Why Growing a Brand Is Important For Longevity
Whether you’re already operating a business or you’ve got a great idea and you’re ready to get started, one of the first things you should be doing is developing your brand.
A company’s brand is more than just a logo, it also involves the way that you deal with your customers, the types of products that you provide, and is representative of your company as a whole.
Growing your brand is extremely important for businesses of any size. Just look at Nike and Coca-Cola. Not only do they have consistent branding, but they have, as companies, completely leaned into the very messaging of their branding.
This article will prompt you to reconsider how you think about your brand, and look to applying it to every facet of your company for longevity and growth.
What Do We Mean When We Say Brand?
When they hear “brand,” many people immediately think about a company’s logo. A business logo is emblematic of a company and is meant to reflect not only what a company does but also what they stand for in one visual example.
The brand is actually much more than just a logo, but it should be encapsulated in a lot of the parts of a logo.
When we talk about branding, we talk about the messaging, vision, narrative, and customer experiences that a company delivers. When a company does branding right, it, in a way, set a good example for how that product should be done.
Think of the marketing for a printing company. The company prints posters, signage, and artwork for a number of business-to-business (B2B) companies.
If they have a range of paper types and provide a consistent, high-quality print, then that company will be setting the standard as a high-quality printer.
Whether the marketing comes across with the words “high-quality printer” or not, there are many aspects of this business that are marketing to customers.
The way the staff treats its customers, the type of product that is delivered, and simplified invoicing—are all things that speak to the brand’s vision, mission, and goals.
As you can see, when we say brand, we don’t just mean the company’s logo. We are talking about much more than that. A brand is a way that a company’s vision shines through in every aspect of its business.
The printing shop does not get a cheap quality paper. They don’t overcharge for a poor product. And they will make it right when the customer has a complaint. The honest printing company, therefore, has a brand that is not only high-quality printing, but also reliable, trustworthy, and a printing partner rather than a printing vendor.
The Importance of Branding for Company Longevity
With an understanding of branding as a concept and a whole, we can see how important it is for company longevity.
Branding is not just a logo; in fact, it is much more about who your company is and how they want to be viewed and treated in the community.
Any company can come up with a logo. However, not all companies will be well respected when doing business.
Those companies with a positive vision, a customer-first approach, and a high-quality product will be ultimately contributing to a positive, long-term branding narrative, whether they know it or not.
This type of branding gets through to the customers. More people will want to support a local, small business that does right by its customers.
And word will get around. Friends and family referrals will grow when you have more customers with positive experiences and compliments to dish out. Your customers will have no problem referring your work to their friends, family, and other businesses even for B2B sales.
While this type of branding may take a while, it also is the source of organic growth. While a certain amount of money will get you somewhere, organic brand growth will be extremely reliable.
4 Ways to Establish Brand Longevity
There are tried-and-true ways of establishing brand longevity, and here are 4 ways to drive it home:
Consider an Emotional Connection
While sometimes overplayed, emotional connections drive good businesses.
Emotional connections with your customers showcase that you as a business owner understand their pain points, and the struggles that they go through, and therefore can provide a product that might solve those pain points.
No matter what, having appropriate emotions in your branding goes a long way in getting customer respect.
Provide Consistent Imagery
One major aspect of growing your brand is remaining consistent. Brands that change their logo year after year conveys to their audience a level of uncertainty.
Your customer does not want to be handed a company business card only to learn that your name and potential contact information have changed a year later. Like your online content, your branding should remain evergreen.
Therefore, work hard and do your research when coming up with your initial branding. Consider all of the ways that you want your brand to interact with your product, including the colors, the sense of connection that it conveys, and how it looks in all your marketing assets.
Come Up With A Cohesive Brand Experience
Similar to being consistent in your imagery, you’ll want to consider a brand experience that encompasses your entire company.
This would involve every touchpoint that a customer would get to with your brand, how they are treated, the language that is being used, the types of policies implemented, and so forth.
You don’t want to sell a product on Etsy with free shipping included when customers have to pay for shipping when purchasing on Amazon.
Try to remain consistent in the many ways in which a customer might interact with your brand.
Speak The Language Of Your Loyal Customers
You want to stay connected to your customers’ plights and not get dragged into the war of your industry.
Try to stay positive and solution-oriented and your customers will know that they can turn to you for problem-solving. They want to be heard, but generally, they want to come to you with problems or complaints.
Better yet, try to solve those problems before they become major ones in your industry.
Start Your Branding Strategy Today
Running a business is hard. However, coming up with consistent branding that evolves as your company does can increase your company's longevity.
Brainstorm the values and missions of your business and make sure that they are apparent in everything that you do.
Consider evaluating your team, its workflow, and how the branding itself is represented throughout your company.
You may find that your customers are more receptive to your company the more you work on your brand!
When developing this important part of your story, consider hiring a marketing agency. Marketing agencies have the experience and industry know-how to produce a branding strategy for you.
Not only will hiring a reputable agency to eliminate many of the struggles that entrepreneurs and businesses face when developing marketing, but it will actually set your business up for success. For all your digital marketing needs, reach out to Kyber Digital today.
Rationale
Whether you’re already operating a business or you’ve got a great idea and you’re ready to get started, one of the first things you should be doing is developing your brand.
A company’s brand is more than just a logo, it also involves the way that you deal with your customers, the types of products that you provide, and is representative of your company as a whole.
Companies with the best branding that have a positive vision, a customer-first approach, and a high-quality product will be ultimately contributing to a positive, long-term branding narrative.
Establishing brand longevity involves having an emotional connection, consistent imagery, a cohesive brand experience, and language that speaks to your customers.
When developing this important part of your story, consider hiring a marketing agency.
Kyber Digital
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Forked River, NJ
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