Your brand is built to be a true representation of who you are as a business, and how you wish to be perceived. Here’s a simple guide to the importance of branding and some examples.
- Branding shows who you are
- Branding gives you purpose and direction
- Branding gives you a bright future
The simplest way to understand how important branding is to imagine yourself as a potential client discovering your brand for the first time. How can they understand who you are if you haven’t establish your identity?
Build your identity, by defining keywords and using them to shape the brand voice, tone and values. A great example would be the Fair Harvest Coffee logo. Even without knowing the brand, you immediately understand who they are and what they care about - coffee, the earth and the environment.
Branding is also the key to create an emotional connection with your customers, employees and the public. This connection comes with time but it is what builds you a good reputation and memorable ways to communicate. Great branding comes from embodying the essence of your brand unexpectedly and confidently. It takes guts, intelligence, strategy and sometimes risks. Some of the most successful brands are where they are because of their confidence and not always for what they are offering.
Whatever your brand may be, define the purpose and direction behind it. Great branding is more than just your logo, font and colours.
Building the core set of your brand principles; such as the missions, visions and values; are essential to successful branding. Your beliefs play a big role in your brand’s identity and how to communicate it. Some brands take a more subtle approach, while others opt to weave values into a logo itself, like the “Eat Fresh, Eat Local” tagline in the Columbia Farmers Market logo.
Branding doesn’t just play a big role when creating your brand, it is a constant evolution. You need to make sure that it evolves with your goals in time. Rebranding happens in many ways, often as a logo refresh. Take Burger King, for example, rebranding is incredibly important to the long-term sustainability of a mega-brand. Having a strong core brand identity can help ensure the success of a rebranding effort.
At the end of the day, the most important part of branding is that a strong brand is essential to delivering the results you need as a business.
With great branding comes great company culture, and employee morale goes right along with it. Look at the Lush store, for example, they always have been known for being incredibly transparent about its values (boycotting animal testing, rewarding customers for recycling their packaging, showing the name and face of the employee who made the product, etc.). Employees love and live the brand, therefore reflects on the lush customers and company as a whole.
Connection on a deep, personal level is a reflection of a well-built brand. Look at HelloFresh who’s planning meals so that the customers can have more family time.
Either way, when you unite customers around their needs and your values, the connection ensures brand loyalty, which ultimately leads to brand longevity.
At Mo Works, we believe that branding is everything. You should take time to define who you are as a brand and how you want to be seen. We specialise in branding and understand how crucial it can be for a company or product launch. If you want more information or advice, contact us and we will be happy to help you!