The biggest benefit to branding is that it builds trust in the minds of your customers, employees and vendors. Having a branding package shows a commitment to your business and that you take it seriously. Branding can make businesses look professional, established and bigger than it actually is!
A brand can create a sense of pride becoming a rallying point when needed. Often people look for something bigger than themselves to know they are making a difference with their lives. A strong brand can achieve this as in the case of patriotism: the brand is the country flag, colors and beliefs!
Branding is a cornerstone of a great marketing strategy. Branding helps with positioning; separating your business from your competition. A brand shows your customers who you work with, that you are “one of them”. It elicits an emotional response. Dark colors with large scribbled fonts appeals to the youth market. Clean lines in blue hits the corporate technical market. Through the use of your style you can show what segment of the market you are targeting. For example, bright colors often mean a "quick fix" in the mind of your customers where more subdued tones means lasting quality.
Branding makes your marketing more effective. Think of the mom-and-pop shops you have worked with over the years. Often they have a plain business card, a glossy brochure and a web site that doesn’t reflect the personality of the people that work for the company… and none of them match in style. These mixed signals often confuse customers creating inaction. Good branding clears up your message to the customer. By repeating your branding across all your collateral you create multiple touches of the same message which promotes top of mind awareness.
Branding is inexpensive to create. Most branding packages cost much less to set up than you would expect. Sometimes there is a bit of "sticker shock" at the price of printing all new business cards, brochures, fliers, advertisements, and whatever other print collateral you have. Also factor in recreating any digital collateral you have like CD presentations and web sites and it can add up! While launching everything at once is most effective there is nothing wrong with phasing your branding in over time and spreading the cost. Keep in mind branding will often save you money in print and development costs over time. To save on print you can order your inks and paper in bulk and “gang run” your order reducing production costs. Once you have a style guide in place your designer has a starting point and boundaries to work in making their job much easier and faster, saving money on development.
You can add value to your company with branding. If you are a corporation selling shares or you think you may sell your business one day a solid brand adds value and becomes part of the price. You can also legally protect your brand with trademarks gaining an additional asset and protecting your business from copycat competitors.
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