What is Branding: A Guide for Differentiating your Business
By now, you’ve at least heard of the practice of branding. In fact, you may know how to recognize it and realize its importance, but you may not know what it is or how it’s done. So, if you have ever found yourself wondering what is branding, here’s the ultimate beginner’s guide to this essential practice for businesses.
What is Branding?
At its core, branding is the exercise of creating a unique identity for a company, product or service that differentiates it from its competitors. Essentially, it’s based around who you are, who you want to be and who your customers perceive you to be.
This process involves creating a name, symbol, design and identity that helps your company stand out and get noticed. Not to mention, your branding will be how customers and your target audience will see you forever—so make it count.
What is Branding and How does it Work
A major aspect of successful branding is creating an identity with a defined mission and values. Therefore, when your branding highlights specific ideals that are similar to your audience, you will begin to develop a deeper emotional connection. Since resonating with audiences on a human level isn’t common for many businesses, you will have to work to create customer loyalty.
The Right Audience
Piggybacking off of the last point, by creating a clear brand identity for your business, you will be far more likely to attract the right audience for your products or services. Think long and hard about how you want to be perceived. Consider what your ideal customer would want in a company of your stature and stick to it. After all, small details are what clients are always going to remember.
Recognition and Memorability
These days, you can find a seemingly unlimited number of companies all offering the same basic products and services. That’s why so many brands have a problem with differentiation. That’s where branding comes into play. With a unique logo, design and identity, your audience is more likely to recognize you in a crowd of competitors. That’s the goal after all.
From the colors you choose to the messaging on your website and social media profiles, there are so many factors at play that will help your audience remember your company (Think of Tiffany’s signature blue). It’s just about choosing them and using them consistently so they become synonymous with your brand. That way, when presented with your unique branding, you will always come to mind.
In order to successfully brand your company, you must first figure out what is branding. After you’ve answered that question, you will be ready to begin promoting your company.