychology plays a significant role in how a brand’s visual identity can alter people's perception of it.
Sharp corners and straight lines symbolize order and dependability, while irregular lines and natural shapes signify imagination and authenticity. Warm colors like orange and yellow represent creativity, energy, and optimism; cool colors like blue and purple represent logic, calmness, and reliability. Even the fonts you choose can affect the way your brand is perceived! You can use the psychology of design to your advantage to make your brand visually engaging and memorable to your audience.
Creates an Emotional Connection
Emotional connection is a powerful driver of consumer behavior. Effective branding taps into the emotions of your target audience and creates a bond that goes beyond a transactional relationship. Apple’s 1997 “Think Different” campaign featured black-and-white images of iconic visionaries like Pablo Picasso, Nelson Mandela, and Albert Einstein with the text “Think Different” and the Apple logo placed next to them. Apple used its own brand as the glue that connected its modern-day audience with people throughout history who were architects of change, innovators, inventors, activists—people who went against the grain. In the late 1990s, Apple wasn’t the tech juggernaut that it is today, but this campaign completely revitalized the company by making its brand synonymous with individuality, genius, and modernity. Whether it’s through storytelling, shared values, or a unique brand personality, connecting emotionally with customers can lead to a more engaged and passionate customer base.
Builds Trust and Loyalty
While branding includes your business’s logo and color scheme, it also encompasses your business's values, vision, and mission. A company’s mission is why it exists, its vision is what it wants to achieve, and its values (or code of ethics) are what the company believes in and its standards. This trio allows you to lay the groundwork for brand trust, which is how much confidence consumers have in your company’s ability to deliver on your promises. In 2021, Morning Consult surveyed approximately 15,000 consumers in 15 countries and asked them what made them trust a brand the most. Some of the top 10 answers (in terms of net importance) were:
“Respects and protects customers’ data, privacy and security”
“Is a good value for the price”
“Treats customers well, even in tough times”
“Has good customer service/is responsive to problems”
“Consistently delivers on what they promise”
You can build trust with your customers by consistently communicating your brand’s message and values throughout the sales funnel. When consumers resonate with your brand and feel like you’re being straightforward with them, they are more likely to become loyal patrons. Trust and loyalty are vital for small businesses looking to build a stable customer base and generate repeat business.
Branding your business is an ongoing process. It involves pinpointing and refining all of your business's elements and then managing the customer’s perception of those elements. At Vixen, we’re committed to learning your business, helping you develop your brand’s identity, and marketing to your target audience.
Written by Solér Bean
