Branding: What’s The Point?

by Nora D. Richardson

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Branding is always a hot topic in the business world – but why is branding so important?

Branding (n.): the promoting of a product or service by identifying it with a particular brand. –Merriam-Webster

Your Brand Tells Your Story

The state flag of South Carolina is blue with a palmetto tree and a crescent moon.  Unfortunately, it seems like every other company in SC uses these exact same symbols and colors in its company logo.  To me, using these symbols and colors says, “We Are South Carolina.” Now unless you’re the South Carolina Department of Parks, Recreation & Tourism, this logo concept does nothing to tell or strengthen the unique story of your South Carolina company.

The Point: A good brand is an honest representation of your unique selling proposition; a great brand also tells your unique story.  So when your potential customers sift through the competition, they always end up returning to your company, because the story created by your brand instills a lasting impression and maintains a consistent connection with your market.

Your Brand Means Components with Consistency

An excellent brand reinforces the entire look and feel of your business.  This means all of your brand components should integrate and flow together.  A brand consistently converses with your potential clientele through the presentation of your logo, your use of colors and symbols and the flow and style of your company language.  These components are conveyed via web presence, media contact, printed collateral, sales force activity and more.

The Point: Each medium can solidify your company’s brand or damage it, depending on the consistency of your brand components.  Each and every element of your brand is important because together these items create your brand identity.

Your Brand is Your Company’s Unique Identifier

When you see a big yellow M on a red background, what immediately comes to mind?  McDonald’s, of course!  A great brand has real sticking power – it immediately calls to mind the products and/or services of a particular organization, almost subliminally.  A great logo is a stand out visual indicator that instantly connects your potential buyers and current users to your story through all mediums.

The Point: A great brand with a great logo projects a one-of-a-kind look, so your client base can instantly locate you amongst your competition.

Your Brand is the Whole Package

The Whole Point:

To be successful, your brand must:

  • Tell your story
  • Be consistent and comprehensive
  • Be unique

A great brand will:

  • Convey your solid, credible reputation
  • Create a lasting and consistent impression with your existing and potential customers
  • Differentiate you from the competition

Your company brand is important to the success of your enterprise: it clearly communicates your relevant and consistent message to your potential buyers and cultivates long-term business success – and that’s the whole point!

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