There are many places you can have one little piece of the branding pie created for your business, like a website redesign or a logo revamp. But are you looking for more? Changing or increasing the world’s perception of your brand is worth a whole lot more. That broadens the branding discipline to encompass how consumers perceive a company’s brand promise, both online and off.
What’s in it for your company?
When people have a positive experience with a memorable brand, they’re more likely to buy that product or service again than competing brands. People who closely bond with a brand identity are not only more likely to repurchase what they bought, but also to buy related items of the same brand, to recommend the brand to others and to resist the lure of a competitor’s price cut. The brand identity helps to create and to anchor such loyalty.
Branding has a big effect on non-customers too. Psychologists have shown that familiarity induces liking. Consequently, people who have never done business with you but have encountered your company identity sufficient times may become willing to recommend you even when they have no personal knowledge of your products or services. Seeing your ads on local buses, having your pen on their desk, reading about you in the local newspaper, they spread the word for you when a friend or colleague asks if they know a ____ and that’s what you do.
Branding can lift what you sell out of the realm of a commodity, so that instead of dealing with price-shoppers you have buyers eager to pay more for your goods than for those of competitors. Think of some people’s willingness to buy the currently “in” brand of bottled water, versus toting along an unlabeled bottle of the same stuff filled from the office water cooler.
Working with a modern agency that understands the 3 main ways to ensure branding is getting out to the places you need it essential. What are they? 1) The information Google and other search engines have indexed about it. 2) The conversations people are having about it within social media. 3) The way consumers experience a brand via one of the brand’s web properties (website, blog, content, social media sites).
Working with a marketing agency that has creative ideas is great, but making sure they spread and have an impact are equally if not more important. They must be promoted through digital distribution and measured with closed-loop analytics. That way, you won’t just have pretty pictures to point to as a support for all your investment.
By Brian Walt – Marketing Expert
About Brian Walt
Brian has spent the better part of the past 8 years in entrepreneur / startup marketing roles becoming an established thought-leader on communications, marketing, and travel.
Passion for exploring the world has allowed him to lead a location independent lifestyle since 2013. He’s traveled to over 50 countries throughout the world with his family and draws from these experiences to become a better citizen and marketer.
When he isn’t working, playing with his boys, or trying to run a faster 5K, Brian can be found somewhere out in nature.