14 Jun 2018

Branding your Business

At Custom Trailer we offer fully branded trailers – we realise that branding your business is vitally important to success. Here are a few articles that give you some good reasons to brand your business.

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Envision Solutions – click the link for the source of the article

Why Branding is Important to Your Company

“Everything we know about every product we use is because of branding. It is the link that connects the company to the customer and vice versa. Branding is a must for every small, startup, partnership and corporation, and here are 10 reasons

1. United
Branding links your name, logo, online presence, product/services and appeal to the masses. Make marketing skills consistent and the content the same across all channels. This brings a united and clear message to customers, future partnerships and their competitors.

2. Asset
A brand is an asset. What you present to the public is a huge chunk of your business. The worth is just as much as revenue and sales. A lot is at stake; finances, creativity and time is on the line. Branding will make the difference between revenue/sales and debt/liquidation.

3. Sales
Speaking of sales, branding will create sales and revenue for your business. You will make money based on how the branding marketing strategies work out. Customers will be tempted to test you out, and your results will determine if you make more sales.

4. Deliverance
Branding is a proclamation. You hereby state that you will deliver on your promises and claims the company makes. Everything the company stands for should be spread throughout the organization too. Otherwise the company will be disconnected and customers will be confused and grow distant. If you are not willing to make promises you can’t keep, don’t state it on your brand. 5. Perception: Branding gives companies a chance to let customers see the business for who we really are. This is the chance to be honest and open about what this company represents. The look, feel and message conveyed will separate you from the pack.

6. Preference
People are more attached to companies with a brand than companies that doesn’t. Brands create a bond filled with good memories and good times, and customers will never forget it. That connection can’t be strategized; it just happens.

7. Loyalty
A good branding will create customer loyalty. Loyal customers will continue to support you in good and bad times. They will spread a positive message to people they know. Their influence will introduce new people to your company.

8. Trust
As customers get to know your business they will begin to trust you. In order to build trust you must give customers a reason to test you out. The branding must be spot on as the first customers will determine how many more (or less) you will receive. Exceptional customer service, experience with the product/services and positive online communication on social networks will keep them coming back for more.

9. Extension
Branding can reach so many people in so many outlets. It reaches people offline, online, mobile and niche markets. It reaches the many products and services you currently sell and plan to sell in the future.

10. Protection
Branding protects you from competitors who want your success. Without it they will have no problem making copycats of what made you popular and claim it for themselves. They can carry the same or similar products but they won’t be able to take your style and originality away.

Your brand is the identity customers come to know. The importance of branding with your business cannot be overstated. Branding is how customers perceive you and the blueprint of the business. May your brand be the symbol of happiness, comfort, loyalty and lasting impressions.”

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OHM Works – click the link for the complete article

5 Reasons Why Branding is Important for Your Business

What is a Brand?
When people typically think of branding, they immediately associate it with having a cool logo or a memorable name like “Google” or “Facebook.” But branding goes far beyond having a cohesive visual experience for your business. Your brand includes things such as the look and feel of your website, how you engage on social media, and your customer service. It represents every aspect of your business.

For example, let’s look at a global brand like McDonald’s – what comes to mind when you think about Mickey D?

One thing that doesn’t is excellent customer service. Sure, you may have a friendly cashier here and there, but the truth is, those are the exceptions, not the norm. Bad service is a part of their brand.

Five Reasons Why Top-Notch Branding is Important:

1. Recognition
Your brand is the face of your business. It’s the cover of your book. McDonald’s cover reads “fast and cheap.” What do you want your brand cover to convey?

Whatever it is, you need to make sure your products, services, and business show it. Because over time, however, your brand is viewed is how it’s going to be recognized. Moreover, once you have a reputation, it’s hard to change it.

If your branding is recognizable and produces a consistently enjoyable experience, it will help your consumers feel comfortable using your product or services.

Brand recognition is so strong that we can name brands purely from seeing their logo

The reason why recognition is essential is that robust and positive recognition leads to a positive relationship between your business and your customers. This brand recognition distinguishes you from competitors who make similar products as you (admit it, you’re not the only one doing what you’re doing).

If you have branding that is recognizable and consistent throughout your business, people will feel comfortable in using your business or purchase from it. People start to trust you.

2. Trust
Let me ask you a question:

If a stranger and your best friend asked to borrow $1, who would you give that dollar to?

Clearly, the answer here is your best friend (or else you strongly believe they won’t pay you back). Pretty straightforward question, but the next question may not be:

Why would you give it to your best friend and not the stranger?

It comes down to the simple fact that you know your best friend. You trust them. You recognize them. So if they’re asking for $1, there has to be a good reason for it.

The same can’t be said for the stranger. You don’t know what the stranger’s motives are. They don’t trust them, so you don’t give them the dollar. This is exactly how a business works – you give money to businesses’ you trust and know.

