‣ Branding creates expectations
A strong, consistent brand will allow the customer to know exactly what to expect each time they encounter your business. A professional appearance will build creditability and trust, which bodes well as people are more likely to purchase from a business that appears legitimate.
However strong branding is also a promise of quality and one you need to be sure to be able to deliver on.
Your brand represents your promise to the customer- like an unspoken contract so to speak.
‣ A strong brand adds value
A strong and successful brand will add value to your business, well beyond physical assets.
Consider companies such as Apple, Facebook and Coca-Cola; they are worth much more than their premises, equipment and/or products. It has been their brand that’s increased the company’s value, far exceeding their physical value. In 2014, the Coca-Cola brand name alone was worth $67million; accounting for more than 54% of the company’s stock market value.
It's clear that by simply having a strong brand (like those above mentioned) you can generate a following and solidify yourself in the minds eye but that doesn't mean it's exclusive to the top tier companies. A strong brand adds value across the board.
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‣ Branding creates trust
Consumer trust is one of your most important factors in success as a business and effective branding is perfect for creating this.
A professional appearance builds credibility and trust. People are more likely to purchase from a business that appears polished and legitimate. If your brand is consistent and easy to recognise, it can help people feel more at east purchasing from you. People also adhere to familiarity and if you’re recognised as a quality brand, then people are more likely to choose your product or service again.
In today's world, branding is more important than ever.
But a good brand won’t manifest overnight- building brand awareness is a result of a meticulous planning, development and growth, which is why many start-ups and small businesses neglect it without realising the impact it has.
Good branding not only increases the value of a company, but it provides employees with direction and motivation, and makes acquiring new customers easier.
Editor's Note: This post was originally published in March 2015 and has been updated for accuracy and comprehensiveness.