88% of consumers say that authenticity is important in a business. But how exactly do you communicate your bona fides and make customers feel valued when they shop with you or use your services?
The answer is branding. It can help a company grow and retain a solid, loyal customer base.
What Is Branding?
Branding is the creation of an identity for a business. Basically, your logo, your design, your voice, and your message all set the tone for your brand and come together to shape it, so you should think of each of these elements very deliberately.
But brand strategy goes beyond that though. Your customer service, your products, and pretty much every other aspect of your company will all help to shape your perception. Branding is part of everything — even if you’re not intentionally doing it, it’s still happening.
It’s important to consciously think about it and shape the vision you want people to have of your business.
Why Is Branding Important?
If you don’t actively think about branding benefits and let an unconscious image shape, it may not be a good one. You need to put effort in to ensure consumers have the right idea about your business, and what you stand for.
Good customer service, a visually striking logo, and a memorable name can all help you stand out, but consider other things too. For example, two-thirds of people would boycott a brand because of a social or political position — but the same study says they still want them to be honest about those positions.
Therefore, you need to think about the kind of customer you want and target them by being candid about the matters you truly believe in, especially if they’re relevant to your service.
To build a successful brand, here are a few things you can do:
- Make sure your visuals are all memorable, clear, and accessible — especially on your website
- Have a strong message and clear promise about what you aim to deliver
- Stay authentic — if you stand for something socially, stick to it
- Prioritize treating your customers well
- Ask for feedback
If you do all of these things, you’ll be well on your way to creating a strong brand — but the best advice is always to be genuine.
Build Your Brand
It’s important to build your brand consciously and mindfully. When people see your company name or someone asks for a recommendation, you want a strong record behind you of honesty, integrity, and good services and products. Making an effort to achieve these things will set you apart from the competition.
Need help with your branding? Contact us today at Pixaura for a free consultation and let’s see what we can do for you.