And a healthy brand builds trust.

The best brands can feel like best friends. Branding encourages a positive image, which represents credibility. People are more likely to purchase from a business that they know because they’re trustworthy and legitimate. So if you don’t want to be a stranger asking for a dollar, you need to invest in your branding.

Take Apple, for example.

Apple’s branding is consistent with every product they launch, and they have a cult-like following. People trust Apple products to work (and work better than alternatives) that they’re willing to wait for hours on end to get the newest product (that aren’t cheap) they launch.

And we can’t talk about Apple without talking about advertisement. Branding will help to grow your business to be well-known and trusted.

Knowing what to advertise is another question!

3. Advertisement
Advertising comes as a part of branding – to send messages out to the world for your customers to see and hear. To stay front and center in their minds.

Properly branding your business helps you advertise to your audience because it lets you focus on their hopes and desires. If you don’t purposely brand your business, you’ll lose focus of your audience. Too narrow of a focus, and you risk “pigeon-holing” your business and you’ll struggle to expand into new markets. If you focus too broadly, you’ll fail to create a definable impression on your would-be customers.

An example of poor branding is Microsoft and the Zune. (If you have no idea what the Zune is, then you just proved my point.)

The Zune was Microsoft’s version of the iPod, and it was poorly advertised. Microsoft tried to sell the “social” aspect of the Zune and its ability to allow users to share music with each other wirelessly. I enjoy music as much as the next person, and I share music I like all the time. What I don’t want to do is stand around with someone else and wait for our music to exchange. This wasn’t what I was looking for in a mp3 player, and unless you actively wanted to rebel against Apple, you didn’t want one either.

The Zune wasn’t branded correctly, which led to poor advertisement and the eventual demise of the Zune (R.I.P. 2006 – 2012).

Back to Apple and the iPod for a second. The iPod advertised itself as “1,000 songs in your pocket.” That’s some beautiful advertisement! And why was Apple able to promote its mp3 better than Microsoft?

You guess it: branding.

Apple’s brand is about functionality, simplicity, and design. It’s customers look for these things, so using these things as their guideline, they knew that their customers weren’t looking for a “social” tool. No, they were looking for something that would allow them to create around as much music as humanly possible without needing a CD bag. So they sold their customers on functionality and simplicity.

People love to tell others about brands they love – good old fashioned word of mouth. As awesome as the iPod’s advertisement was, the best advertisement Apple has is the mantra adopted by every Apple customer (like myself) – “it just works.”

Advertising is essential for your business to bring customers to you and communicate to the world what your business is all about it. If it resonates with your would-be customer, then your brand will draw them to your business.

But if you want to communicate a unified message, you need to bring it all together. And that’s the next reason why you need to focus on your brand.

4. Unity
Up to this point, we’ve talked about how your brand impacts the world outside the walls of your business. Now we’ll look at how it affects your business internally.

Your business’ brand connects your products, logo, fonts, colors, voice, and everything else related to your business. If you’re able to unite and connect all of these components tightly, you’ll create a strong business.

Here’s an example to illustrate how you can mess up a brand image.

Picture a cowboy – what do you see?

Big cowboy hat
Jeans
Leather boots
5 o’clock shadow for a beard
A “six-shooter”
Southern accent

These are the things we picture when we think of a cowboy. If any of these things were missing or replaced with something else, it’d affect how we preserve this individual.

How weird would it be if you saw a cowboy holding a sword? Or if he drove across in a clown car instead of a truck or a horse? No matter how hard this wannabe cowboy tries to convince you that he’s a cowboy, he’s not. Something’s off about the brand.

If you’re consistent and thorough with your brand, you’re more likely to get your image and message across. Your company’s logo, the design and layout of your website, (your storefront if you have a brick and mortar business), and even the way in which you communicate with employees and customers – these are all things that need to be consistent. And if you can better create this unity if you have a robust and precise brand. Committing to your brand allows you to deliver a clear message each time. So your cowboy looks and feels like a cowboy.

But to do this, you have to commit to your brand. It’s the single best way to successfully differentiate your business and communicate your business’s values, products, and services to your existing and potential customers. If done consistently over time, customers will come to know what they can expect from your business.

And once you set their expectations (and meet it), you’ll create loyalty.

5. Loyalty
When you brand something, you give it value. Take the dollar bill, for example. It’s nothing more than a piece of green, decorative paper, but try to find someone in the world who doesn’t immediately recognize it as a symbol and its value. You can’t.

Value comes from fulfilling promises, and branding, in our minds, is a promise made by a business to its audience. This promise tells the world who you are as a business and what you believe in.

Whole Foods promise is healthy, organic foods.
Walmart guarantees the lowest prices.
Nike promises the perfect athletic gear.
And if your brand can fulfill this promise, you create loyalty – through good times and bad.”