Tuesday, November 23, 2010

Branding is more than a Logo

The Importance Of Branding

In a competitive market a business must have a brand to stand out. Branding is highly important whether the business operates on a small or a large scale and whether it is a retailer or operates business to business. No matter who the customer is, he has to have something to identify with and recognize.

Any branding should be chosen very carefully. It is the image with which the business is associated and needs to convey the appropriate message to the customer. A logo shouldn’t be picked at random, instead it needs to be professional and reassure the customer that the business offers quality products and services. Once chosen the logo appears on everything from packaging to websites and needs to create a feeling of trust.

Branding is a marketing and advertising tool. The business will garner attention and attract customers with a professionally designed, well thought out logo. Before deciding on the branding a business must define its aim, as well as the features and products of its services. The opinions of current customers need to be taken into account, as well as their future needs and desires. Potential clients should not be forgotten. Once settled, it is advisable to hire a designer to get a professional, polished look that will be a part of the business’s identity forever.

The defined and professionally designed brand can, and should be used everywhere and anywhere. It should be on letterheads, packaging, websites, staff uniforms and badges to name but a few. Wherever it appears it is seen by existing and potential customers, who come to recognize it and remember it. Branding extends to employees and the message they give to customers. It incorporates how a business answers the telephone and signs its e-mails. The brand is a company’s ‘voice’ and has to be consistent to build up a good relationship between the business and its customer.

It takes hard work and dedication to build up a brand, but the rewards are worth it. A customer base that trusts a business and what it stands for is priceless, as is the repeat business and the power of word of mouth. Once established, however, a business can’t afford to rest on its laurels. The brand represents quality, reliability and much more and the services or products have to live up to this reputation to survive and prosper.

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