How can your business benefit from branding? Is branding really worth the investment? We think so. And we have the track record to prove the value of branding.

What does branding do for your brand and business?

To really understand what branding can achieve, you first have to understand the difference between your brand and branding. But in essence, your branding creates or defines your brand – and you are branding your business or product whether you realise it or not.

The question is: what perception are you allowing prospective customers to form, and is that perception costing you sales by giving them the wrong impression?

High quality strategic branding creates competitive advantage by:

creating a positive perception in the minds of target customers (and staff)
positioning and differentiating you in relation to your competitors
relating to and positively influencing customer buying decisions
developing, managing, and building the value of your brand
making it difficult for competitors to match your professionalism or positioning
positioning companies as employers of choice.

Branding can also deliver tangible internal benefits and play an important role in improving organisational culture and unity by:

clarifying brand values and brand personality
clarifying who you are and what you represent
giving staff an identity they can understand and be proud to be a part of.

And importantly, this internal cultural influence is ultimately reflected externally.

Why do some think branding is a waste of time?

Sadly, many businesses take a reactionary approach to operating and building their business. Consequently, they never achieve the level of success that is attainable within their market. Many businesses are unaware of the benefits of strategic branding, while others lack the time or skills to formulate well-engineered long-term plans and strategies.

As branding falls into the longer-term category, it is often disregarded as too hard, too costly or even too boring!

Many business owners have no real understanding of branding and the impact it can have on the health of a business over time, as well as in the short term. They are often unaware of (or refuse to acknowledge) how ‘that airy-fairy branding stuff’ impacts on themselves and others. And so, they conclude that it’s of little or no value to their business.

But branding has been proven to be one of the most effective marketing strategies available to business, and it’s the smart businesses that make the investment in branding and put it to good use.

So how do you create a successful brand?

A good place to start is by developing or clarifying your brand strategy, or at least creating a solid brand foundation. This is something that, as seasoned branding experts, we can assist you with. From initial strategy, to brand management and everything in between, we’re here to help.